As global markets mature, technology is shifting from headline hype to real-world operational value for SMEs.
After years of speculative fervour and hype — especially in areas like NFTs and blockchain — innovative technology is increasingly judged on how it enhances productivity, accountability, sustainability, and competitiveness.
For businesses in creative industries, food & beverage, and boutique luxury, understanding these transitions is essential for commercialisation, internationalisation, and long-term growth.
AI Adoption in SMEs: Operational Support
AI has moved from experimentation to a productivity engine. As of 2025:
- Around 17% of small enterprises and 30% of medium firms in the EU use AI technologies, with adoption rising year-over-year.
- Independent surveys suggest that nearly 39% of SMEs now use AI applications, with generative AI adoption growing to 26%.
- A staggering 95% of small and medium businesses in India are either investing in or planning AI use, marking a sea-change in perception from optional to strategic.
For SMEs, AI is increasingly applied to operational and administrative tasks, leaving behind the hype and the fears that came with it. From automated accounting and inventory management to customer support and marketing optimisation.
The shift from experimentation and hype to real operational integration indicates that AI is no longer reserved for large firms, but is becoming core infrastructure in efficiency-driven business models.
ESG in 2026: From Reporting to Inventory Liability
Sustainability regulation in the EU has moved beyond disclosure and into operational enforcement.
By 30 July 2026, large companies operating within the EU will no longer be permitted to destroy unsold textiles and footwear under the Ecodesign for Sustainable Products Regulation (ESPR).
Disclosure obligations begin earlier, but the 2026 enforcement marks a structural shift: overproduction is becoming a regulatory risk. While SMEs may not immediately fall under the same prohibition thresholds, the implications cascade through supply chains.
For producers, boutique luxury brands, food and beverage manufacturers and creative enterprises, three consequences are emerging:
Overproduction Becomes a Strategic Liability
Inventory that once could be written off now carries legal, reputational and ESG exposure. Brands will demand tighter production planning from suppliers. Digital forecasting, AI-driven demand modelling and smaller production cycles become commercially attractive, not just sustainable.
As sustainability data must be documented and verified, suppliers will increasingly need digital traceability systems. This includes material origin tracking, lifecycle transparency and proof of compliance with circularity standards.
Blockchain-based traceability tools and secure product passports are moving from pilot projects into procurement requirements. Therefore we are seeing, once again, the operational value of these technologies that are moving from hype to implementation and strategic participation into a company’s innovation and growth.
ESG Verification: No Longer Hype but Essential to Market Access
Retailers and large buyers will prioritise suppliers who can demonstrate measurable environmental performance. ESG verification is shifting from marketing narrative to procurement filter.
For SMEs, this means sustainability is no longer a branding add-on. It is becoming a prerequisite for cross-border trade relationships.
Anti-Counterfeiting Systems: A Strategic Imperative
Despite all best efforts to stop it, counterfeiting remains a major commercial and reputational threat across industries. This is especially true in luxury goods, creative products, food & beverage, and premium consumer categories. However, as counterfeiters grow more sophisticated, so too does the technology designed to stop them.
In 2026, anti-counterfeiting systems are no longer optional enhancements: they are strategic infrastructure for protecting value, pricing power, and brand trust.
Recent market analysis shows the anti-counterfeiting packaging sector in Europe alone is estimated to grow from roughly USD 68 billion in 2025 to more than USD 75 billion in 2026, with ongoing double-digit expansion expected through 2034. Rising counterfeit incidents, stricter regulatory requirements, and the increasing complexity of global supply chains drive this growth.
Why Anti-Counterfeiting Matters Now
For SMEs and microbusinesses — especially those operating internationally — counterfeiting can cause:
- Revenue loss from diverted sales
- Damaged brand equity in key markets
- Regulatory exposure in sectors like food & beverage and pharmaceuticals
- Erosion of consumer trust in online and offline channels
Global trends show counterfeit goods permeating more categories and geographies, prompting investment in solutions that do more than just label products — they prove authenticity and trace provenance throughout the supply chain.
The Technology Stack in 2026
Anti-counterfeiting tools are rapidly advancing beyond basic holograms and static labels, with a clear shift toward traceability, authentication, and digital verification:
- RFID/NFC tags and smart sensors embedded in packaging and products support real-time scanning and authentication by retailers and consumers.
- Serialisation and tamper-evident designs create unique identifiers that are hard for counterfeiters to duplicate.
- Machine-learning detection systems can analyse patterns and detect anomalies in packaging and product flows before fake goods reach end users.
- Blockchain-enabled digital product passports and traceability layers. Premium brands are using these to record immutable product histories — a capability that aligns with upcoming EU traceability and sustainability regulations.
Therefore, together, these technologies turn authentication into an actionable asset rather than a compliance checkbox.
Sector Adoption and Market Signals
The anti-counterfeiting packaging market is also reflecting broad industry adoption. Advanced solutions are now standard not just in pharmaceuticals, but in luxury goods, food & beverage, cosmetics, and fashion — all of which are high-value sectors where counterfeiting carries disproportionate commercial risk.
Specifically, consumer markets like wine and spirits are using smart packaging solutions (e.g., NFC/RFID “smart bottle” technology) to defeat sophisticated counterfeit efforts and protect export markets.
What This Means for SMEs
For creative and boutique enterprises — and especially those targeting export markets — investing in anti-counterfeiting systems should be a strategic priority for several reasons:
- Brand Trust as a Competitive Advantage
Consumers value authenticity. Demonstrating product legitimacy reinforces trust, supports premium pricing, and differentiates legitimate makers from low-cost imitators. - Supply Chain Integrity and Verification
Traceability systems enable businesses to track goods from production to point of sale — a capability that increasingly intersects with regulation, consumer expectations, and global trade partners. - Export Risk Management
Counterfeit penetration often spikes in international channels where legal protections and customs controls vary. Advanced authentication mitigates liability and revenue leakage. - Technology Enables Engagement
Beyond protection, smart anti-counterfeiting systems (blockchain, NFC, digital passports) deliver engagement data — helping brands understand buyer behaviour and build direct relationships.
Bottom Line: Hype is over
In 2026, anti-counterfeiting systems are not just defensive tools — they are commercial enablers that support sustainable growth, market access, and brand legitimacy. For SMEs in creative industries, food & beverage, and boutique luxury, adopting advanced authentication and traceability technologies is essential for competing globally and defending value.
(And as you’ll see in our Luxury Innovation Report, these systems dovetail with broader trends in ESG transparency, blockchain utility, and AI-enabled operational integration — turning once-niche technologies into strategic infrastructure for modern export-oriented firms.)
Key Takeaways
Across 2025 and into 2026, innovation is moving out of hype and into core operational value.
Technologies initially wrapped in speculation — such as NFTs and blockchain — are finding grounded use cases. AI is no longer a fringe experiment; it’s about adoption for everyday operational excellence.
ESG verification is elevating credibility, not just compliance. Anti-counterfeiting systems safeguard brand value. And blockchain is proving itself as a tool for trust, traceability, and international scalability.
If you’re serious about commercialisation, internationalisation, and future-proofing your business, it’s time to see beyond the buzz. Dive deeper into our latest Report on how technological innovation is reshaping markets and redefining operational advantage.
Whether you’re a creative producer, a boutique luxury brand, or an SME aiming for global reach, this report provides the insights and pathways to turn technology from a hype cycle into a competitive edge.
