March 12, 2026
I’m not an AI expert. I sell containerboard. I walk plant floors, talk to customers, and offer alternatives and solutions. But lately, everyone’s talking about AI and how it’s going to change everything. And they’re not wrong. AI can do some amazing things for our industry. But here’s the catch: It can’t replace the key thing that makes this business work—relationships.
Where AI Helps Us Win
In the packaging world, AI is showing up in ways that make sense:
- Forecasting demand: Instead of guessing based on last year’s numbers, AI can look at trends, seasonality, and even economic signals to help us plan better.
- Box optimization: Ever had a customer with 10,000 SKUs and no idea what size box they need? AI can crunch that in seconds and spit out right-sized solutions that save money and reduce waste.
- Maintenance alerts: Imagine your corrugator telling you it needs attention before it breaks down. That’s AI-driven predictive maintenance, and it keeps production humming.
These tools don’t replace us. They make us better by giving us time back to do what we do best: serve customers.
Where People Still Matter
Here’s the thing: AI can’t shake a hand. It can’t walk a plant and notice that a customer’s pack-out process is slowing them down. It can’t hear the frustration in someone’s voice when they’re facing a last-minute change and need a partner, not a program. Some other truly human areas:
- Design conversations: AI can suggest dimensions, but it can’t understand the branding goals behind a retail-ready display.
- Negotiation: Trust isn’t built by an algorithm. It’s built by showing up, listening, and solving problems.
- Innovation: The next big idea in corrugated won’t come from a computer. It’ll come from people who know the business and think creatively.
- Friendship: Yes, friendships matter. The best supplier-customer relationships often grow into real friendships built on trust, shared problem-solving, and time spent together. Sometimes that takes time, with conversations over lunch or dinner about family, graduations, or aging parents. AI can’t do that, and it never will.
I’ve seen deals saved over a cup of coffee and ideas sparked during a plant tour. AI can’t do that.
The Sweet Spot
So, what’s the answer? Use AI for what it’s good at—data, speed, automation. But don’t let it replace the human side of this business. In fact, engage more deeply in relationships. Because when everyone else is chasing tech, the companies that combine smart tools with smarter people will win. And until AI can take a customer out to dinner or play a round of golf, I’m betting the human relationships will always matter. AI is here and is helpful. But in this business, relationships will always be the real intelligence.
Mike Butler is senior director, packaging sales, at Domtar and vice chairman of AICC’s Associate board.
