Top 5 Trends for 2025: enhancing authenticity in the supply chain

Securing supply chains has become a paramount concern for organizations worldwide. Loftware’s annual ‘Top 5 Trends in Labeling & Packaging Artwork’ report highlights this urgency, revealing that 76% of organizations believe it’s becoming increasingly difficult to manage product authenticity and brand security in today’s dynamic supply chain landscape. As supply chains grow globally and become more complex, they become susceptible to disruptions, cyber threats, and counterfeiting challenges.  

Read on to learn more about how cloud technology plays a critical role in improving efficiency, ensuring product authenticity, and reducing costs.  

The rise of AI in anti-counterfeiting  

The proliferation of counterfeit goods poses significant risks to both businesses and consumers, leading to financial losses, damages to brand consistency, and even potential safety hazards.  

To address these challenges, companies are increasingly turning to advanced technologies, with artificial intelligence (AI) playing a pivotal role. In fact, 78% of those surveyed believe that AI can be useful in analyzing data to identify counterfeit goods, enabling businesses to analyze vast amounts of supply chain data in real time. In turn, this can detect anomalies and identify patterns that signal counterfeit activity, providing actionable insights that prevent counterfeit products from ever reaching the market.  

Additionally, AI analytics allow organizations to anticipate vulnerabilities within their supply chain, enabling them to take proactive countermeasures. Combined with serialization, AI ensures each product is identifiable, traceable, and protected from fraudulent duplication. By investing in a cloud-based platform that can support these advanced technologies, organizations can create a more secure and resilient supply chain ecosystem, in turn strengthening product integrity and maintaining consumer trust.

Consumer-driven demand for authenticity

The integration of AI not only strengthens the defense against counterfeiting but also streamlines the tracking and tracing process, bolstering supply chain integrity and consumer trust. According to Loftware’s 2025 trends report, brand damage and consumer safety are the two biggest risks associated with not being able to ensure authenticity throughout the entire supply chain. As consumers become more conscious of the authenticity of the products they purchase, businesses must adopt cloud technologies that emphasize transparency and trust, while aiding in compliance.  

Serialization: a key component in ensuring product verification  

Serialization technology, initially rolled out in industries such as pharmaceuticals and medical devices, is gaining traction in other sectors. This technology involves assigning unique identifiers to products, which can be tracked and traced throughout the supply chain. Loftware found that 59% of companies are currently using serialization technology to solve supply chain challenges. Cloud-based solutions can support serialization by analyzing data collected to identify bottlenecks and optimize overall supply chain operations and efficiencies. Moreover, serialization enhances transparency and accountability, making it easier to detect and prevent counterfeiting and ensuring product authenticity. As more industries adopt this technology, the benefits of improved traceability and operational efficiency become increasingly evident. 

Embracing the future of supply chains 

Securing supply chains is no longer a peripheral concern but a central strategic imperative. Embracing digital transformation through cloud-based solutions, AI, and serialization equips businesses with the tools to safeguard their brands, protect consumers, and maintain the integrity of their supply chains. The future of supply chain management lies in the seamless integration of these innovative technologies, paving the way for a more secure and trustworthy global marketplace.  

For more insights into the trends we've identified for 2025, download our report for free. Additionally, you can watch our 2025 Top 5 Trends webinar on-demand now!