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unPACKED: Predict Packaging That Sells

"To anyone who has ever reimagined the predictive power of consumer insights, trading out feel for evidence and precision. This book is for you."

By Alex Hunt and Matt Salem

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In an AI-enabled shopping environment, packaging remains mission-critical.

AI-assisted and agentic shopping are changing how shoppers search, compare, validate, and ultimately choose. For insights experts, this adds a new dimension to packaging decisions: how to create designs that convert across both human and AI-enabled shopping journeys. Packaging effectiveness matters more than ever, and the second edition of unPACKED explores what it takes to get it right.

With two new chapters, the second edition examines packaging’s role in an AI-enabled shopping environment and how predictive intelligence embeds behavioral insight into brands’ daily workflows to drive faster, smarter commercial decisions. Through real-world case studies and practical frameworks, unPACKED guides you to accurately predict packaging that sells, no matter who, or what, is doing the choosing.

unpacked-second-edition-under-1mb

In an AI-enabled shopping environment, packaging remains mission-critical.

AI-assisted and agentic shopping are changing how shoppers search, compare, validate, and ultimately choose. For insights experts, this adds a new dimension to packaging decisions: how to create designs that convert across both human and AI-enabled shopping journeys. Packaging effectiveness matters more than ever, and the second edition of unPACKED explores what it takes to get it right.

With two new chapters, the second edition examines packaging’s role in an AI-enabled shopping environment and how predictive intelligence embeds behavioral insight into brands’ daily workflows to drive faster, smarter commercial decisions. Through real-world case studies and practical frameworks, unPACKED guides you to accurately predict packaging that sells, no matter who, or what, is doing the choosing.

Meet the Authors

As CEO of Behaviorally, Alex Hunt has led the company’s strategic transformation into a provider of predictive digital products focused on helping brands win the most important moment in marketing: the purchase transaction. Under his leadership, Behaviorally has become a pioneer in leveraging first-party behavioral data and predictive analytics to help brands optimize their packaging and retail presence


Matt Salem, SVP at Behaviorally, has spent over 20 years researching how packaging influences shopper behavior. Known for turning insights into clear, actionable stories, Matt brings a natural, dynamic style to both public speaking engagements and everyday conversations. He’s a proud parent to Niessen and Nyla and resides in New Jersey.

CEO Behaviorally (1)-1

Unparalleled Expertise at Scale

This book dives into case studies, key packaging design principles, and the AI-driven shifts every marketer needs to understand as packaging moves from shelf asset to decision infrastructure.
Jon Zunick
Innovation Manager
This book isn’t about tools; it’s about changing how we make decisions as AI becomes embedded in the workflows that shape strategy, design, and commercialization.
John D. Pfalzgraf
Director, Consumer Knowledge
This book is a must-read for any marketer serious about converting packaging into a revenue driver. The data doesn’t lie: visibility alone can 2.5x your likelihood of purchase, and in the age of AI-assisted shopping, being seen may matter in entirely new ways.
Sara Polon
Co-Founder and CEO
This book brilliantly captures what marketers have felt for years: packaging is your first, best salesperson. Now, packaging will also be one of the pieces AI uses to discover, validate, and recommend brands.
Nino Ciappina
General Manager, Automotive
Behaviorally’s 4S framework gave our teams a shared language and the clarity to make fast, confident decisions. In a world where AI is reshaping how packaging is created, evaluated, and chosen, that kind of framework matters more than ever.
Ken Hauser
Senior Manager Market Research
Every CPG executive should read unPACKED. It’s a powerful reminder that packaging is one of your most overlooked and impactful growth levers. Its role will only become more critical as AI-assisted shopping reshapes how people discover, evaluate, and choose your products.
Nick Graham
Founder
This book is a must-have toolkit to understand value creation through packaging in a fast-changing, omni-channel world, where AI-assisted shopping, predictive intelligence, and AI embedded into workflows are redefining how brands make decisions.
Francesco Ventisette
Executive Director, Insight and Analytics