Greyparrot claims world first with launch of Deepnest AI powered waste intelligence platform

Greyparrot, a specialist in waste analytics, has launched Deepnest, pitched as a world first AI platform that gives brands direct access to their recyclable waste data.

This tracks packaging performance by brand, material, product type, and region. It reveals exactly how packaging moves through the waste system: what’s sorted, recycled, or lost.

Powered by Greyparrot Analyser AI camera systems in material recovery facilities, Deepnest relies on what is claimed to be the world’s most comprehensive household packaging waste database - these systems process over 40 billion waste objects annually across more than 20 countries.

Greyparrot currently detects $1 billion worth of recyclable materials in the waste streams it monitors, and estimates that, if rolled out globally, its systems could uncover up to $100 billion in recyclable value every year by 2040. Using this data, Deepnest then provides brands with actionable insights, generating tailored recommendations to improve packaging, from shape and colour to material composition.  

Ambarish Mitra, Co-founder at Greyparrot, says: “The term “waste” is itself a misnomer - our data shows that post-consumption materials are worth billions to our global economy. For too long, brands have had to operate with little visibility into their packaging’s end of life.”

“Empowering brands with real-world data on their products' recyclability gives them a huge competitive advantage, which is exactly what Deepnest is designed to do. As regulations tighten and consumer demands grow, winners will be those who act on real-time insight - and can prove it.”

Unilever and Amcor are some of the major consumer goods brands and packaging producers trialling Greyparrot’s technology. 

Dr Liz Smith, Global R&D Head of Deodorants at Unilever, says: “AI enabled waste intelligence tools have great potential to provide new visibility into how packaging is actually being sorted and processed in real-world recycling systems.”

“Our goal is to reduce our virgin plastic use and make our plastic packaging reusable, recyclable or compostable - and insights like these could critically help to inform future packaging design, enable recyclability in practice and at scale, and increase the supply of high-quality recycled materials.”

Sandra Gibbs, Chief Supply Chain Officer at Asahi Beverages, says: “Asahi Beverages has made big strides in sustainable packaging, including switching to 100% recycled plastic bottles for brands like Pepsi Max, Solo, Schweppes, and Sunkist.”

“We also operate Australia’s largest PET recycling facility - a joint venture with Coca-Cola Europacific Partners - and we’ve been looking for real-time data to help maximise its impact. That’s why we installed Greyparrot Analysers to unlock operational data to improve recycling quality and output. Deepnest can transform that data into insights to guide smarter packaging design from the outset. We’re exploring how this technology can help us embed a data driven approach across the entire packaging lifecycle, moving us closer to 100% circular packaging.”

Mark Roberts, Circular Economy Director at Amcor, comments: "The packaging industry relies on lab scale testing and software models to predict recyclability of packaging solutions, but actual real-life data is missing, given the huge resources it would take to get real waste data at scale from operating facilities. With Greyparrot’s AI powered waste intelligence, Deepnest is unlocking real-world recyclability data that the packaging data chain has been missing."

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.