Educational initiative equips Swedish retailers for new EU requirements
In the coming years, new legislation will take effect across the EU requiring newly manufactured goods—such as textiles, furniture, and electronics—to be equipped with a Digital Product Passport (DPP). AI Sweden, alongside a broad national coalition of stakeholders from industry, trade associations, and academia, is now consolidating years of practical experience into a unique new educational initiative for the retail sector. The objective is to help Swedish retail companies meet these EU requirements while simultaneously laying the groundwork for future AI-driven business value.
AI-generated image.
Structured data is the foundation of all successful AI implementation. This is now coming to the forefront with the introduction of Digital Product Passports, representing one of the most significant transformations for the retail industry in modern times. These passports will include information regarding a product's origin, components, and recyclability, among other details. Many Swedish retail companies, particularly small and medium-sized enterprises (SMEs), currently lack the internal capacity and systems necessary to collect and structure this data.
To address this challenge, AI Sweden is launching the project "Digital product passports in practice: From data to business value for retail.” Funded by the Hakon Swenson Foundation, the project will produce a national, video-based training package that will be provided entirely free of charge and open to the entire Swedish retail sector.
Collecting and structuring data from global and complex value chains is a massive challenge, especially since many retailers do not own their own production facilities but instead source from multiple different suppliers. Through this initiative, we are shifting the focus from what a digital product passport is to how a retailer can concretely and systematically build their process for generating structured data.
Josephine Darlington
Project Manager at AI Sweden
From manual processing to AI maturity
The training initially focuses on helping companies build their data structures in a resource-efficient manner, moving from manual information gathering to a more automated workflow. This is a crucial first step in building the data maturity required to apply machine learning and AI solutions to product information in the future.
The project brings together leading expertise and is carried out in collaboration with several project partners:
- AI Sweden - Project management and coordination
- Swedish Trade Federation (Svensk Handel)
- GS1 Sweden
- Sigma Technology Insight Solutions
- Smartr
- Halmstad University
- 4plusventures
“Digital product passports are not just a legal requirement; they are a springboard for the AI-driven and sustainable retail of the future,” says Magnus Nikkarinen, Head of Sustainability at the Swedish Trade Federation.
He continues:
For Swedish retail to remain internationally competitive, a significant increase in competence is needed regarding how we collect and evaluate product data. This training package is a very important piece of the puzzle to lower barriers and make it possible for retail companies, regardless of size, to start using their data as a strategic asset for increased business value.
Magnus Nikkarinen
Head of Sustainability at the Swedish Trade Federation
Seeking pilot companies for free coaching
During the spring and fall of 2026, the training materials will be developed and verified. AI Sweden is currently seeking five to ten pilot companies in the retail sector that want to participate and test the training in practice. Participating pilot companies will receive free expert coaching from Sigma and Smartr to develop their very first digital product passport. Mandaley Group, which owns the brands Soft Goat and By Malina, has already signed on as one of the pilot participants.
Increased requirements for traceability mean more data and greater opportunities. Companies that have control over their information can quickly transform it into insights, innovation, and AI-driven solutions. What starts as a cost soon becomes a strategic asset.
Robert Nyquist
Machine Learning Engineer at Smartr
Interested in joining the pilot?
Participation involves an estimated commitment of approximately four half-days during the autumn, including testing training modules and taking part in coaching sessions.
Partners of AI Sweden are given priority for pilot spots.
For more information and to register interest in the pilot project, please visit the project page:
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