What does "intelligent packaging" mean for you and for the sake of this thread?

Search results give definitions like:

> Also known as smart packaging, intelligent packaging is a rapidly growing industry that combines traditional packaging with advanced technologies to create interactive and functional packaging solutions. This means that instead of using a pencil to complete the maze on a cereal box, users can scan a QR code that takes them into a virtual reality (VR) space to interact with the characters on the box.

Obviously this part is nothing by hype. What are some actually noteworthy developments you have seen under the umbrella?