A pioneering artificial intelligence-driven trial has been launched in Cardiff to encourage consumers to recycle paper cups by offering financial rewards. The initiative, driven by the National Cup Recycling Scheme in collaboration with Keep Wales Tidy and the waste sorting app Bower, commenced on 22 April and will run for three months. It utilises AI image recognition technology to verify cup returns at participating outlets, thereby rewarding users 5p for each cup recycled.

This scheme represents a novel approach by employing AI photographic detection to identify paper cups, departing from traditional barcode systems that rely on specific packaging identifiers. The trial is currently active in several well-known coffee and food outlets across Cardiff, including Caffè Nero, Costa Coffee, Greggs, McDonald's, and Pret a Manger.

Darren Hughes, Waste and Recycling Specialist at Costa Coffee, which is a founding member of the National Cup Recycling Scheme, commented on the initiative: "As a founding member of the National Cup Recycling Scheme, Costa Coffee is committed to increasing cup recycling across the UK. This pilot with Bower is an exciting opportunity to test new ways to engage customers and reward them for recycling their cups. By working together with our partners, we can continue to innovate and find practical solutions that make recycling easier and more accessible for everyone."

The trial comes in response to the ongoing challenge posed by single-use paper cups, of which approximately 2.5 billion are disposed of annually in the UK. Despite growth in reusable cup usage, single-use cups continue to constitute a significant waste issue. The National Cup Recycling Scheme, initiated by Valpak in 2018, aims to boost cup recycling nationwide by offering financial incentives of £70 per tonne for collectors, fostering improved recycling accessibility and behaviour among businesses and consumers alike.

Hannah Osman, National Cup Recycling Manager at Valpak, reflected on the broader potential, stating: "By funding this project, we are helping to drive real change in consumer recycling habits while ensuring valuable cup materials are kept in circulation. Collaboration is key to tackling waste, and this pilot demonstrates how brands, technology, and communities can come together to create practical solutions that drive real environmental impact. We're excited about the potential to expand this initiative, making it even easier for people across the UK to recycle their cups while earning rewards through Bower."

In support of the campaign, Keep Wales Tidy has initiated an awareness drive featuring promotional material across train station screens, high street displays, and in-store signage throughout Cardiff.

Paul Irwin-Rhodes, Head of Sustainability & SHE at Greggs, highlighted the alignment with corporate sustainability objectives: "As outlined in The Greggs Pledge, we're committed to reducing waste and making it easier for our customers to recycle. Being part of this initiative allows us to trial a simple and rewarding way for people to return their used cups while ensuring they are properly recycled. By working together with other brands and using technology like Bower, we can explore new, innovative solutions and drive positive change by increasing cup recycling, supporting a circular economy, and giving these materials a second life."

Significantly, the AI technology itself is a crucial advancement in the realm of recycling verification. Berfin Mert, Co-founder at Bower, explained: "We're excited to support Cardiff's groundbreaking initiative, which features the world's first paper cup recycling scheme powered by AI. Thanks to the AI object detection technology, developed in collaboration with Google, consumers can instantly identify and recycle their paper cups and get rewarded for their good acts. This collaboration showcases how technology, brands and communities can come together to tackle waste and drive real environmental change."

Owen Derbyshire, CEO of Keep Wales Tidy, also emphasised the scheme’s innovative potential: "At Keep Wales Tidy, we're always looking for innovative ways to tackle waste and protect our environment. This scheme is a fantastic opportunity for Cardiff to lead the way in paper cup recycling, showing how small actions - like returning a used cup - can add up to a big impact. By working together across industries and engaging the public, we can reduce litter, keep valuable materials in circulation, and move towards a more sustainable future for Wales."

The trial marks a significant step in leveraging technology and collaboration to tackle the environmental challenge of paper cup waste and could pave the way for national expansion if successful in altering recycling habits across the UK.