World first AI-based paper cup recycling initiative launches in Cardiff

Daniel Bevan - Senior Journalist

A world-first, AI-powered initiative to tackle paper cup waste has launched in Cardiff city centre, marking a world-first in sustainable recycling.

The three-month pilot program invites Cardiff locals and visitors to recycle their used paper cups at participating stores in exchange for a 5p reward. Customers who purchase drinks in paper cups from major retailers like McDonald’s, Greggs, and Pret a Manger can download the Bower app, scan their cup using the AI photo scanner, and return it to a participating store for proper recycling.

According to Keep Wales Tidy, “The initiative is a unique collaboration between competing brands, uniting in the fight against landfill waste.”

The UK disposes of an estimated 2.5 billion paper cups annually, with many ending up as litter or in landfill due to improper recycling. This innovative scheme aims to address that issue by making recycling easier and more rewarding for consumers.

Owen Derbyshire, CEO of Keep Wales Tidy, said: “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 National Cup Recycling Scheme, launched in 2018, is an industry-led effort to increase cup recycling across the UK. It funds incentives for waste collectors and simplifies the process for businesses and consumers to recycle responsibly.

Hannah Osman, National Cup Recycling Manager at Valpak, said: “We are thrilled to support this innovative initiative, which makes cup recycling easier and more rewarding for Cardiff residents.

“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.”

Bower, which works with over 550 brands and has 700,000 users globally, will track participation in the scheme and reward Cardiff residents for their efforts to create a cleaner, greener city.

Berfin Mert, Co-founder of Bower, said: “We’re excited to support Cardiff’s ground-breaking 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.”

The pilot, which began on April 22, will run for three months, offering Cardiff residents and visitors the chance to participate in this pioneering recycling initiative. To take part, simply download the Bower app, scan your cup, return it, and earn rewards—all while helping to keep Wales tidy.