Proway & Hydrorelax CEO Jonny Shares AI Talent Strategy at PPWR Forum
First published: September 18, 2026 · Last updated: September 18, 2026 · By Shirley · Category: Company News
From September 7 to 8, 2026, Proway & Hydrorelax CEO Jonny attended a two-day PPWR industry forum with management team members Yuki and Fendy. The event brought together 80 representatives from export companies and the logistics and compliance sectors to discuss EU packaging regulations, corporate compliance, and digital talent development. On September 8, Jonny shared how Proway & Hydrorelax uses AI Agents to support its team and how talent development can help businesses respond to compliance and operational challenges in international trade.
Audience discussion at the PPWR compliance forum
Three Forum Topics: What Capabilities Do Export Companies Need?
The forum focused on employment compliance, the EU Packaging and Packaging Waste Regulation (PPWR), and AI-driven digital talent strategy.
Participants discussed how export companies can understand regulatory changes, identify risks earlier, improve internal processes, and build team capabilities for a changing international trade environment.
For exporters, product performance is only one part of operating in international markets. Supply chain transparency, compliance information management, risk alerts, and cross-department cooperation also affect how quickly a company can respond to market changes.
Preparing for PPWR Compliance: Why Should Companies Organize Supply Chain Data Early?
Preparing for PPWR is not the responsibility of one department; it requires data coordination across procurement, production, warehousing, and logistics.
EU PPWR compliance capacity-building training presentation
Without ongoing monitoring and internal recordkeeping, companies may be forced to react only after a problem appears. To prepare for PPWR requirements, exporters should review existing packaging, supply chain information, and business processes early, then identify gaps in data and responsibility.
Verify packaging and related information across the supply chain.
Organize records from procurement, production, warehousing, and logistics.
Clarify data responsibilities across departments.
Establish processes for ongoing updates and internal checks.
This means companies need more than regulatory knowledge. Different departments must also be able to collect, record, and verify information together.
AI Talent Strategy: How Does Jonny View the Relationship Between AI and Employees?
Jonny believes the value of AI lies in extending employees' capabilities rather than simply replacing them.
Proway & Hydrorelax CEO Jonny sharing AI Agent applications
During his presentation on September 8, Jonny introduced several ways Proway & Hydrorelax uses AI Agents in daily work:
Preparing multilingual marketing materials within hours to shorten content production time.
Quickly optimizing container loading plans to support logistics cost control.
Helping the team prepare quotations with market references.
Accelerating international market information collection and early-stage decision-making.
These applications do not hand complete tasks over to AI. Instead, AI supports information organization, initial analysis, and repetitive processing, allowing team members to spend more time on customer understanding, creative work, and business decisions. Proway & Hydrorelax has also continued learning about these applications through events such as the AI Summit for Global Trade.
Jonny explaining AI talent strategy and team capability development
As employees learn to use AI, they can also strengthen their digital thinking, information assessment, and problem-solving skills. For Proway & Hydrorelax, AI adoption and talent development need to move forward together.
Four Takeaways: What Can Export Companies Learn From This Presentation?
Compliance preparation should begin early. Companies should review supply chain information and internal processes before a problem affects the business.
PPWR requires cross-department cooperation. Packaging and supply chain data involve procurement, production, warehousing, and logistics, so one role cannot complete the work alone.
AI should support employee development. AI is suited to information organization, initial analysis, and repetitive tasks, while employees remain responsible for judgment, communication, and decisions.
Talent development should connect with real work. Teams build digital thinking and problem-solving skills by applying AI to actual business tasks.
Post-Forum Exchange: How Did the Presentation Lead to Practical Business Discussions?
After the presentation, several business representatives spoke with Jonny about practical ways to use AI in export operations and approaches to team development.
Group photo of some participants at the PPWR compliance forum
For Proway & Hydrorelax, the event was both an opportunity to share practical experience and a chance to exchange ideas with industry peers. Companies may face different products, markets, and organizational conditions, but each needs to consider how processes, talent development, and digital tools can help it respond to changes in international trade.
Looking Ahead: How Will Proway & Hydrorelax Continue Applying AI?
Proway & Hydrorelax will continue exploring AI Agent applications in international market research, marketing content, quotation preparation, and logistics planning.
The next step is not simply to add more AI tools. It is to define use cases based on business needs, improve workflows, and help team members build independent judgment and problem-solving skills. Jonny's related export business experience sharing also reflects this direction of continuous learning.
Work With Us: How Can You Contact Proway & Hydrorelax?
Proway supplies spa, sauna, and bathtub components to international markets. Hydrorelax is its brand for products that support lifestyle and wellness upgrades.
We will continue monitoring market changes and compliance requirements in international trade while using team development and digital tools to improve support for our partners. If you would like to learn about our products, supply services, or cooperation options, please contact us.
Frequently Asked Questions
1. When was the PPWR industry forum held?
The two-day event was held from September 7 to 8, 2026. Jonny delivered his presentation on AI talent strategy on September 8.
2. What topics did the forum cover?
The forum focused on employment compliance, the EU Packaging and Packaging Waste Regulation, and AI-driven digital talent strategy.
3. Why does PPWR compliance require several departments?
Packaging and supply chain information is distributed across procurement, production, warehousing, and logistics. These departments need to work together to collect, record, verify, and update the data.
4. How does Proway & Hydrorelax use AI Agents?
The applications shared at the forum included multilingual marketing material preparation, container loading plan optimization, quotation preparation, and international market research.
5. How does Jonny view the relationship between AI and employees?
Jonny believes AI should extend employees' capabilities rather than replace them. AI can support information organization and repetitive work, while employees focus more on customer understanding, creativity, and business decisions.
Would you like to learn more about Proway & Hydrorelax products, supply services, or cooperation options?
Visit the Hydrorelax website or contact us.
Visit the Hydrorelax website or contact us.
— End of news article · First published September 18, 2026 · Updated September 18, 2026 —