World-first AI cup recycling pilot delivers breakthrough results
The National Cup Recycling Scheme’s pioneering collaboration with Plovie (formerly Bower), Keep Wales Tidy and leading high‑street brands has delivered compelling evidence that digital rewards and AI‑enabled cup recognition can transform on‑the‑go recycling behaviour.
Access the full evaluation report for a detailed breakdown of findings, data and methodology at the bottom of the page.
A step‑change in cup recycling behaviour
Launched in Cardiff in April 2025, the pilot was the first initiative of its kind anywhere in the world, combining AI object detection, consumer incentives and cross‑brand collaboration to tackle the persistent challenge of paper cup waste. The results show that when recycling is simple, visible and rewarding, people change their habits at scale.
Independent bin compositional analysis by Keep Wales Tidy revealed a 70% reduction in paper cups found in general waste, and an 83% reduction for participating brands. This shift indicates that the pilot influenced behaviour well beyond the app itself, helping cups reach specialist recycling facilities instead of landfill or litter streams.
These results highlight the potential for digital return‑and‑reward systems to support city‑wide circular‑economy goals.
Cross‑sector collaboration at its best
The initiative brought together Costa Coffee, Caffè Nero, Greggs, McDonald’s and Pret a Manger, competitors united by a shared commitment to reducing waste. Supported by Keep Wales Tidy’s on‑the‑ground expertise and the National Cup Recycling Scheme’s industry leadership, the pilot demonstrated how coordinated action can deliver measurable environmental impact.
Public engagement was amplified through bilingual campaign assets, social media activity, out‑of‑home advertising and press coverage across Wales and the UK.
Supporting data from the Plovie App
While the behavioural and environmental outcomes were the standout achievements, the app data provides useful supporting insight:
- 3,822 cups scanned and 3,384 correctly sorted.
- 50.99 kg CO₂ saved through verified recycling.
- 70% reduction in paper cups found in general waste bins
- 83% reduction in participating brand cups in waste streams.
- 20 cups recycled per active user on average.
- 78% completion rate for the Plovie Cup Challenge.
- AI cup recognition validated in busy, real‑world environments.
- Strong cross‑brand collaboration across 20+ Cardiff stores.
These figures help quantify the environmental benefit and demonstrate consistent repeat engagement among participants.
What we learned
The pilot generated valuable behavioural insights:
- People are highly willing to recycle when the process is easy and rewarding.
- Participation peaked during commuter hours and Fridays, suggesting recycling is tied to daily routines.
- Middle‑aged adults and women were the most engaged demographics.
- A clear intention–action gap emerged: many scanned cups but did not return them highlighting the importance of convenient drop‑off points.
- Confusion around cup materials and workplace recycling rules remains a barrier.
These findings will help shape future rollouts and inform national conversations about reuse, recycling and consumer engagement.
Clear conclusions
- Digital rewards work. Incentives significantly increased correct cup disposal and repeat behaviour.
- AI can meaningfully support recycling. Plovie’s object‑recognition system proved accurate, fast and user‑friendly.
- Infrastructure matters. Recycling points must be placed where people naturally finish their drinks.
- Messaging must be clearer. Confusion around cup types and workplace recycling rules remains a major barrier.
- Partnerships amplify impact. Retailers, charities and industry bodies working together can shift public behaviour at scale.
Looking head
The Cardiff pilot provides a strong proof of concept for a national digital return‑and‑reward system for cups. With improved staff training, clearer messaging and expanded infrastructure, this model has the potential to scale across cities, workplaces and transport hubs, supporting the UK’s transition to a more circular economy.
The National Cup Recycling Scheme will continue to champion innovation that makes recycling easier, more engaging and more effective for everyone.
Plovie Cup Recycling Evaluation Report
Access the full evaluation report for a detailed breakdown of findings and data
