Diageo's Johnnie Walker Experiments With Personalized Packaging With Generative AI
Diageo's scotch brand Johnnie Walker is running a generative-AI powered consumer experience to create personalized packaging.
The effort, supported by Amazon's Bedrock service, is part of Diageo’s “Project Halo,” an enterprise-wide initiative that allows its brands to co-create label designs with consumers.
Visitors to the Johnnie Walker Princes Street tourism experience, held August 1-31, can co-design the packaging of their Johnnie Walker Blue Label bottle by answering three prompts, which generates an image relating to Scottish artist Scott Naismith’s work. The label then prints in minutes, the company said.
The custom bottle experience is included in the price of a tour and guided tasting at Johnnie Walker’s Edinburgh facility.
Breakthrough Innovations
Will Harvey, senior global innovation manager at Diageo, said the initiative is the first pilot from the breakthrough innovation team that launched within a wider platform. The team is exploring how the company can use AI responsibly to create more co-collaborations between fans and artists, he said.
“Demand for personalization shows no signs of slowing down, so we’re delighted to offer the chance to create one-of-a-kind AI-enabled designs with Scott,” said Harvey. “With Johnnie Walker Princes Street’s previous experience of using AI to enhance customer experiences, it’s the perfect place for us to launch this innovative offer to the world.”
Diageo said it is actively looking for more partners for future test-and-learns with the breakthrough innovation team. Collaborators thus far have included Phantom, Hybrid Software, GMG, and Roland DG.
The company stressed that Its generative AI work with AWS took into account ethical considerations and protections for artist-produced work.
