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Diageo has launched its inaugural personalized bottle experience powered by generative AI at the Johnnie Walker brand home in Edinburgh.
Johnnie Walker AI-Designed Bottles
Johnnie Walker Princes Street warmly invites guests to embark on an exciting journey to discover an innovative collaboration between Johnnie Walker and renowned artist Scott Naismith. This unique experience is powered by generative AI technology and enables guests to co-design a truly personalised bottle of the prestigious Blue Label whisky from the brand. This interactive opportunity not only connects guests with the artistry behind the whisky but also allows them to express their own creativity in a meaningful way.
This unique experience will take place exclusively at the Edinburgh location from August 1 to August 31, 2024, and is thought to be the inaugural event that merges Scotch whisky, art, and artificial intelligence.
How the Customisation Work
Visitors will be prompted to answer three simple yet thought-provoking questions that will significantly influence key themes prevalent in the work of Scottish artist Scott Naismith. These responses will play an integral role in impacting the overall bottle design. The prompts are designed to generate a variety of elements, including different colours, diverse locations, unique artistic styles, and specific times of day. This creative process will culminate in the creation of a truly unique bottle, which will be printed in a matter of minutes, showcasing the individualized artistic vision inspired by each participant’s input.
The experience is significantly powered by an initiative known as ‘Project Halo’, which is part of Diageo’s dedicated team focused on ‘breakthrough innovation’. This innovative project utilizes generative AI technology to enable the collaboration between brands and consumers. Through this collaboration, they can co-create personalized label designs as well as unique product artwork tailored to individual preferences.
Overwhelming Response
“Since opening, Johnnie Walker Princes Street has consistently striven to become a leader in utilizing the incredible power of AI to effectively personalise and enhance guests’ experiences,” said Rob Maxwell, who serves as the head of Johnnie Walker Princes Street.
“Johnnie Walker x Scott Naismith represents an exciting and innovative new step in our ongoing commitment to providing individuals with a wide array of tastes and interests something truly unique and completely different from what is currently available in the whisky experience market. This partnership stands out as a remarkable one-of-a-kind collaboration, and we are eagerly looking forward to witnessing the imaginative and creative designs that our guests will print on their personalized bottles.”
Attempt To Personalised Experience
The launch is a direct response to the rising tide of consumers who are showing an increasing interest in unique experiences and products. These offerings not only signify personal belonging but also reflect status and showcase individual personality traits. As people seek to express their identities, they gravitate towards items that resonate with their values and aspirations.
“This is the first pilot within a broader platform that the breakthrough innovation team at Diageo is currently exploring. They are investigating various ways in which we can utilize AI responsibly and ethically to enable co-collaboration between fans and artists,” stated Will Harvey, who serves as the senior global innovation manager at Diageo.
Future of Personalised Bottles
“Demand for personalisation shows no signs of slowing down, and this trend is only expected to grow in the coming years. Therefore, we’re absolutely delighted to offer the exciting opportunity to create one-of-a-kind, highly unique AI-enabled designs in collaboration with Scott. With Johnnie Walker Princes Street’s extensive previous experience in utilizing AI technology to enhance customer experiences, it stands out as the perfect place for us to launch this innovative and groundbreaking offer to the world, reaching audiences far and wide.”
Diageo’s pioneering innovation team is committed to proactively searching for collaborators to explore and experiment with groundbreaking concepts. Moving forward, the Project Halo initiative will involve Diageo collaborating with top industry specialists, such as Phantom, Amazon AWS, Hybrid Software, GMG, and Roland DG.
Cost of AI Powered Customised Bottles
The unique experience is available throughout the month of August at Princes Street, specifically with every purchase of a Blue Label whisky. The cost for participating in this exclusive offer is set at £240 (approximately US$310) per person, making it an opportunity not to be missed.
The bottle design element can be enhanced and complemented at no extra charge by the opportunity to book an expert-led tasting session of Blue Label. In addition to this, there is also a guided tasting experience available for the limited edition Johnnie Walker Blue Label ‘Elusive Umami’. This special tasting takes place in the rooftop Explorers’ Bothy bar, offering a unique and elevated environment for appreciating these exceptional whiskies.
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