Johnnie Walker, a Diageo brand, has unveiled a cutting-edge experience that leverages Generative AI to allow consumers to co-design personalized bottles of their renowned blended Scotch whisky.
Exclusive AI-Powered Experience
From August 1-31, 2024, visitors to Johnnie Walker’s Edinburgh Princes Street tourism site can partake in the Johnnie Walker x Scott Naismith experience. This unique event combines the artistry of Scottish artist Scott Naismith with the latest in artificial intelligence technology to create one-of-a-kind bottle designs for Johnnie Walker Blue Label.
How It Works
Participants are prompted to answer three simple questions that guide the AI in generating personalized designs. These questions influence key themes such as colors, locations, artistic styles, and times of day. The result is a unique bottle design, which is printed on-site immediately. This exclusive opportunity is available to those purchasing Johnnie Walker Blue Label at the retail store throughout August.
No Additional Cost for Bottle Design
The personalized bottle design experience is complimentary when booked alongside an expert-led tasting session of Johnnie Walker Blue Label. Additionally, guests can enjoy a guided tasting of the limited edition Johnnie Walker Blue Label ‘Elusive Umami’ in the facility’s rooftop Explorers’ Bothy bar.
Powered by Project Halo
This innovative experience is part of Diageo’s Project Halo, an initiative that uses Generative AI to allow consumers to co-create personalized label designs and product artwork. Project Halo represents a significant step forward in customization, offering bespoke designs that resonate with consumers’ passions and preferences.
Collaborative Technology
Project Halo has seen collaboration with industry leaders such as Phantom, Amazon AWS, Hybrid Software, GMG, and Roland DG. Diageo is actively seeking additional partners to explore and develop breakthrough ideas in personalized product design.
Meeting Consumer Demand
Will Harvey, Senior Global Innovation Manager at Diageo, highlighted the growing demand for personalized experiences. He noted, “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.“
Leading in Personalized Experiences
Rob Maxwell, Head of Johnnie Walker Princes Street, emphasized the site’s role as a leader in AI-driven personalization. “Johnnie Walker x Scott Naismith is an exciting new step in our commitment to offering guests something unique in the whisky experience market. This partnership is truly one-of-a-kind, and we can’t wait to see the designs our guests will create.“
The Johnnie Walker x Scott Naismith experience promises to be a groundbreaking fusion of whisky, art, and technology, setting a new standard for personalized consumer experiences in the spirits industry.
For more information, visit Johnnie Walker.
