Diageo Taps Gen AI for Personalised Packaging

Diageo is tapping generative AI to offer customers a unique personalised packaging experience.

Throughout August, visitors to Diageo’s Johnnie Walker Princes Street venue in Edinburgh, Scotland, can create their own personalised bottle of Johnnie Walker Blue Label.

What’s interesting is that this project is in partnership with Scottish artist Scott Naismith, which means the AI is trained off his work. This makes it an artist-positive example of gen AI.

Visitors answer three questions to generate a one-of-a-kind bottle label that is influenced by the key themes in Naismith’s work, including colours, locations, artistic styles, and times of day. It’s a great example of how co-creation experiences can build customer connections with brands.