Whether we like it or not, artificial intelligence is increasingly entering into various areas of our lives. Some people still treat it as a cool toy, some are panicky afraid of its arrival, and some use its capabilities to improve work processes and marketing campaigns.

We recently reported on an AI-based software development that could significantly simplify the creation of digital product passports (a requirement established in the EU). And now we want to tell you about the marketing campaign of the famous brand Diageo Johnnie Walker.

Already in August, the company is launching an unprecedented campaign in collaboration with the famous Scottish artist Scott Naismith in its Johnnie Walker Princes Street building in Edinburgh. The idea is that anyone who comes on a tour of the company's building can create their own unique label for Blue Label whiskey, which will be printed out and pasted onto the bottle right away. After that, the bottle goes to the store, where it can be purchased. The label design is created by artificial intelligence based on a short survey of the visitor and the hints that he can provide. The style of the created labels is based on the style of Naismith's paintings. Thus, each visitor can become the owner of an absolutely unique, personalized bottle of Blue Label. The service is free, but is valid only in August and only in the specified Edinburgh store.

At the heart of the event is a trial of Diageo's innovation called 'Project Halo'. The technology, based on generative AI, allows consumers to create personalised designs of Diageo products that match their passions for different fan universes and worlds.

Materials used from sites diageo.com, packaginginsights.com.