Learn why Diageo looked to Generative AI to drive the next wave of user experience
Seedlip is one of Diageo’s major brands in the fast-growing non-alcohol category – and is in a prime position to capture consumers that want more conscious drinking. Whether that’s abstaining, sipping low-proof drinks, or switching between non-alcohol and regular-strength drinks - Seedlip is a market leader. Add to that, sales in 2022 of the no-alcohol and low-alcohol beverage category grew by more than 7% in volume across 10 key markets, surpassing $11B in market value. Seedlip is now primed for growth through innovation.
Why Gen AI? Why Now?
- Consumers have high expectations around digital experiences - wanting more than web and social. They expect convenience, hyper-personal, and highly relevant 1-2-1 content.
- Conversational AI & messaging are preferred channels that allow for 24x7 support.
- Consumers have embraced ChatGPT – which uses Generative AI and attracted 100M users within 3 months of launch.
- Generative AI is a revolutionary technology that creates content like text, audio, images, and even video.
- Generative AI was pioneered by firms like Open AI & Google; and represents the next wave of personalization and customer experience.
Meet Elli - The AI Cocktail Concierge built by Voxly Digital
- Elli is a virtual brand ambassador for Seedlip, one of Diageo’s major players in the fast-growing non-alcohol category.
- Powered by Artificial Intelligence, Large Language Models, and a bespoke Knowledge Base - Elli is arguably Seedlip’s number one fan. She is here to help you find that perfect gift, craft a non-alcoholic cocktail or answer your questions. Why not ask her for her go-to-cocktail or for a gift recommendation?
- Elli provides a truly conversational experience – we used a combination of AI for intent matching, NLU, NLG, and moderation; combined with classic NLP to drive conversational journeys.
- Elli is focused on personalization - giving gift and cocktail recommendations based on personal preferences.
- Elli was designed from day one to have AI guardrails in place – providing a safe and on-brand experience while getting the best of what AI has to offer.
- Elli isn’t an R&D prototype – she’s a live service with commercial targets, and the master creative behind an integrated media campaign.
- Elli has amazing content (topic-based, cocktail finder, gift recommendation engine, etc) and delivers personalisation through conversation.
- Elli is a fully expressed virtual character – she has a backstory, tone-of-voice, and loads of other elements that we created for her.
- In another Diageo first, we generated Elli’s photo using the Getty Images AI generation tool. She’ll be used in places like advertising, CRM emails, and in other channels.
- We deliverd kick-off to launch at Diageo Captial Markets Day in Nov 2023 in under 3 months.
Elli is sign-posted throughout the Seedlip Website incuding in the shopfront
Whats Next?
We are already working on concepts and upgrades for the next stage of Diageo’s Generative AI journey. Stay tuned!
