The Challenge
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.
Building on their brand positioning, Seedlip decided to invest in Generative AI:
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-tococktail 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.
Chat to Elli now:https://www.seedlipdrinks.com/en-us/virtual-concierge/
Whats Next?
We are already working on concepts and upgrades for the next stage of Diageo’s Generative AI journey. Stay tuned!
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