How Pernod Ricard is Redefining Work with AI

Pernod Ricard, a global leader in the spirits industry, is not just blending fine liquors but also data and AI as part of a major workforce transformation. Traditionally known for brands like Jameson and Absolut, the company has shifted focus to operationalizing AI across its business. Central to this effort are tools like D-STAR, which guides sales teams on where to prioritize efforts and what products to pitch, and Matrix, which optimizes marketing spend to boost ROI. These systems are continuously evolving, showing that AI integration is less a one-time transformation and more an ongoing journey, challenging traditional ways of work.

A notable aspect of this transition has been balancing digital sophistication with a deep-rooted corporate culture. Resistance to AI tools has emerged from unexpected quarters, with marketing professionals questioning the data-driven approach, while sales teams have embraced measurable gains like improved sales. Building trust has been critical, addressed through transparent AI development, clear incentive alignment, and cultural adaptation to decentralized global operations. Additionally, leadership, particularly CEO Alexandre Ricard, has played a pivotal role in steering this bold strategy, emphasizing both the potential of AI and its alignment with Pernod Ricard's legacy.

The company’s partnership with Boston Consulting Group was crucial initially, but Pernod Ricard soon decided to internalize AI capabilities, establishing a central data science team. This self-reliant model, tailored market by market, has paid off significantly, driving improved decision-making and market responsiveness. Looking forward, Pernod Ricard is doubling down on AI, especially generative technologies, to further redefine roles in marketing and sales. The message is clear: success in AI adoption lies not just in the tools but in reimagining work culture and aligning it with ongoing innovation.

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