Diageo’s Johnnie Walker unveils generative AI personalised bottle experience

Diageo has launched an interactive experience for Johnnie Walker Blue Label at Edinburgh, using generative AI in collaboration with artist Scott Naismith. Visitors answer three questions to influence the design of their bottle, which is then printed on-site. This initiative, available throughout August 2024, is part of Diageo's Project Halo and aims to blend art with technology for a personalized consumer experience.

Beverage company Diageo has unveiled its Johnnie Walker x Scott Naismith collaboration, which uses generative AI to enable guests to personalise their own bottle of Johnnie Walker Blue Label.  

This offering, believed to be the first in blending premium Scotch whisky with art and AI technology, will be exclusively available at the Edinburgh, Scotland, venue from 1-31 August 2024. 

The interactive experience invites visitors to respond to three simple questions that will guide the themes in Scottish artist Scott Naismith’s artwork, affecting the final design of their bottle.  

The prompts will generate a variety of colours, locations, artistic styles, and times of day, culminating in a distinctive bottle label printed within minutes. 

Powered by Diageo’s Breakthrough Innovation ‘Project Halo’, the technology behind this experience is driven by generative AI.  

Full story at Packaging Gateway.