The Johnnie Walker x Scott Naismith Experience Combines AI and Art
Laura McQuarrie — July 24, 2024 — Tech
References: lardermag
For the first time at Johnnie Walker Princes Street in Edinburgh, whisky lovers are invited to discover Johnnie Walker x Scott Naismith, a generative AI experience that allows guests to co-create a personalized bottle of Blue Label whisky.
The experience will only be offered at the Edinburgh location for a month and it invites fans of the brand to answer questions to guide the direction of their AI-generated bottle design. Scottish artist Scott Naismith’s work will show up in the designs with unique colors, landscapes and times of day, and the bottles will be printed in minutes.
This experience leverages Project Halo from Diageo’s breakthrough innovation team. "This is the first pilot in a wider platform that the breakthrough innovation team is exploring, looking at how we can use AI responsibly to enable co-collaboration between fans and artists,” says Will Harvey, senior global innovation manager at Diageo.
The experience will only be offered at the Edinburgh location for a month and it invites fans of the brand to answer questions to guide the direction of their AI-generated bottle design. Scottish artist Scott Naismith’s work will show up in the designs with unique colors, landscapes and times of day, and the bottles will be printed in minutes.
This experience leverages Project Halo from Diageo’s breakthrough innovation team. "This is the first pilot in a wider platform that the breakthrough innovation team is exploring, looking at how we can use AI responsibly to enable co-collaboration between fans and artists,” says Will Harvey, senior global innovation manager at Diageo.
Trend Themes
1. Generative-AI Co-creation - Generative-AI technology is enabling customers to co-create personalized products with artists, offering a new level of customization and engagement.
2. Digital-art Integration - Combining traditional art with digital tools, such as AI, is opening up innovative ways to enhance product design and aesthetics.
3. Hyper-personalized Packaging - The ability to quickly produce bespoke packaging by harnessing AI capabilities is revolutionizing the consumer experience.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverages industry is exploring the use of generative AI to personalize packaging, enriching brand interaction.
2. Art & Design - Incorporating AI into art and design workflows is redefining creative processes and product customization.
3. Retail Technology - Advancements in AI are transforming retail technology by enabling instant, personalized product packaging.
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