The creative space is set to experience a paradigm shift as Diageo, International Spirit Giant, reveals its transformative revolutionary GenAI tool, which is meant to revolutionize and hasten packaging designs.
Diageo, a renowned global brand, with more than 200 brands under its wings, has co-developed a cutting-edge Generative AI tool with the aim of arming creatives with limitless ideas, speeding up the design process and ultimately delivering highly quantifiable products for its clients.
In a roundtable discussion organized by Adweek during the Cannes Lions Award, Mark Sandys, the Chief Innovations Officer of Diageo, enthusiastically acknowledged the resounding success of their latest innovation.
After undergoing beta testing on two of Diageo’s prominent brands, Smirnoff and Don Julio, the transformative GenAI tool proved its potential in revolutionizing packaging designs. Sandys also highlighted how this innovation sparked creativity within the team, leading them to ideate multiple forms for each brand’s packaging variations.
The implications of this exponential tool are profound, as it is believed to provide companies with a competitive advantage, all the while remaining under the guidance of human creatives.
“Imagine our design team’s human creativity amplified by the power of AI—truly a new chapter for us,” said Sandys. “The ability to intelligently fail and iterate rapidly is becoming indispensable for success.
These tools are not only transforming our work processes but are also reshaping the relationship consumers have with our brands.”
The unveiling of this revolutionary GenAI tool has set Diageo on a path of innovation, positioning them to thrive in a rapidly evolving market landscape.
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