Could AI Recommend Your Next Whisky? Diageo Thinks So

Beverage giant Diageo has been making use of Vivanda, an artificial intelligence (AI) tool that could soon be recommending your next bottle of whisky.

Diageo has been using Vivanda’s technology since 2019 in numerous markets, including the “Journey of Flavour” experience at Johnnie Walker Princes Street in Edinburgh. 

Vivanda is the foundation behind the “What’s Your Whisky” website. AI tech powers Vivanda’s “FlavorPrint” system and, by asking users a series of questions, it can pinpoint their personal preferences and thus recommend a whisky to purchase. 

According to a press release, Diageo now plans to expand its use of Vivanda’s tech to other areas of its portfolio and will use Vivanda to “support the continued development of our advanced analytics and digital marketing capabilities, providing a deeper understanding of consumer taste preferences and helping to unlock further opportunities in innovation and personalised consumer experiences.”

Cristina Diezhandino, Chief Marketing Officer at Diageo, commented: “We know consumers are looking for more personalised, interactive experiences and that they are increasingly engaging with our brands digitally as well as in person. We’re delighted to welcome Vivanda to Diageo and we are looking forward to working together to connect with consumers in more innovative ways that help shape the future of how we socialise in person and virtually.”