Diageo has one of the most iconic brand portfolios in the world: Guinness, Don Julio, Crown Royal, Bulleit. So what does AI implementation actually look like at a company this big? Mike Ditter, Director of AI Strategy and Emerging Technology, Diageo, breaks down exactly how they're doing it.
Recorded live from CES 2026, hosts Shiv Gupta and Myles Younger sit down with Mike to talk about what he's seeing on the show floor, how voice is changing the human-AI interface, and why 2026 is all about building capability, not chasing tools.
Mike breaks down his work at Diageo across three areas: AI-powered content creation (with style and agency, not robots replacing humans), enabling enterprise AI adoption (because refusing to use AI in 2026 is like refusing to use email), and specific use cases that unlock value from Diageo's massive portfolio of brands, from Guinness to Don Julio.
He drops his pro tips for AI adoption, unpacks why the gap between imagination and implementation has completely collapsed, and how Mike (a molecular biology major with no CS degree) won a hackathon against 200 hardcore coders.
Oh, and Mike used Deep Research to figure out how much dinosaur pee is in a water bottle for his 5-year-old. The answer is 1%. And yes, there's math to prove it.
This is a great, quick episode for you to get your AI Edge right from the frontlines of CES. New episodes every Monday.
