AI Today Podcast: Artificial Intelligence Insights, Experts, and Opinion
AI Today Podcast: Hyperpersonalization at Diageo: Interview with Nick Owen, Diageo
Jan 5, 2024
In this podcast, Nick Owen, a marketer at Diageo, discusses hyperpersonalization, utilizing AI for whiskey recommendations, centralizing consumer data, staying ahead in AI adoption, team structures, and insights on practical AI implementation in various industries.
55:16
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Quick takeaways
- Hyperpersonalization focuses on treating each individual as an individual, using machine learning to develop evolving profiles.
- Diageo's use of sensory profiling and personalized marketing enhances consumer engagement and satisfaction.
Deep dives
Flavor print technology for personalized whiskey recommendations
Diageo, a multinational alcohol beverage company, has developed a flavor print technology called 'What's Your Whiskey?' to help consumers navigate the whiskey category. By answering a set of 11 questions, consumers are provided with accurate product recommendations based on their taste preferences. Diageo's algorithm replicates human palate functioning, allowing for sensory profiling on a global scale. The technology combines user input with the company's R&D team's whiskey profiling, creating a personalized and science-based consumer experience.
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