25 Jul 2024 --- Diageo’s spirit tourism experience Johnnie Walker Princes Street is launching Johnnie Walker x Scott Naismith, a generative AI powered experience that allows guests to co-design a personalized bottle of Johnnie Walker Blue Label. Only available at the Edinburgh, Scotland venue, the experience is set to run from August and is believed to be the “first ever” to combine world-class Scotch whisky, art and AI. Will Harvey, senior global innovation manager at Diageo, says: “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 collaboration between fans and artists.”
