Diageo’s Creative AI Approach: Human-First Experiences
Patricia Borges, Diageo’s Global Managing Director for Gins and Rums, champions a vision of AI that prioritises meaningful consumer connections over technology for its own sake. At Diageo, AI is a tool to deliver personalised experiences that resonate deeply with consumers, strengthening brand loyalty through thoughtful and relevant engagement. This human-first approach places consumer benefit at the heart of innovation, driving marketing strategies that balance creativity with empathy.
Cultivating Connection: AI, Curiosity & Authentic Brand Worlds
Diageo uses AI to craft immersive and tailored brand experiences that invite participation and cultural relevance. The Tanqueray “Cocktail of Dreams” campaign uses AI-driven personalisation to engage consumers in unique ways, while collaborations like Kettle One and Tanqueray’s partnership with the series “White Lotus” highlight how AI complements storytelling by tapping into cultural movements. An internal culture of “external curiosity” encourages teams to stay attuned to societal shifts, using data insights to adapt messaging authentically. Influencer initiatives such as Captain Morgan’s House Party further ground these efforts in genuine connections, demonstrating AI’s role in helping brands build trust and emotional resonance with diverse audiences.
The Future is Empathy: Meaning-Making in the AI Age
Borges emphasises that beyond algorithms and data, marketing remains a practice of storytelling with purpose and genuine connection. In Diageo’s model, AI is an enabler that amplifies human creativity rather than replacing it. The real strength lies in the ability to be “meaning-makers”—using empathy and imaginative thinking to create moments that connect culture and consumers. This approach offers a blueprint for other brands to integrate technology thoughtfully while keeping humanity at the core of their creative vision.
