Developing a Conversational AI Strategy for Diageo

Building a future-facing roadmap to help Diageo Global navigate the next 5 years of Conversational AI. 

The Challenge

Having launched one of the first Alexa skills “The Bar” with Voxly Digital in 2018, alongside a range of other branded chatbots, Diageo has a strong record of innovating new ways for consumers to interact with their brands.  In 2021, the Global Digital Innovation team were looking to establish a longer-term strategy for Voice. They wanted a partner to help them navigate the rapidly shifting landscape of Conversational AI and stay ahead of the curve. 

The Approach

Over several months, we worked closely alongside the Diageo team to develop a robust strategy and pilot roadmap to help them navigate the next 3 - 5 years of Conversational AI.  Considering 4 x key areas of Voice (Search, Commerce, Media/Advertising & Experiences) this project pulled together:

  • Stakeholder interviews and workshops; pulling together brands, data, legal, technical and innovation leads.  
  • User surveys and research.
  • Competitor benchmarking.
  • Platform & Technical reviews & forecasting.
  • Voice Search Visibility Audit.
  • Financial and Business Case.

The Results

The final strategic output was an approved Global Strategy which included:

  • Summary of key findings (internal & external).
  • Strategic principles and market-entry points.
  • A robust test and learn roadmap and number of prototypes.
  • Clear recommendations for organisational & funding support to ensure success.

These helped unlock programme budget and established Conversational AI as a key focus area moving forwards for Diageo. In parallel, we also built clear stakeholder alignment across the business and support for the roll out of a number of pilots in 2022+.

The Challenge

Having launched one of the first Alexa skills “The Bar” with Voxly Digital in 2018, alongside a range of other branded chatbots, Diageo has a strong record of innovating new ways for consumers to interact with their brands.  In 2021, the Global Digital Innovation team were looking to establish a longer-term strategy for Voice. They wanted a partner to help them navigate the rapidly shifting landscape of Conversational AI and stay ahead of the curve. 

The Approach

Over several months, we worked closely alongside the Diageo team to develop a robust strategy and pilot roadmap to help them navigate the next 3 - 5 years of Conversational AI.  Considering 4 x key areas of Voice (Search, Commerce, Media/Advertising & Experiences) this project pulled together:

  • Stakeholder interviews and workshops; pulling together brands, data, legal, technical and innovation leads.  
  • User surveys and research.
  • Competitor benchmarking.
  • Platform & Technical reviews & forecasting.
  • Voice Search Visibility Audit.
  • Financial and Business Case.

The Results

The final strategic output was an approved Global Strategy which included:

  • Summary of key findings (internal & external).
  • Strategic principles and market-entry points.
  • A robust test and learn roadmap and number of prototypes.
  • Clear recommendations for organisational & funding support to ensure success.

These helped unlock programme budget and established Conversational AI as a key focus area moving forwards for Diageo. In parallel, we also built clear stakeholder alignment across the business and support for the roll out of a number of pilots in 2022+.

Who is Voxly Digital?

We connect Brands & Consumers through Conversational AI & Synthetic media.

The world is changing fast. Over the last 12-24 months NFTs, the Metaverse, Discord, (and even Blockchain) continue to make headlines and generate actual consumer interest. What’s our role in all this?

Well … we believe Conversational AI is the most human tech ever invented, and that it will play a pivotal role in relationships between people and the digital world. Our mission is to combine Conversational AI with the latest Digital & Synthetic Media to bring never before seen Conversational Experiences to life.

We are a high-end tech agency that build experiences and apps across advanced conversational interfaces like Digital Avatars, Immersive Metaverse Characters, Voice Assistant’s (Alexa, Google), and good ol Chatbots.

We started out primarily as a Voice Agency, and continue to do lots of work on Alexa and Google Assistant. For example, we run the world’s largest Voice Marketing platform for our retained client Send Me a Sample (check them out people …), plus we have done projects for Joe Wicks (The Body Coach), Acamar Bing, The National Hockey League via Rogers Communications, Spider Man Into the Spider-Verse, the NHS, O2, Penguin Random House, Unilever, Coty, Diageo, Yoplait, Vitality Insurance and loads of other mega brands.

Visit us at voxlydigital.com or linkedin.com/company/voxly-digital/

Have a project in mind? Schedule a 30 minute discovery call and I will at the very least give you some great advice.

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