The Challenge

Seedlip is one of Diageo’s major brands in the fast-growing non-alcohol category – and is in a prime position to capture consumers that want more conscious drinking. Whether that’s abstaining, sipping low-proof drinks, or switching between non-alcohol and regular-strength drinks - Seedlip is a market leader. Add to that, sales in 2022 of the no-alcohol and low-alcohol beverage category grew by more than 7% in volume across 10 key markets, surpassing $11B in market value. Seedlip is now primed for growth through innovation.

Building on their brand positioning, Seedlip decided to invest in Generative AI: 

• Consumers have high expectations around digital experiences - wanting more than web and social. They expect convenience, hyper-personal, and highly relevant 1-2-1 content.
• Conversational AI & messaging are preferred channels that allow for 24x7 support.
• Consumers have embraced ChatGPT – which uses Generative AI and attracted 100M users within 3 months of launch.
• Generative AI is a revolutionary technology that creates content like text, audio, images, and even video.  
• Generative AI was pioneered by firms like Open AI & Google; and represents the next wave of personalization and customer experience.

Meet Elli - The AI Cocktail Concierge built by Voxly Digital

• Elli is a virtual brand ambassador for Seedlip, one of Diageo’s major players in the fast-growing non-alcohol category.
• Powered by Artificial Intelligence, Large Language Models, and a bespoke Knowledge Base - Elli is arguably Seedlip’s number one fan. She is here to help you find that perfect gift, craft a non-alcoholic cocktail or answer your questions. Why not ask her for her go-tococktail or for a gift recommendation?  
• Elli provides a truly conversational experience – we used a combination of AI for intent matching, NLU, NLG, and moderation; combined with classic NLP to drive conversational journeys. 
• Elli is focused on personalization - giving gift and cocktail recommendations based on personal preferences.
• Elli was designed from day one to have AI guardrails in place – providing a safe and on-brand experience while getting the best of what AI has to offer. 
• Elli isn’t an R&D prototype – she’s a live service with commercial targets, and the master creative behind an integrated media campaign. 
• Elli has amazing content (topic-based, cocktail finder, gift recommendation engine, etc) and delivers personalisation through conversation.
• Elli is a fully expressed virtual character – she has a backstory, tone-of-voice, and loads of other elements that we created for her. 
• In another Diageo first, we generated Elli’s photo using the Getty Images AI generation tool. She’ll be used in places like advertising, CRM emails, and in other channels. 
• We deliverd kick-off to launch at Diageo Captial Markets Day in Nov 2023 in under 3 months.

Chat to Elli now: https://www.seedlipdrinks.com/en-us/virtual-concierge/

Whats Next?

We are already working on concepts and upgrades for the next stage of Diageo’s Generative AI journey. Stay tuned!