Diageo has partnered with Voxly for Conversational AI experiences that drive brand storytelling and ecommerce. A standout achievement of this collaboration is the launch of "Elli," a generative AI virtual concierge for the non-alcoholic brand Seedlip, which provides 24/7 personalized gift recommendations and cocktail recipes through a sophisticated virtual character persona. By leveraging advanced natural language processing (NLP), Diageo ensures these interactions feel human-centric and are hyper-relevant, moving beyond static chatbots to create dynamic, one-on-one consumer journeys.
Diageo also utilizes Voxly’s compliance AI technology to ensure brand and advertising creative adheres the Diageo Marketing Code (DMC). This technology acts as an automated safety layer, using AI to scan content for DMC violations and brand consistency across global markets.
"Working with Voxly has been a game-changer for Diageo. Their team's expertise in Generative AI and conversational design brought our Seedlip brand to life in a way we never thought possible. The speed at which they delivered a sophisticated, market-ready AI concierge like Elli was truly impressive".
Miguel Orlarte, Breakthrough Innovation, Diageo.
Selected Conversational AI projects Voxly has delivered in this sector.
A Gen AI Brand Ambassador That Turned Sampling Into Sign-Ups
Captain Morgan set out to sample one million consumers, then needed a way to keep the conversation going after the free drink was gone.
Voxly Digital built a Gen AI brand ambassador that became the opt-in channel for its sampling tours, prize draws and the Pepsi MAX launch, launching in Great Britain in 2024 before rolling out to Kenya and Indonesia in 2025.
Meet Elli, Diageo's First Generative AI Brand Ambassador (Globally!)
Having launched one of the first Branded Alexa skills in the UK with Voxly Digital in 2017, plus a range of chatbots, Diageo has a strong record of innovating new ways for consumers to interact.
In 2021, the Global Digital Innovation team used Voxly Digital to establish a longer-term strategy to help navigate the rapidly shifting landscape of Conversational AI. Building on that work, Diageo launched its first Generative AI consumer service in Nov 2023 via a Seedlip Conversational AI chatbot.
Conversational AI Strategy Sprint
Voxly Digital partnered with Diageo to develop a long-term conversational AI strategy, aiming to navigate the rapidly evolving landscape of voice and chat technologies. The collaboration focused on creating consumer-led experiences, such as "The Bar" Alexa skill, which provides hands-free mixology advice and personalized cocktail recommendations. This strategic roadmap culminated in the launch of "Elli," Diageo’s first generative AI assistant, designed to drive sales and engagement for the non-alcoholic brand Seedlip.
The Bar on Amazon Alexa
The Bar was recognised as a 2019 Webby Award Winner in the category of Best Voice Skill.
Want amazing cocktails - all you have to do is ask! The Bar’s Master Mixologist has hand-picked a range of the world’s best cocktails – from crowd favourites like an Old Fashioned or Cosmopolitan, to tailor-made recipes like the Pimm’s Cup or Southside Fizz. Just say Alexa, open "The Bar".
DCC Project Clara Digital Avatar
Voxly was proud to be partner with the Diageo Collaboration Center (DCC) in Stamford, Connecticut to provide a cutting-edge, AI-powered experience called Clara AI.
The core challenge from the Diageo DCC was to showcase future shopping and consumption behaviour in the home, moving beyond a scripted setup to a more flexible and immersive demonstration.
Our solution, Clara AI for DIAGEO, is designed to be the next generation of customer engagement. The system utilizes a seamless user experience: guests simply speak into their own casted device—whether an Apple or Android phone/tablet—and the AI on the main TV answers with audio and a visual interface.
Click below to learn more about the DCC.
Explore Conversational AI work for brands in your industry.
Talk to our team about advertising, commerce and customer support use cases for your brand.
