October 15th 2025

How Diageo is embracing the AI opportunity

Patricia Borges, Global Managing Director of Gins and Rums at Diageo, on how AI is supercharging personalisation at scale.

Nicola Kemp

Editorial Director Creativebrief

Related Tags

innovation Alcoholic Drinks Cultural Currency ai/machine learning

Users who viewed this article also looked at:

Trend

YouTube levels up creator partnerships with social series

‘The Brand Deal Desk’ series aims to help creators level up their brand partnerships on YouTube.

Trend

Why your talent strategy is your distinctive growth strategy

As she launches her new business, Talent in Residence, Adele Lewis Bridgeman makes a powerful case for your talent strategy at the heart of your business.

Trend

Why the future of influence is real life, not viral

Brands need to think about influence less as media distribution and more as behavioural infrastructure, writes Tom Ridges.

Voices

Could AI agents be the ultimate activists?

Sara Denby, Director of the Oxford Future of Marketing Initiative at the Saïd Business School at the University of Oxford, predicts a progressive future for AI agents.

Voices

The 2026 Creative Equals RISE Trend Report is live

The free-to-download report shares learnings on how inclusion drives growth from brands including Nurofen, Mattel, Tony’s Chocolonely and the Financial Times.

Case Studies

New Work

Agencies

Insights

BITE

Events

Archived Case Studies

News

How Diageo is embracing the AI opportunity

Nicola Kemp

Related Tags

Users who viewed this article also looked at:

YouTube levels up creator partnerships with social series

Why your talent strategy is your distinctive growth strategy

Why the future of influence is real life, not viral

Could AI agents be the ultimate activists?

The 2026 Creative Equals RISE Trend Report is live

Want to access more content?

Individual Membership