International spirits giant Diageo has co-developed an artificial intelligence tool with the aim of stimulating creative innovation and speeding up package design.
Diageo, with more than 200 brands and a market cap of $98 billion, worked with creative technology company Phantom to develop bespoke creative generation tools. The tools sit in a walled garden of content to protect its IP. Design tests were done for two of Diageo’s leading brands, Don Julio and Smirnoff.
The initial prototype was created for Don Julio Tequila using a limited data set to train the tool.
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