Scotch whisky, art and AI: a personalised Johnnie Walker

Johnnie Walker in Edinburgh is inviting guests to discover Johnnie Walker x Scott Naismith, a Generative AI-powered experience that allows users to co-design a personalised bottle of Johnnie Walker Blue Label.

Running for a limited time across the month of August in 2024, the experience is powered by ‘Project Halo’ and allows visitors to co-create personalised label designs/product artwork.

Visitors will be prompted to answer three simple questions that will influence key themes in Scottish artist Scott Naismith’s work, ultimately impacting their bottle design. The simple prompts will generate various colours, locations, artistic styles and times of day, resulting in a unique bottle that will be printed in a matter of minutes.

Will Harvey, Senior Global Innovation Manager at Diageo, said: “This is the first pilot in a wider platform that the Breakthrough Innovation team is exploring, looking at how we can use AI responsibly to enable co-collaboration between fans and artists. Demand for personalisation shows no signs of slowing down, so we’re delighted to offer the chance to create one-of-a-kind AI-enabled designs with Scott.”