From AI to VR: Diageo launches lab to develop digital concepts which go 'beyond the bottle'

Diageo has launched a new partnership lab, called Fusion by Diageo, which will bring in innovators to ‘co-develop the next generation of digital products that will elevate consumer experiences’.

That could include virtual reality experiences or the use of artificial intelligence to create personalized drinks choices.

The theme for the first cohort is ‘Celebrate at Home’, with participants set to explore new frontiers in how people unwind, experiment, and entertain in their own spaces.

“Diageo is particularly excited about the potential to harness the latest technology to create highly individualised experiences for the home; whether using AI to hand-pick product recommendations, or the latest VR and AR technology to transform a living room into a 20,000 person music arena, where everyone has a front row seat,” explains the company.

Applicants for the program​​ can come from both within and outside the drinks industry.