Diageo uses AI to match consumers to whisky

Diageo has used new chat bot technology to launch Whisky Matcher, which helps users find a suitable single malt based on their flavour preferences.

Accessed via Facebook Messenger, Whisky Matcher allows users to ask questions in real time, using artificial intelligence to select a suitable whisky for them.

For instance, if a user expresses a taste for rich peated whisky, they may be directed to Talisker 10, while a whisky novice may be offered Glenkinchie 12 Year Old.

“Scotch is all about flavour – no other spirit offers the same breadth and depth of flavours as Scotch and certainly no other liquid is as versatile,” said Sam Maguire, innovation marketing manager for Diageo’s Futures unit.

“We know there is a perfect Scotch out there for everyone; whatever the occasion. The technology used to build Whisky Matcher makes it easy to find the perfect Diageo Scotch for you.”

Whisky Matcher is hosted on The Friends of the Classic Malts Facebook page.

In September this year, Pernod Ricard launched a Facebook Messenger bot for its Absolut Vodka brand, which informs users where to go to get a free Absolut-based drink.