Treasury Wines Estates (TWE) is embracing generative artificial intelligence, announcing that GPTStrategic has provided a genAI solution for streamlining workflows, increasing productivity, and paving the way for growth and innovation.
GPTStrategic stated organisations such as TWE can use AI agents to do anything, from summarising long industry reports to creating bespoke marketing content for different territories. They can analyse wine sales figures from all over the globe and provide insights about what variety is likely to come into fashion soon.
As TWE has expanded, the company has found its current technology wasn’t sufficient to meet the demands of data management across its portfolio. The partnership with GPTStrategic aims to consolidate and manage data, and introduce AI assistants to reduce workloads.
TWE managing director, Angus Lilley, said the company has more data than ever before from the various range of insights across the company.
“We really needed a way in which we could organise that data into one point that the teams could access, and even more importantly and powerfully, have a way in which we could actually distil that data down into useful insights,” said Lilley.
Since the introduction of the genAI solution, the company stated that it has significantly enhanced efficiency, reduced costly analyst time, and removed barriers to actionable insights.
TWE’s VP for global brand innovation and partnerships, John Wardley, said the GPTStrategic solution had helped prepare for and execute on a successful global brand launch.
“It’s probably been the most robustly tested concept we’ve ever gone to market with,” he said.
“At every turn we’ve used consumer insight to really sharpen our proposition and make sure it was relevant to consumers all around the world. This depth of understanding empowers us to craft wines and experiences that truly resonate with our consumers.”
