Treasury Wine Estates (TWE), a global leader in luxury and premium wine, has partnered with Australian Generative AI solutions leader, GPTStrategic, to implement a custom GenAI solution. The move is aimed at streamlining workflows, increasing productivity, and fostering growth and innovation within TWE.

TWE, with a global portfolio available in over 70 countries, has faced challenges in managing and interpreting insights across multiple divisions due to its expansion and complexity. The company has now turned to GPTStrategic to consolidate data sources, adopt an enhanced data management strategy, and deploy AI Assistants to streamline operations and reduce workloads.

"At TWE, we have more data than we have ever had 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 TWE Managing Director Angus Lilley.

The implementation of GenAI at TWE has brought immediate benefits, enhancing efficiency, reducing analyst time, and removing barriers to actionable insights. The GenAI solution has also aided TWE in preparing for and executing a successful global brand launch.

"It’s probably been the most robustly tested concept we’ve ever gone to market with. 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," said John Wardley, TWE’s VP for Global Brand Innovation and Partnerships.

GPTStrategic, a product development studio, builds enterprise-grade generative AI solutions on the Azure OpenAI framework. The company's founder, Andrew Gunnis, believes that AI agents can be used for a variety of tasks, from summarising long industry reports to creating bespoke marketing content for different territories.

"Organisations can use AI agents to do anything from summarising long industry reports to creating bespoke marketing content for different territories. You could also have an AI agent that, for instance, analyses wine sales figures from all over the globe and provides insights about what variety is likely to come into fashion soon," Gunnis said.

Innovation is a key focus for TWE, and the company believes that a deep understanding of their consumers empowers them to craft wines and experiences that resonate. "Innovation is at the core of everything we do at TWE. This depth of understanding empowers us to craft wines and experiences that truly resonate with our consumers," said Adele Felsch, Global Director of Insights, Strategy, and Planning at Treasury Wines Estate.

GPTStrategic’s ‘Chief Disrupter’ Dave Phung emphasises the importance of not just integrating new tech into existing processes, but also understanding the desired outcomes. "Shoehorning new tech into existing processes tends to yield limited results. The key to unlocking the full potential of GenAI lies in freeing the business from preconceived ideas about current processes and instead focusing on a deeper understanding of desired outcomes," Phung said.