Treasury Wine Estates partners with GPTStrategic on GenAI

GPTStrategic and Treasury Wine Estates have announced a collaboration to implement a custom Generative AI (GenAI) solution aimed at improving data management and operational efficiency.

Treasury Wine Estates (TWE), a leading global wine company with brands available in over 70 countries, has turned to GPTStrategic to manage its growing data requirements. As the company has expanded, traditional technologies proved insufficient for managing the vast data generated across multiple divisions.

TWE Managing Director Angus Lilley explained, "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."

The partnership with GPTStrategic resulted in achieving three major objectives: consolidation of data sources, an enhanced data management strategy, and the introduction of AI Assistants to streamline operations. These initiatives have reportedly led to significant time savings and increased access to actionable insights for TWE.

John Wardley, TWE's Vice President for Global Brand Innovation and Partnerships, commented on the solution's impact, saying, "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."

Andrew Gunnis, Founder of GPTStrategic, noted the potential of GenAI in utilising TWE's data. "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."

Adele Felsch, Global Director of Insights, Strategy, and Planning at TWE, mentioned, "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."

Chief Disrupter at GPTStrategic, Dave Phung, suggested that the key to unlocking the full potential of GenAI lies in rethinking how work is done. "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."

The adoption of GPTStrategic's GenAI by TWE is characterised as a benchmark for technological innovation within the wine industry and beyond. TWE's emphasis on leveraging GenAI aims to enhance decision-making and support sustainable growth as it continues to explore and refine this technological integration.