AustraliaFood and restaurants2024 – ongoingTreasury Wine Estates
Two GenAI assistants for company research and creative brainstorming
Treasury Wine Estates cut a days-long market question to near-instant answers with two GenAI assistants
Problem
Staff who needed insight from the company's data had to wait for it. A question about Shiraz trends in New Zealand took days, several people and multiple reports to answer.
Approach
Treasury Wine Estates worked with GPTStrategic to build two assistants. One handles research, insights and summaries from the company's data. The other is a brainstorming partner for creative ideas, trained on a different dataset that includes selected wine industry influences. The company requires human review of marketing copy, especially sensitive or brand-related output. Further generative AI pilots were running in product development, supply chain, people and culture, and sustainability.
Results
No published figures
Takeaway
The company described the gain through one example query, not a measured time saving. Human review stayed in place for brand-related text.
Categories
- Size
- Large enterprise
- Industry
- Food and restaurants
- Business function
- Internal work and knowledge managementMarketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Partner co-development
- Evidence
- Company's own claim
Sources
Source summaries
The trade article describes two assistants built with GPTStrategic: one for data research and insights, one for creative brainstorming. It gives the Shiraz trend query as an example that once took days and now returns almost instantly. It reports no measured results and says generative AI was new to the company.
Full details are in the original sources.
