GLOBAL
Voice innovation speaks volumes

Voice innovation speaks volumes

Diageo

We demonstrated The Power of Voice with Diageo through an exciting Alexa skills experience hosted in the Dentsu Aegis Beach House at Cannes Lions 2017.

The results

Press and influencers alike loved testing the technology, including the Drum who wrote up their experience here.

The experiment not only tested user behaviour, and was visited by many influencers across advertising, but it also gave rise to the areas where advertising specifically needs to evolve its skill base in the craft of writing from copy to conversation.

Movers and shakers from across the advertising and technology industry poured into two beach cabanas which offered an exclusive opportunity to be part of a voice experience, built especially for the festival, including Dentsu Aegis CEO Jerry Buhlmann and Syl Saller, Global CMO for Diageo.

The challenge

How can brands utilise the potential of AI-enabled Voice Technology?

Despite studies conducted by Northstar Research concluding that over half of U.S. teens and 41% of U.S. adults use voice search on a daily basis, most test cases for Voice Technology are based on behaviours that happen in the home. By testing the technology in a bar scenario, Diageo and Isobar demonstrated the true potential of voice, “People can have mixed experiences in busy bars, best case scenarios you flirt with the waiter/waitress – worst case you’re three deep in a queue trying to order a drink. Either way it’s an interruptive experience.” said Matt Gee, the Head of Digital Transformation in Isobar UK. Whereas with voice enabled technology, ordering can be an integrated part of our conversation. Matt continued, “In a broader context you can think in terms of concierge, and how voice can play a valuable role as a customer service interface in multiple scenarios.”

The idea

We created a test and learn initiative developed in partnership with Diageo, Amazon and iProspect to explore the convergence of voice technology with the human experience in a bar.

The team ran a series of progressive tests to gain insight and data. These analysed a number of scenarios including how narrative triggers influence product choice, staff/machine collaboration, and levels of AI value across a range of scenarios.

Guests were first invited to select drinks designed by award-winning mixologist, Rob Poulter, from specially crafted cocktails menu using Alexa. Drinks included gin based cocktails such as Elderflower Fizz and Negroni and mocktails such as Seedlip Spring Garden and Seedlip Spiced Apple. Alexa then used taste and contextual triggers to promote discovery, aid recommendation, and assist with ordering. Guests then received their drinks at the table without interruption to their experience.