Australian Generative AI solutions leader GPTStrategic has announced it has partnered with Treasury Wines Estates (TWE) to deliver its unique GenAI solution for streamlining workflows, increasing productivity, and paving the way for growth and innovation.
TWE is one of the world’s leading luxury and premium wine companies, with a global portfolio that’s available in more than 70 countries, including brands such as Penfolds, DAOU Vineyards, 19 Crimes, Pepperjack, Squealing Pig, Wynns, Matua, Beaulieu Vineyard, and Frank Family Vineyards.
As the organisation has expanded and become more complex, it has been faced with the challenge of managing more data than ever, and interpreting insights across multiple divisions and central teams.
TWE staff were increasingly finding that ‘legacy’ technologies weren’t sufficient to meet the demands of a dynamic, global business that generated and consumed a lot of data.
However, TWE has always been an innovative company open to adopting cutting-edge technologies early. The organisation’s ongoing growth and the increasing importance of rapid business intelligence presented a great opportunity to explore how Generative AI could deliver efficiencies in this area.
GPTStrategic and TWE discussed how GenAI tools could greatly assist with tasks like research, insights retrieval, and marketing, given TWE’s rich heritage and vast resources.
GPTStrategic then worked with TWE to achieve three key milestones:
- The consolidation of data sources
- Adopting an enhanced data management strategy
- Deployment of 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,” TWE Managing Director Angus Lilley said.
“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 implementation of GenAI at TWE brought immediate and palpable benefits, significantly enhancing efficiency, reducing costly analyst time, and removing barriers to actionable insights.
In one case, John Wardley, TWE’s VP for Global Brand Innovation and Partnerships, commented that 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.”
These examples demonstrate a clear return on investment for TWE, with faster decision-making, sharper strategic insights, and reduced time to market.
Early in the project, GPTStrategic founder Andrew Gunnis said his team quickly recognised that combining their GenAI solution with TWE’s considerable data resources would allow those inside the company to get insights rapidly, effectively and efficiently.
“Organisations can use AI agents to do anything from summarising long industry reports to creating bespoke marketing content for different territories,” he said.
“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 Treasury Wines Estate, emphasised that GenAl- transformation differs significantly from previous waves of digital transformation.
“Innovation is at the core of everything we do at TWE,” she said. “This depth of understanding empowers us to craft wines and experiences that truly resonate with our consumers.”
GPTStrategic’s ‘Chief Disrupter’ Dave Phung said GenAI was less about doing the same things faster, and more about rethinking how work itself 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.” he said.
The adoption of GPTStrategic’s GenAI at TWE represents a benchmark for technological innovation in the wine industry and beyond.
As TWE continues to refine and expand its GenAI footprint, the focus remains on leveraging technology to drive innovation, enhance decision-making, and support sustainable growth.
