Pernod Ricard has launched an artificial intelligence (AI) chatbot function on the Martell mark’s website that can recommend tailored cognac serves to consumers.
The ‘Virtual Bartender’, which has gone live this week and can be accessed by clicking here, offers personalised serving suggestions, “historical anecdotes” and advice on responsible drinking. The AI chatbot uses a large language model (LLM), the same technology that powers Google’s Gemini tool and OpenAI’s Chat GPT.
The Paris-headquartered group’s level of investment in the development of the technology was not disclosed.
While using the chat feature, users are asked questions such as “are you feeling nostalgic, adventurous, or maybe a little moody tonight?” and prompted to input information to receive their cognac serve recommendation.
“This interactive digital experience bolsters the brand’s leadership in tech innovation and
cocktail discovery,” the brand owner said. “Establishing a fun, novel way to connect with today’s consumers, Martell reaches new audiences.”
On digital safety, Pernod Ricard added: “Trained on brand values and principles, the Virtual Bartender is configured to recommend moderate consumption, redirect users away from harmful queries and provide reminders about responsible drinking practices. In relevant markets, access is restricted to legal-drinking-age users.”
In January, the group released details of an “ultra-light” packaging prototype for Martell. The concept consists of a bottle made entirely from flat glass, more commonly associated with smartphones and high-end technology.
