Tuesday, 31 March, 2026
Britannia’s AI Strategy: BourbonIT, Inclusive Retail & Co-Created Marketing
By Isha
Britannia is leveraging AI in a multi-pronged playbook: BourbonIT lets consumers submit recipes (text, image, video), and uses Google Gemini to add a “Bourbon” twist for creative co-creations. The brand is also deploying AI in inclusive retail—tech to tailor offerings for smaller towns and underpenetrated regions. Their marketing is becoming participatory, using generative storytelling and community input to drive authentic consumer engagement.
Read full story at Economic Times