How Pernod Ricard is leveraging AI to transform its global workforce

Pernod Ricard, a global leader in premium spirits with iconic brands like Jameson and Absolut, has embarked on an ambitious digital transformation journey leveraging artificial intelligence and data analytics to modernize its operations across 70 countries.

Strategic vision and implementation: The company launched four key digital programs focused on integrating AI and automation into core business processes to enable data-driven decision making.

• The transformation was driven by a clear mandate from CEO Alexander Ricard, who prioritized significant investment in digital capabilities and AI technologies
• Initial partnerships with BCG helped establish foundational capabilities, while the company simultaneously built internal data science expertise
• The approach emphasized developing market-specific solutions, with tools like D-STAR requiring 80% customization for different regions

Technology innovations and tools: Two flagship AI-powered platforms form the cornerstone of Pernod Ricard’s digital transformation strategy.

• D-STAR helps optimize sales operations by providing data-driven recommendations for store visits and product placement
• Matrix leverages AI to guide marketing spend allocation across brands and channels, enabling more efficient resource deployment
• Both tools were designed to augment rather than replace human decision-making

Implementation challenges: The transformation journey encountered several significant hurdles that required careful navigation.

• Marketing teams showed initial resistance to abandoning traditional methods in favor of AI-driven approaches
• The company’s decentralized structure and global presence complicated standardized implementation efforts
• Data quality inconsistencies and integration challenges across markets required substantial attention

Change management approach: Success hinged on a comprehensive strategy that prioritized building trust and ensuring user adoption.

• The company focused on demonstrating the value of AI tools through practical applications and measurable results
• Implementation teams worked closely with end-users to incorporate feedback and customize solutions
• Training and support programs helped employees understand and embrace the new digital tools

Current status and outcomes: The digital transformation initiative has shown promising results and continues to evolve.

• Executive leadership reports positive returns on AI investments, leading to expanded implementation
• The company maintains a flexible approach, continuously refining and adapting tools based on user feedback
• The transformation is viewed as an ongoing journey rather than a finite project

Future implications: While Pernod Ricard’s digital transformation demonstrates the potential of AI in the spirits industry, it also highlights how successful implementation requires balancing technological innovation with human factors and organizational dynamics.