Britannia Industries, in collaboration with Google Cloud and Mindshare, announced the launch of Britannia BourbonIT. From what is understood it is a platform using Generative AI to transform recipe creation and culinary experiences in India. Reportedly, the platform utilises Google Gemini’s capabilities to add a twist to traditional recipes, generating visually appealing and unique culinary creation. According to the company, the platform has been designed with precision to ensure a smooth user experience, with APIs developed using Google Cloud Functions to handle various input formats efficiently.
“This collaboration with Google Cloud and WPP’s Mindshare and VML highlights Britannia’s leadership in adopting cutting-edge technology, setting a new benchmark for AI-driven experiences in India. The teams have worked collaboratively to bring this initiative to life, and their efforts are set to elevate consumer engagement to new heights. The launch of BourbonIT is just the beginning, paving the way for future innovations that will continue to redefine consumer interactions in the culinary space.” Amit Doshi, chief marketing officer, Britannia, said.
It is believed that users can submit recipes in various formats such as YouTube videos, HTML links, images, or text through the platform. BourbonIT, with the help of Google’s Gemini Flash, adds a unique Bourbon twist to each recipe, creating an engaging experience for consumers.
“Our work with Britannia and WPP is a testament to how generative AI can drive consumer engagement. The innovative BourbonIT campaign leverages Google’s state-of-the-art generative AI capabilities to deliver unique experiences,” Bikram Singh Bedi, vice president and country MD, Google Cloud India, said.
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