Diageo automates commerce media with DaVinci

Diageo partnered with DaVinci Commerce to automate commerce media production across 37 brands, hundreds of SKUs, and more than 60 global markets. Retailer-specific specifications, compliance rules, and creative requirements had made campaign activation resource-intensive, with manual asset production, approvals, and rework taking weeks and consuming a significant portion of media budgets.

The new operating model used an agentic commerce media engine to assemble retailer-ready creative, embed compliance controls, and personalize content across audience segments. Its first major test came during Amazon Prime Day, when 17 brands launched simultaneously and generated more than 100 compliant creative variations in a fraction of the previous timeline.

Diageo subsequently extended the system across multiple retailers and onsite, offsite, and in-store formats while maintaining brand consistency and retailer alignment. Reported results included campaign launches accelerated by 15x, production costs reduced by 76%, and return on ad spend improved 2x. The shift replaced manual production workflows with system-driven activation.