In this episode of Transform Tomorrow Today, Pierre-Yves Calloc’h, Director of Digital Transformation at Pernod Ricard, reveals how one of the world’s leading wine and spirits companies has embedded AI and data-driven insights into its core business operations. From sales representatives in the field to marketing directors planning multimillion euro campaigns, AI is reshaping how Pernod Ricard drives growth and connects with consumers.

Pierre-Yves shares how adoption, not technology, has been the true driver of success, with tools deployed in more than 20 markets achieving significant sales impact and a 15% optimization in advertising spend. He explains how change management, coaching, and people-centric leadership ensure long-term adoption, and how ethical considerations around AI shape decision making and consumer trust. This conversation highlights how systemic transformation is possible when innovation is paired with human empowerment.

About Pernod Ricard

Pernod Ricard is a global leader in the wine and spirits industry, known for brands such as Absolut, Jameson, Chivas Regal, and Beefeater. With operations in over 160 markets, the company is driving digital transformation by embedding AI and data-driven solutions into sales, marketing, and supply chain operations.

Through a strong commitment to people centric change management, adoption first strategies, and a dedicated AI usage charter, Pernod Ricard ensures that innovation aligns with its values while delivering measurable business results. The company’s approach demonstrates how global consumer goods leaders can embrace transformation without losing sight of ethics, empowerment, and trust.

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