What whisky can teach us about AI
In 2019, Swedish company Mackmyra partnered with Microsoft to try something unusual: letting artificial intelligence blend a whisky. No master distiller with years of experience, no man with a nose that can recognize a thousand aromas, but an algorithm capable of analyzing thousands of recipe combinations. The AI was fed data on existing whiskies, customer preferences, sales figures, cask types, maturation times, and flavor characteristics. It then proposed recipes that had never been tasted before—but matched exactly what people liked.
Result beyond the bottle: daring to innovate
The result? A whisky that scored exceptionally well in blind tastings, surprising experts with its complexity and balance. But the real story isn’t in the bottle. It’s in the process. Mackmyra did something many leaders don’t dare to do: they entrusted part of their core identity to a machine. They let go of what had set them apart for years—craftsmanship, tradition, intuition—and experimented with a different kind of intelligence.
AI as an accelerator of creativity
That takes courage, especially in a sector so rooted in emotion, heritage, and experience. But it also requires vision: the realization that AI doesn’t have to be a threat to human creativity, but can be an accelerator. Something that inspires ideas we wouldn’t dare or be able to conceive ourselves. Just as Kasparov discovered in chess, this isn’t about replacement, but about enrichment.
For leaders working on strategy, this story opens an interesting door. What if AI not only speeds up decision-making, but also broadens your creativity? What if, with AI, you don’t just analyze better, but also explore new directions? In a world where speed, personalization, and complexity are increasingly important, the ability to make surprising yet relevant choices is a strategic advantage.
Creating new possibilities without a fixed outcome
What makes this collaboration especially fascinating is that the experiment was more than a marketing stunt. The project was embedded in a real business ambition: to accelerate product development without compromising identity. Instead of using AI to optimize existing recipes, Mackmyra chose to let entirely new possibilities emerge—based on data, but without a predetermined outcome. The creation of AI:01, as the whisky was called, sparked conversation throughout the sector. Some dismissed the idea as a gimmick, others were fascinated by the results. For Mackmyra, it wasn’t so much the taste that mattered, but the step of learning to think differently about their field.
Synergy between human and machine
The real breakthrough lay in the mental model: no longer relying solely on gut feeling, but also on pattern recognition that humans simply can’t match. The AI suggested combinations that no one had ever tried before, challenging the master blenders to step out of their routine. That interplay—between human intuition and the machine’s unusual proposals—created something neither could have achieved alone.
The story reminds us that strategic creativity doesn’t always mean inventing something entirely new. Sometimes it’s about forcing yourself to look at what you already have in a different way. And that’s exactly where AI can play a role: as a lens through which you learn to look anew at your data, your customers, your products—and your future.
Seven lessons from a bottle of whisky:
1.Dare to let go of your core—temporarily
Mackmyra gave AI access to the heart of their brand: flavor. Not to take it over permanently, but to question it. In your organization, too, there are sacred cows you could temporarily let go of in an experiment. Dare to allow AI into your creative process, even if it feels risky.
2.Feed your AI with good data, not magic
The AI had no taste buds. What it had was access to thousands of data points about preferences, casks, and combinations. Creativity with AI starts with data quality. Systematically collect and structure your history, decisions, and customer data so AI can actually use it.
3.Let AI surprise you, but make the final decision yourself
The blend came from the machine, but approval rested with people. AI can make thousands of suggestions outside your frame of reference, but it’s up to you to recognize, select, and fine-tune them. The real value lies in the dialogue between what you know and what you wouldn’t have come up with yourself.
4.Use AI as a sparring partner for innovation
Don’t just use AI as an analytical tool, but as a source of inspiration. Let it generate scenarios, combine trends, or propose product ideas. By treating AI as a strangely thinking colleague, you’ll discover new strategic paths.
5.Anchor the experiment—even if it isn’t perfect
The AI whisky wasn’t meant to replace all production. It was a statement, a signal: we dare to do things differently. Your organization can also make strategic statements with AI by applying it explicitly to a visible, meaningful domain. Not because it has to be perfect, but because it shows direction.
6.Use AI to challenge your team
People often fall back on habits. An AI that makes unexpected proposals can help break through blind spots. Not as a replacement, but as a mirror. Let AI be an extra voice in brainstorms or innovation workshops.
7.Show leadership through experimentation
Mackmyra could have done nothing. But they chose to make themselves vulnerable—and that created credibility. As a leader, you show direction not just through plans, but also through action. Dare to conduct a visible AI experiment and take your people along in the learning process.
Whether you make whisky or build strategy: the real leap isn’t in technology, but in mindset. Mackmyra showed that tradition and AI don’t have to be enemies. They can create a new blend together—if you dare.
And you? Are you already letting AI help you think about your next strategic move?
Curious how you can strengthen your organization strategically with AI?
Discover it in our Masterclass AI & Strategy for Executives. Interested? Contact Wendy van Haaren, she’ll be happy to help you further!