Diageo has delivered its first artificial intelligence-focused training session through its Learning for Life programme, bringing together past and present participants to build practical digital skills for careers in hospitality.
Held in Glasgow last month in partnership with Movement to Work, the session featured experts from Accenture and Microsoft, offering attendees a grounded introduction to how AI is shaping the modern workplace.
The initiative marks a notable evolution for Learning for Life, Diageo’s employability programme run in collaboration with charity Springboard. Supporting around 1,100 young people each year, the programme is designed to equip participants with the skills and confidence needed to pursue long-term careers in hospitality, now with an increasing emphasis on digital capability.
The move comes amid a widening digital skills gap across the sector. Recent research shows that while 82% of accommodation employers consider digital skills critical for the future, only 16% are actively prioritising staff training. Adoption of AI tools also remains significantly lower among customer-facing roles compared to desk-based professionals.
The Glasgow session addressed both the opportunities and misconceptions surrounding AI, welcoming participants with varying levels of experience. Some attendees were entirely new to the technology, while others were already using AI tools to streamline admin tasks, support creative work, or assist with accessibility needs such as dyslexia.
Designed to be hands-on, the training introduced tools including Microsoft Copilot, with a focus on how generative AI can support job applications, interview preparation and day-to-day hospitality tasks. Participants explored practical uses such as drafting emails, creating promotional materials and even refining recipes, while also gaining a clearer understanding of the limitations and responsible use of AI.
Gillian Dalziel, Diageo Learning for Life Programme Manager, said: “Hospitality will always be built on human connection, but the industry is evolving quickly. Our learners told us they see AI everywhere, yet many haven’t had the opportunity to explore how it can support their development and future careers. This session was about building confidence, improving understanding and helping people use AI in a positive and practical way.
“Technology will continue to shape hospitality, but people and personal experiences remain at the heart of the industry. We want our learners to feel equipped to embrace both.”
Charlotte McGrath, CEO of Movement to Work, added: “The world of work is changing quickly, and we want young people to feel confident and prepared for the opportunities ahead. These sessions are about helping young people build practical AI skills and feel confident using AI responsibly, to strengthen their job search and help them take confident steps towards their future careers.”
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For many attendees, the session helped challenge preconceptions around AI. Mori Lawarsho, a current Learning for Life participant, said: “I hadn’t used AI before because at school it was always classed as plagiarism, so I was nervous about it. Like a lot of my friends, I’ve been worried about what AI means for jobs in hospitality. But the course was really informative, and the activities were so practical, from applying for jobs to scheduling tasks during busy shifts. Hearing it explained properly changed my perspective completely and I’ve come away feeling confident rather than fearful.”
Industry representatives from Accenture and Microsoft reinforced that AI should be viewed as a natural progression of existing technologies that have long shaped consumer behaviour, from predictive text to streaming algorithms and voice assistants. While AI can enhance efficiency and accelerate workflows, they stressed that human judgement, intuition and emotional intelligence remain central to hospitality.
Following the pilot session, Diageo plans to integrate AI training into Learning for Life programmes across the UK, ensuring future graduates enter the workforce with both strong hospitality skills and the digital confidence increasingly expected across the sector.
