Preserving heritage in the age of artificial intelligence

In a ground-breaking collaboration, Hennessy welcomed pioneer and acclaimed media artist and director Refik Anadol to its historic seat in Cognac, France, to observe the Tasting Committee at work. It marked the first time in the Maison’s history that an artist was allowed to capture that time-honoured ritual real-time via neuroscientific research methods, and to use the collected data in collaboration with artificial intelligence to create an unprecedented work of art.

“I asked if we could record their sensory experiences at the moment of tasting, while the Tasting Committee was doing what they’ve done for 250 years. They immediately agreed. Same environment, same eaux-de-vies, everything, but now we can see what’s going on in their minds and bodies, what they’re feeling exactly. We can measure the data, validate it, and use it as input – or pigments – for a work of art. We can create art with their senses, their memories, their dreams.”

In keeping with Hennessy's traditions, the Los Angeles-based artist got carte blanche to create a contemporary masterpiece celebrating the iconic V.S.O.P Privilège cognac blend. Upon touring the Hennessy estate and Founder’s Cellar, he became fascinated by the contrast between Hennessy’s tradition of transmitting savoir-faire, generation after generation, as compared to the new frontiers of artificial intelligence.

“The years of gene memory that Renaud Fillioux de Gironde possesses is humanly important: it’s heritage and DNA. This incredible knowledge turns into wisdom, and material becomes the wisdom. For me, data is a memory, and memory is heritage. And that’s the moment the magic happens.”

Hennessy V.S.O.P Privilège cognac boldly recasts the Maison’s savoir-faire in an unexpected new dimension, illuminating the answer to Mr. Anadol’s age-old question: this is how to preserve heritage in the age of machine intelligence."