April 7, 2023

Artificial intelligence, and more precisely ChatGPT, is in vogue. And that’s why not a few companies have reached out lately to put together something they can advertise as “the first X product built” by artificial intelligence. This is the case for brewing giant AB InBev, which just days ago announced the brewing of Beck Autonomy… “the first beer made with artificial intelligence.”

To celebrate the 150th anniversary of the Beck beer brand, the global brewer used ChatGPT and Midjourney to design the beer, but also the name, packaging and marketing campaign that will be used to launch this new product.

“We have always been at the forefront of innovation in the beer world,” describing how the company was “excited to launch limited edition beers and AI-powered marketing campaigns,” said Laura Salway, chief marketing officer of Beck.

As for the product itself, the “machine brew” beer is made in the Pilsener style and has a 5% alcohol content. Salway specifies that it will be available in a “half glass, half aluminum hybrid case” of 330 ml caliber.

“AI creates recipes using local German products and 100% natural ingredients. The concept of AI to create pure recipes really appeals to us. He definitely knows what beer is and what makes Beck so good,” added Salway.

Regarding the commercial aspect of Beck’s Autonomous, the company determined that in addition to using AI to name the beers, create custom logos and design the packaging, ChatGPT is also behind the creation of all the resources used for its advertising campaigns. , such as 360-degree imagery and beer videos.

According to Salway, Beck’s Autonomous’ marketing plans involve “launching a trial of 450 cans of Beck’s Autonomous in our three key markets: UK, Germany and Italy,” but added that “this is only the first step.” for us as a brand,” and hinted that there will be more work in this new AI technology area to come.

“We are embracing this new technology and harnessing the potential of AI to drive innovation and creativity in the beer world,” said Salway, noting that AB InBev is “looking to the future and planning new ways to engage and excite our clients”. and create revolutionary beer.”

For now, only consumers in the UK, Germany and Italy will be able to access Beck’s Autonomous, after registering on the brand’s microsite starting April 12.