Beer creating itself

Image: AB InBev

To celebrate its 150th anniversary, AB InBev is introducing a ‘beer that made itself’ with new Beck’s Autonomous.

The global brewer has used artificial intelligence (AI) platforms ChatGPT and Midjourney to not only create the new beer, but to design the branding and ad/marketing campaigns for it.

Beck’s Autonomous is packaged in a 330ml hybrid container of both glass and aluminium, and will be releasing a trial run of 450 cans across the UK, Germany and Italy, with consumers being able to sign up via becks.co.uk for a chance to get their hands on a Beck’s Autonomous, from today (12 April).

The beer itself is a five per cent ABV Pilsner style brew. Laura Salway, marketing director of Beck’s, stated: “AI created a recipe that uses local German produce and 100 per cent natural ingredients. We find the concept that AI created a pure recipe super exciting. It knows its beer and what makes Beck’s so delicious.”

This news heralds in a new era of AI product design and marketing, and is especially apt with how Chat GPT has taken off recently – although it’s interesting that the new Beck’s will be released in Italy considering it has become the first Western country to ban the use of the US chatbot technology… It seems that discussions are ongoing about the platform’s privacy and data protection in Italy.

AI is all over the news at the moment, with opinions of both scepticism and excitement. Either way, it’s fascinating to see how beverage brands such as Beck’s are utilising it to their advantage and showcasing digital flair.

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