In a bid to be one of the most innovative beer companies in the world, Anheuser-Busch InBev has created the world's first beer and an entire marketing campaign that uses artificial intelligence.
In celebration of Beck’s beer brand’s 150th anniversary, the global brewer said it used ChatGPT and Midjourney to design the beer, branding and marketing. InBev says the AI technology directed all editing and continued development until a final version was given, making Beck's Autonomous one of the "first completely machine-created beers in the world".
Laura Salway, the Marketing Director of Beck, stated why the company decided to create the beer, “We’ve always been at the cutting edge of innovation in the beer world and thrilled to be releasing a limited-edition beer and marketing campaign made by AI.”
"The beer, set to be a 5 per cent ABV Pilsner style brew, will be available in a hybrid container of half aluminium, half glass that will be available in a 330 ml packaged serve."
"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."
Salway added, "The plan for the launch will see AB InBev releasing a trial run of 450 hybrid aluminium-glass cans of Beck's Autonomous across three of our key markets – the UK, Germany and Italy but added that this is just a first move for us as a brand and hinted that there would be more work in this field of new AI technology to come."
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