Belgian multinational drink and brewing firm Anheuser-Busch InBev SA/NV announced last week the debut of a beer and a marketing campaign that was created by artificial intelligence. Beck’s Autonomous will be sold in equally revolutionary hybrid aluminium-glass cans.
AB InBev is marketing the new beer under the Beck’s label, which is celebrating its 150th anniversary this year. The firm said it used ChatGPT and Midjourney to design the beer, the branding, and the marketing. Artificial intelligence also directed the editing and continued development through to the final version.
Laura Salway, the Marketing Director of Beck’s, elaborated upon the company’s motives in a related press release.
“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,” she continued.
Beck’s Autonomous will be a very limited run, with limited availability. AB InBev plans only 450 units that will be sold in Germany, Italy, and the United Kingdom.
“AI created a recipe that uses local German produce and 100 per cent natural ingredients,” Salway explained. “We find the concept that AI created a pure recipe super exciting. It knows its beer and what makes Beck’s so delicious.”
After designing the beer and the aluminium-glass cans, AI was tasked to produce a microsite where people from the countries in which Beck’s Autonomous will be available may sign up to buy the product.
The current batch of Beck’s Autonomous will be available on April 12, but AB InBev officials hinted at the possibility of more AI-created beers on offer in the future.