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AB InBev launches AI beer named Beck’s Autonomous

AB InBev has created the world’s first beer and full marketing campaign made with AI, naming it Beck’s Autonomous.

Speaking to the drinks business about the launch, which is in celebration of the Beck’s beer brand’s 150 year anniversary, the global brewer told db that it used ChatGPT and Midjourney to design the beer, branding and marketing.

According to AB InBev, the AI technology led all editing and continued development based on its intelligence until a final version was given, making Beck’s Autonomous one of the “first completely machine-created beers in the world”.

Highlighting to db why the company made the decision to create the beer, Beck’s marketing director, Laura Salway, insisted: “We’ve always been at the cutting edge of innovation in the beer world” and described how the company was “thrilled to be releasing a limited-edition beer and marketing campaign made by AI”.

The beer, which is set to be a 5% ABV Pilsner style brew, will be available in “a hybrid container of half glass, half aluminium” that will be available in a 330ml packaged serve, Salway confirmed.

According to Salway: “AI created a recipe that uses local German produce and 100% natural ingredients. The concept that AI created a pure recipe we found super exciting. It certainly knows it’s beer and what makes Beck’s so delicious”.

After using AI to name the beer, create a custom logo and designing its container, the team at AB InBev revealed that it also used AI to prepare all of the assets for its advertising campaign, such as generating imagery and a revolving 360 video of the newly-developed container.

Salway told db that the plan for the launch will see AB InBev “releasing a trial run of 450 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.

She explained: “We’re embracing this new technology and harnessing the potential of AI to drive forward innovation and creativity within the beer world” and added that the beer giant is “looking to the future and planning new ways to engage and excite our customers and create revolutionary beer”.

Consumers across the UK, Germany and Italy can sign up via the brand’s microsite to be in with the chance to get their hands on a container of Beck’s Autonomous from 12 April.

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