Beck’s has had a lot of firsts. The beer company created the first green bottles, the first beer six-pack and also sent the first UV protected bottles into space. Now, the German brand has pioneered another groundbreaking release — the first beer, along with its ad campaign, to be created by AI. In my opinion, compared to the other innovations Beck’s has developed, this one is pretty boring, following suit with the run-of-the-mill AI experiments du jour. (Please god, when will it end?)
Anyways, the experiment was done to commemorate Beck’s 150th birthday. The brand used Chat GPT and Midjourney to create the recipe and design the packaging, branding and marketing. AI developed the recipe — a classic mix of water, hops, malt and yeast — using millions of different flavor combinations and named the brew Beck’s Autonomous. Beck’s also used AI to create its futuristic packaging, campaign, imagery and a 360-degree revolving video of the product.
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“It’s been fascinating to see Beck’s Autonomous come to life and how we can continue to embrace new technology in the industry and across brand communications,” Beck’s marketing director Laura Salway said. “At Beck’s we know it takes the passion of our brewers and people to make this beer that is enjoyed over the world, and we believe the multi-channel campaign for the revolutionary beer still connects with people on a human-level, despite being created and led by AI.”
As its final task, AI generated a microsite so people in the UK, Germany and Italy can sign up for a chance to snag one of the 450 limited-edition beers. While the pre-order window is already closed, you can monitor the site for updates, if you so desire.
Even I can admit that the packaging looks pretty cool. But I can only glean from the ingredients used that this brew is all looks and no personality. Call me old fashioned, but I’ll take a beer crafted by a real human person with actual tastebuds and skills over a trendy computer program any day.
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