‘From Recipes to Ads, a Beer Made by A.I’: Beck’s Beer Uses ChatGPT to Design Every Facet of New Glass and Aluminum Release

AB InBev tasked ChatGPT and Midjourney to create its newest beer; the AI ended up creating a recipe, marketing, custom can and more. (Photo: Beck’s)

AB InBev, the beverage giant behind Budweiser, Corona and Stella Artois, has debuted what it claims is one of the “first completely machine-created beers in the world”.

Named Beck’s Autonomous (subtitled “The Beer That Made Itself”), the product came into being after AB InBev tasked ChatGPT and Midjourney to design a beer, branding and marketing to celebrate Beck’s beer brand’s 150th anniversary.

Even compared to other AI-powered innovations that have swept the market in recent months, the results are startling.

ChatGPT and Midjourney created the recipe for a 5% ABV Pilsner-style brew made exclusively from local German produce and natural ingredients. The AI then created the name of the beer, a custom logo and an iPhone-esque half glass half aluminum container.

Finally, it generated press assets and marketing imagery complete with a 360-degree render of the newly developed product.

Laura Salway, marketing director at Beck’s, said:

“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 [….]  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.”

The unprecedented new pilsner will be released in a trial run of 450 cans across the UK, Germany and Italy, though Beck’s added that “this is just a first move for us as a brand.”

Beck’s Anonymous is set to launch on April 12th at an unannounced price. Given the elaborate nature of the AI-generated beer can, we imagine it’ll be an expensive one.

You can check out the Beck’s Autonomous “microsite” here.

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