To mark Beck’s 150-year anniversary, the AB InBev-owned brewer is conducting an experiment with the latest artificial intelligence (AI) technology.
The brand has produced the world’s first beer and full marketing campaign made with AI, Beck’s Autonomous. It is one of the first completely machine-created beers in the world.
Beck’s used AI tools Chat GPT and Midjourney to design the beer, branding and marketing, requesting the technology lead all editing and continued development based on its intelligence until a final version was produced.
With the ability to develop flavours at lightning speed, Beck’s challenged AI to create the perfect recipe drawn from millions of different flavour combinations.
After naming the beer, Beck’s Autonomous, creating a custom logo, and designing its state-of-the-art container, the brand worked with AI to prepare all of the assets for its campaign. It generated imagery and a revolving 360 video of the newly developed container to showcase the limited-edition Beck’s Autonomous.
Beck’s is releasing just 450 Autonomous limited-edition beers across Germany, Italy, and the UK.
Taking it one step further and highlighting the wide-reaching power of AI, the next challenge was the creation of the ad campaign. Rolling out across print, out-of-home and social media, AI technology has led the creative process for all assets.
The final task given to the technology helped Beck’s bring its beverage to consumers. Generating a microsite, people across the UK, Germany and Italy can sign up to be in with the chance to get their hands on a container of Autonomous on 12 April.
Laura Salway, Marketing Director at Becks, said: “After being at the forefront of the brewing world for 150 years, this represents the next step in our journey. 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.
“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. We hope beer fans across Europe snap up and enjoy Autonomous as a truly revolutionary drink.”
