Becks celebrates 150-year anniversary with AI-generated beer and marketing campaign
- Thursday, March 30th, 2023
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In celebration of Beck’s 150-year anniversary, the brewery is conducting an experiment with AI. Harnessing its ability to collate years of human expertise, craft and creativity, Beck’s has produced what it claims is the world’s first beer and full marketing campaign made with AI, Beck’s Autonomous.
Beck’s used ChatGPT 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. Drawn from millions of different flavour combinations, the final beer is a futuristic concoction of water, malts, hops, yeast and AI. Beck’s is releasing just 450 Autonomous limited-edition beers across Germany, Italy, and the UK.
After naming the beer, Beck’s Autonomous, creating a custom logo, and designing its state-of-the-art container, Beck’s worked with AI to prepare all the assets for the marketing campaign. It generated imagery, and a revolving 360-degree video of the newly-developed container to showcase the limited-edition Beck’s Autonomous in all its glory. The ad campaign is running across print, Out of Home and social.
The final task given to the technology was to generate a microsite, where 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.
“After being at the forefront of the brewing world for 150 years, this represents the next step in our journey,” said Beck’s Marketing Director, Laura Salway. “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 multichannel 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.”