The head of marketing for beer brand Beck’s has promised to continue to use generative artificial intelligence in future projects following the success of its first attempt, which led to the development of a special edition beer.

It took less than half an hour for the AI-developed Beck’s Autonomous to be snapped up after its marketing team tasked ChatGPT and Midjourney with handling its design, marketing and branding.  

The 150-year-old German beer brand, owned by Anheuser-Busch InBev, set the two AI platforms with a challenge that resulted in the development of Beck’s Autonomous. 450 bottles of the limited-edition technological brew were then released to order online for consumers across Germany, Italy and the U.K. through its website, where consumers could pre-order one for free.

While the AI also developed the advertising and social media for the beer, its PR outreach still appeared to be handled by a human through Weber Shandwick.

“We are harnessing the power of the latest technology—in the form of AI—experimenting with what is possible and how we can shape the future of brewing,” Laura Salway, marketing director at Beck’s, told Adweek of the initiative.

The challenge issued was to use millions of different flavor combinations to develop the final recipe. Having developed Beck’s Autonomous, the technology also developed a custom logo and the container for the beer. All assets, including a 360-degree video showcasing the container, were also created by the tech.

The initiative is part of the brand’s way to mark its 150^th anniversary year, added Salway.

“We wanted to celebrate this milestone by looking forward to the future and doing something ground-breaking! So… we wanted to harness the power of technology and A.I. to envision the future of beer,” said Salway.

The AI technology was also used to create the ad campaign that will run across print, out-of-home and social media.

“This activity is a genuine experiment with A.I. creating a Beck’s limited edition,” promised Salway who explains it as a way to say “thank you” to fans of the brand in receiving one of the 450 beers.