The Brewing Industry Embraces Generative Artificial Intelligence: How Beer-Drinking Consumers Benefit

The brewing industry is tapping into the power of generative artificial intelligence, and beer-drinking consumers are starting to see the benefits. From creating new recipes to personalized recommendations, AI is revolutionizing the way we enjoy our favorite brews.

England’s St. Austell Brewery made headlines earlier this year with its AI-created IPA, Hand Brewed by Robots, following in the footsteps of Beck’s Autonomous. Diageo, the parent company of Guinness, and Heineken are also utilizing AI for various tasks, from packaging design to consumer insights.

Jurgen Nijkamp of Heineken’s global research and development department explains, “We have embraced AI across our operations in areas such as revenue management, commercial mix optimization, sales execution, and R&D.” Thor Olof Philogène, CEO of Stravito, the company behind Heineken’s AI chatbot, believes that AI can enhance technologies already making a positive impact in the industry.

Lalo Luna, Heineken’s global strategic insights lead, emphasizes the importance of taste in consumer appreciation but highlights AI’s potential to offer personalized suggestions and enhance the overall beer-drinking experience. AI can provide on-demand personalization, recommend specific beers for occasions, and suggest food pairings, making it easier for consumers to choose the right beer.

AI is also helping breweries like Beck’s celebrate milestones and deepen their understanding of consumers. By analyzing vast amounts of data, AI enables companies to tailor insights and strategies more quickly and accurately, anticipating evolving consumer preferences and providing a more engaging beer experience.

ChatGPT, a language model, outlines how AI can benefit beer-drinking consumers through personalized recommendations, flavor pairings, virtual sommeliers, augmented reality experiences, social features, event suggestions, and brewing education. With AI-powered tools, beer enthusiasts can enhance their tasting experience, connect with like-minded individuals, and expand their knowledge of beer styles and brewing techniques.

As the brewing industry continues to embrace AI, beer-drinking consumers can look forward to a more personalized and engaging experience, with AI playing a key role in shaping the future of beer enjoyment.