The article explores the increasing integration of artificial intelligence in the brewing industry, particularly among French and international breweries. While some brewers embrace AI for creative and operational efficiency, others express concerns about its impact on craftsmanship. A mix of opinions exists, with some using AI for recipe creation while maintaining traditional brewing values, while others view it as a marketing tool. The piece ultimately questions the compatibility of artisanal practices with AI innovations in brewing.
In today’s world, the influence of artificial intelligence (AI) in our everyday lives is a hot topic. You might have found yourself engaged in passionate discussions about AI, perhaps while enjoying a cold beer, unaware that some of those brews might have been crafted with the assistance of AI technology.
Beer, unlike digital creations like deepfakes or AI-generated music, is a tangible experience. Yet, numerous breweries both in France and around the globe are beginning to explore the potential of AI tools, such as ChatGPT and Midjourney. Notably, Belgian researchers recently suggested that AI could outperform trained palates in enhancing beer recipes, ultimately boosting success on rating platforms.
AI Integration in Beer Labeling
The brewing landscape has transformed significantly since the 2010s, with over 2,500 breweries operating in France as of 2023. This surge has compelled brewers to unleash their creativity to differentiate their products on social media, in wine shops, and on supermarket shelves.
“The label is often the first interaction consumers have with a beer; their choice hinges on whether they find the label appealing,” states a graphic designer. “For some, AI represents a way to stand out.”
While some consumers embrace the use of AI, there has been criticism, with a perception that it may lead to inferior products. “People think I’m using it for cost-cutting, but I collaborate with a graphic designer for all my labels, who enhances the illustrations until we’re satisfied,” the brewer explains.
Some brewers prefer to leverage AI’s computational capabilities during the brewing process. Laurine Lemahieu notes, “In training, we perform many calculations manually to establish heating times and brewing temperatures. AI could effectively handle those tasks,” she laughs. “It makes us question our own relevance.”
Craftsmanship vs. Technology
While Romain Lopez opts for transparency about his processes, others are hesitant to discuss the contentious aspect of AI in creating beer recipes. “I know some brewers who have experimented with it, but I doubt they’d openly discuss it,” reveals a sommelier who wishes to remain anonymous.
ChatGPT can generate a complete beer recipe in mere minutes, adjusting based on chosen ingredients, desired styles, or even budget constraints. However, many French breweries grapple with the concept of allowing AI to take the reins in product creation, at least in a public forum.
“Craft breweries prioritize artisanal methods, so letting AI handle the creative process undermines our values,” argues Frederik Deveux.
Romain Lopez, who also tested AI out of curiosity, concurs, stating, “AI lacks the sensory experience needed for tasting, and its recipes tend to be vague at best. The essence of brewing lies within the brewer, a unique blend of creativity and technical expertise that AI cannot replicate.”
Across the Atlantic and beyond, some breweries are embracing AI as a selling point, promoting its innovative capabilities. American brewery Branch and Blade Brewing showcases an entirely AI-generated beer, from recipe to label, on its social media platforms. Similarly, St Austell Brewery in Cornwall notes that their use of AI is strictly for novelty and experimentation, ensuring customers that the final product remains handcrafted, drawing upon the brewmaster’s expertise.
So, can AI and traditional craftsmanship coexist? “In my view, they’re not compatible,” asserts Laurine Lemahieu. “However, many artisans operate solo, often without financial support, so I understand their inclination to utilize AI tools, even if it feels contradictory.”
As Romain Lopez puts it, “I’m committed to being a brewer and prioritize the quality of my ingredients, but I see no issue in using modern technologies for branding and visual identity. Ultimately, AI is simply another tool in the toolkit.”