IntelligentX Brewing Company is now brewing beer using artificial intelligence. Using algorithms and a bunch of other science-speak they’ve figured out a way to further dehumanize a part of the craft beer movement and in doing so, have missed the point altogether.
It is important to listen to your consumers, but ultimately recipes cannot be dictated by their tastes, especially if it’s an ever evolving process that operates on users inputting what they like or dislike, and what they might want to see in a beer. I can see future press releases now. “Our customers have spoken and our machines have come up with a beer that is in line with all their desires. It’s hoppy, but not hoppy at all. It’s super malty, but also has no malt character. It is also fruity and savory, is session-able but but high in alcohol, and at once hazy and clear. Did we mention it contains eight varieties of yeast? Yes, eight. You know that muddled gray that is a result of mixing all the paint in a water color set? It’s like that, but the beer version. That’s what the people want, apparently.”
The fact that an English company seems to be helming this abomination is also striking given the 45 year history of England’s Campaign for Real Ale. The whole thing stinks, and I can’t wait to watch it turn sour.