Swedesboro Brewing, a craft brewery in New Jersey, rolled out an AI-generated spokeswoman named "Sarah" as a new face for the brand.
The introduction quickly sparked backlash from followers, and the brewery responded not by revoking this artificial character, but by sharing a 29-second video featuring it.
Here's what to know
Followers criticized Swedesboro Brewing Company's decision to debut Sarah, a "virtual media entity."
In a Facebook post announcing this, the brewery wrote, "She's the newest face of Swedesboro Brewing Company … with one little twist. She's virtual!"
"She's got personality, a sense of humor, and plenty to say about our beers, events, and everything happening at our three locations," the brand said.
As Breweries in PA reported, the move drew criticism from followers over the use of AI to market a local brewery.
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Replies were blunt from the start.
One commenter wrote, "There's still time to delete this and say it was a joke."
Another added, "Checks calendar… it's not April Fools Day."
"Here's the funny thing about AI. Before I saw this, you didn't get my money because I never heard of your product. Now that I've heard about your product, you won't get my money because I saw this," another joked.
Someone else said, "You have so many great employees that work at your breweries, [I'd] much rather see one of them!"
One commenter's objection centered around the sense of authenticity that often separates small breweries from national brands. "I am a huge supporter of NJ craft breweries. I support local breweries because they feel more authentic than the huge national brands, and I like feeling connected to those in my immediate community and the communities around me," they wrote. "How can a brewery foster that connection to its customers by creating someone fake to hawk its beers and merch?"
The commenter continued, "It's one thing to use AI to create images for promoting events, but this feels like way too much."
The brewery then posted another video of Sarah leaning into the backlash a la Jimmy Kimmel's Celebrities Read Mean Tweets segment. The company's double-down method didn't play well, for engagement or marketing to customers. The second video has received just half of the views of the original, 12,000 views to the original's still-meager 28,000 views at the time of writing.
And commenters were still unhappy.
"I'm sorry you wasted money on a marketing firm for this," one person wrote.
Another mocked, "'Hmmm, a lot of people seem to hate the AI thing we used last week. I suppose we'll just have to double down on it this week!'"
"This isn't the flex you think it is," another person said.
More background
For many craft beer fans, part of the appeal is the people and local culture behind the product, not just the beer itself. In a crowded craft beer market, that sense of connection can matter just as much as a polished campaign.
Breweries in PA argued that leaning on an artificial spokesperson threatens the traits that have historically set craft breweries apart. In that view, AI-driven branding reads less like innovation and more like an impersonal shortcut.
The debate also raised broader concerns about AI and automation.
To critics, Sarah represented a larger concern about businesses swapping out the human element that drew customers in for automation.
Breweries in PA argued that breweries turning to cheap AI branding instead of the creativity and individuality that built craft beer could reflect a broader downturn in the industry.
Where can I learn more?
Swedesboro Brewing isn't the only company to face pushback over putting AI in front of customers.
• Starbucks rolled out a controversial AI assistant as part of a broader tech push.
• A major appliance maker drew criticism after marketing a new AI-powered washing machine to consumers.
• Coca-Cola reshaped its operations to pursue an aggressive AI strategy despite skepticism.
• In Saudi Arabia, Coca-Cola's AI ad campaign sparked concerns about digital surveillance.
• McDonald's faced backlash after an AI hiring platform exposed data from millions.
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