It was in the afternoon Tuesday when the Facebook algorithm fired a brewery’s post up to the top of our feed, which is usually part for the course when we are using that social media site as the Brew Crew instead of any of us as individuals.

The surprising thing about that post was that someone used generative AI to create it, which was the first time we had ever seen the brewery go that route. There were four comments, all opposing the usage of the technology to advertise an upcoming event (and, it was noted, the QR code to purchase advance tickets wasn’t even working). The brewery pulled the post since we noticed it.

Recently, we have begun to notice a few breweries around the state start to use generative AI to promote on-site events. Whether it was done by a brewery staff member or perhaps an outside public relations/marketing representative, it still carried the brewery’s name and had to have been approved by someone up top.

As our friends at The Fork wrote earlier this summer in the Santa Fe Reporter, it’s generally viewed as a bad look for restaurants to go that route. The public backlash, particularly in a lot of those local foodie groups on Facebook, has certainly trended in that direction.

It’s not terribly surprising that some breweries have gone the same route, however. That type of AI is fairly cheap and does not require someone to hire a freelance graphic designer. Smaller breweries don’t have the financial bandwidth to have a full-time designer/social media guru on staff. Those are certainly arguments in favor of using generative AI at a time when breweries are, by and large, struggling financially.

So what do all of you think? Is generative AI tacky and taking money away from artists and designers who could use it? Or is it simply a sign of the times and a good way for a struggling business to save a little money?

We have our opinions on the matter, but we would like to hear yours. Fire up the comments on social media, leave them below, or email us directly at nmdarksidebrewcrew@gmail.com.

— Stoutmeister