IntelligentX Brewing Co. is a start-up looking to change how we market brands and products with consumers in future. Their co-founder Dr. Rob McInerney is questioning the need for investment on advertising, and suggests this should be instead used against improving the product itself through direct consumer feedback via the use of Artificial Intelligence (AI).

The London-based company is currently trialling a combination of e-commerce platform and a mechanism for gathering data, as it prepares to launch its direct to consumer model in the new couple of months, as report on The Grocer magazine.

Using machine learning to support their continuous development process, the steps followed by consumers are outlined below to drive innovation rather than focus on advertising:

As a result, they have created the world’s first beer brewed with the help of artificial intelligence. The project is the work of machine learning firm Intelligent Layer and creative agency 10x

“The AI is about putting all the customers in the same room as the brewer, it would be extremely difficult and time-consuming for a human to collect this much data, but the AI can gather and interpret it with ease.” IntelligentX co-founder Hew Leith

For more information on the concept, watch the TED video below.

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