Most of us have at least some familiarity with Artificial Intelligence -more commonly known as AI. As a university professor, I encounter it frequently as I try to determine whether, and in what ways, my students are using AI to complete their course assignments. When I set out to find a good definition of AI for this blog, I decided to turn to AI itself. According to Copilot (an AI‑powered assistant designed to enhance productivity and streamline workflow) AI is “a field of computer science focused on creating machines and software capable of performing tasks that typically require human intelligence. These tasks include things like learning from data, recognizing patterns, understanding language, solving problems, and making decisions.”
One of the major concerns surrounding AI is its potential impact on jobs currently performed by humans. Will people become expendable as AI systems advance? Which job roles or tasks within this industry are most vulnerable to AI? Are certain demographics (age, education level) more at risk of job loss? Are certain regions of the country more vulnerable to job disruption due to concentration of AI-impacted industries and job tasks? A quick search online reveals countless academic studies and media articles wrestling with these and other questions. When I typed “impact of artificial intelligence on jobs” into Google Scholar, it returned more than 2.4 million results.
However, this blog entry is not focused on AI’s broader implications for employment. Instead, it explores a more specific question: how might AI affect some of the creative professionals working within the brewing industry?
My interest in this question was sparked by an article I read on the BBC website last week (the BBC has recently introduced a paywall, but you can still access the article here). The piece described how Simon Hubbard, who runs the Mean Eyed Cat in Newcastle, England, has become increasingly aware of the growing use of AI in designing items such as bottle labels and pump clips—the small signs attached to beer hand‑pulls that let customers know what’s being served. Partnering with another bar, the Free Trade Inn in nearby Ouseburn, Hubbard has launched a campaign refusing to carry any items or products whose design elements have utilized AI
Hubbard kicked off the campaign on the bar’s Instagram account with an unapologetically blunt message, proclaiming that “AI art looks SH*T.” He criticizes it as “overly polished” and “overly perfect.” His frustration is aimed squarely at breweries turning to AI for their design work. Interestingly, it seems to be the older, more established breweries that have begun relying on AI to assist with their creative processes. Hubbard urges brewers to create their own artwork rather than relying on automated tools, delivering his message in in his typically direct, no‑nonsense style. – “Do it yourself, you lazy piece of shit!” implores Hubbard’s on his brewery’s Instagram post.
A key concern for Hubbard and others is that AI could displace work traditionally done by local creatives. Not everyone shares this worry, however. In Durham, England, artist Ashley Willerton believes there will always be a core group of pubs and breweries committed to supporting local designers. A lingering question, however, is whether that core will be large enough to sustain meaningful opportunities for creatives such as him. While acknowledging that AI might produce designs that are technically more refined, Willerton argues that such work lacks the human touch—and the deeper meaning—that comes from art created by people rather than algorithms.
Reece Hugill, owner of Donzoko Brewery in Newcastle, England, highlights another important dimension of working with local artists: for him, it’s about being part of the local community and ensuring that money remains within it, rather than being siphoned off into the coffers of some distant company.
Hugill’s observation is particularly compelling because it aligns with the broader neolocalism movement, a trend in which craft breweries play a prominent role. Geographer James Shortridge defined neolocalism in 1996 as the “deliberate seeking out of regional lore and local attachment by residents (new and old) as a delayed reaction to the destruction of modern America of traditional bonds to community and family.” Put simply, many Americans are actively looking for products that express a tangible connection to the communities in which they live. The popularity of farmers markets, independent bookstores and coffee shops are a testimony to people’s desire to support local producers.
Independently owned craft breweries – often operated by people who live just a few miles away—also meet this desire by offering a product whose identity is deeply rooted in place. While ingredients such as yeast, hops, or malted grains may come from outside the region, the water and, more importantly, the brewer’s creativity remain distinctly local.
One of my favorite breweries here in Toledo is Quenched & Tempered Brewing Co. (Q&T). The brewery is owned by Ali Drozdowicz, while her husband, Alex, serves as the Master Brewer. Along with enjoying their excellent beer, I especially appreciate the distinctive labels on their cans – each one designed by hand, in‑house, by Ali herself. On the brewery’s website, Ali highlights Q&T’s dedication to supporting local creatives, noting that “we support other small businesses and creatives because a strong community benefits everyone.” Another Toledo brewery, Earnest Brew Works, partners with a local artist who designs and creates the chalkboard-style beer menus displayed behind the bars in its taprooms.
In response to the growing influence of AI, there are increasing calls for a universally recognized label that identifies products and services as “human-made.” Terms such as “Human-made” and “AI-free” are already appearing in connection with films, books, and websites. In many ways, these emerging labels mirror the Independent Craft Brewer seal created and promoted by the Brewers Association.
Dr. Amna Khan, a consumer behavior and retailing expert at Manchester Metropolitan University, argues that “a universal definition is essential to build trust, clarification, and confidence.” Yet while many consumers would welcome such a label, developing one is far from straightforward. Key challenges include establishing a shared definition of what “AI-free” actually means. Some view it as a continuum rather than a binary concept.
The UK government is currently considering legislation that would require clear labeling of AI‑generated content. The discussion is complex, with Technology Minister Liz Kendall emphasizing the need to balance protections for creative industries with the importance of allowing the AI sector to continue innovating.
As debates about artificial intelligence continue to unfold across different economic sectors – from higher education to manufacturing to the creative industries – the brewing world provides a compelling microcosm of the larger tensions at play. What’s happening in Newcastle, Durham, and here in Toledo is not simply a dispute about aesthetics or technological convenience; it reflects deeper questions about community, identity, and the value we place on human creativity. While AI can generate polished images in seconds, it cannot replicate the lived experiences, local knowledge, and personal relationships that shape the work of designers, illustrators, and brewers who root their craft in place. Whether AI ultimately becomes a tool that supports creatives or a force that undermines them will depend on choices made by breweries, consumers, and communities alike. For now, the pushback from people like Simon Hubbard—and the commitments of artists and brewers who champion local collaboration—offer an important reminder that supporting human creativity is also an investment in the cultural and economic vitality of the place we call home.
Further Reading:
Shortridge, James. 1996. Keeping tabs on Kansas: reflections on regionally based field study. Journal of Cultural Geography, Volume 16, number 1, pages 5-16.
Note: The image on the header of this blog entry is AI-generated. I thought it would be interesting to ask AI to produce an image protesting itself.