Danish brewer adds AI 'colleagues' to human team

The marketing department of Danish drinks company Royal Unibrew has recently welcomed in five new "colleagues", all generated by artificial intelligence. The colleagues include brand specialist KondiKai and market analyst Athena. 

Michala Svane, Marketing Director, Digitalization & Business Development, said "AI is not just changing the tools that we use. It is changing the very fabric of how we work. To create this hybrid workforce, where technology and AI blend in with our "real" colleagues, we looked at how our employees interacted with the AI tools. We saw that they started giving them names. When we put a picture on the AI agent, the use and the engagement went up times four."

The company has made photos of the "colleagues", three men and two women, all attractive and fit and human employees interact with them via chats and emails. Marketing director of the company also said that working together with digital colleagues means that human employees can "get help for more routine-based work and finding information.