Executive Summary
The study explores the effectiveness of Generative AI, specifically Large Language Models (LLMs), in creating promotional campaigns for small breweries, with a focus on Burns Family Artisan Ales' Cold Spell IPA. It assesses the potential of LLMs in crafting narratives and marketing strategies, balancing creativity and relevance to the brand's identity. The research examines the LLM's capabilities in producing both textual and visual content, evaluating their alignment with marketing objectives and brand ethos. The findings reveal strengths in textual content creation but limitations in visual content, emphasizing the need for human oversight. The study contributes insights into integrating AI in niche marketing, particularly for small breweries navigating competitive markets.
Recommended Citation
Eastment, Christopher and Jo, Jangwoo
(2024)
"Effectiveness of Generative AI in Craft Beer Promotional Campaigns for Small Breweries,"
ICHRIE Research Reports: Vol. 9:
Iss.
2, Article 6.
DOI: www.doi.org/10.61701/624618.045
Available at:
https://via.library.depaul.edu/ichrie_rr/vol9/iss2/6
