Danish brewer puts 5 AI employees to work

The five new employees of the Royal Unibrew Brewery (Denmark) have names, faces, and email addresses like any other employee, but they are just products of artificial intelligence (AI).

Ms. Athena (left) and Mr. Kondi Kai, two of five "virtual" employees of Royal Unibrew Brewery, Denmark - Photo: DANISH MARKETING ASSOCIATION

With the help of Manifold AI (Denmark), the second largest Danish brewery Royal Unibrew Michala has just added five new employees, but all of them are "virtual", created by AI technology.

The five employees, comprising three men and two women, hold positions such as brand builder, market analyst, market data collector and analyst, wine researcher and trade analyst.

Speaking to AFP, Royal Unibrew marketing director Michala Svane said the brewery's employees are assisted with daily tasks, as well as being helped in finding information while working with five "virtual" employees.

According to Ms. Svane, these assistants initially worked without names, but now "all five of our colleagues have their own stories, their own identities, can change clothes and interact with other employees on a daily basis."

Brewery employees still chat and exchange emails with five AI employees every day.

Royal Unibrew took photos of these “virtual” employees. World media commented that all five people looked attractive, beautiful and fit.

“When we updated the AI ​​agents’ images, their frequency of work and interactions with human employees increased fourfold,” Svane added.

Royal Unibrew's marketing director confirmed that the brewery's employees easily accepted and worked with five "virtual" employees without any problems.

Ms. Karin Jorgensen - head of the department responsible for collecting and analyzing business data, still exchanges every day with her "virtual" colleague Athena - a market analyst.

Ms. Jorgensen is interested in the non-alcoholic beer market and Athena guided and accompanied her through reports to get an overview of the current beer and alcohol market.

She said that since having an AI colleague, her work has become easier, everything is completed faster than before because the nature of her job requires looking up a lot of reports, checking emails continuously and connecting with many people.

Additionally, when working with AI agents, information analysis and comparison can be done more discreetly, ensuring greater information security.

Ms. Jorgensen hopes that “virtual” employees like Athena will soon be able to participate in company meetings like other regular employees.

On the contrary, some experts worry that working with “virtual” employees could stunt people's critical thinking skills.

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Source: https://tuoitre.vn/hang-san-xuat-bia-dan-mach-dua-5-nhan-vien-ai-vao-lam-viec-2025041515514994.htm