Royal Unibrew embraces hybrid AI-human teams

Denmark’s Royal Unibrew has introduced five AI-generated ‘colleagues’ into its workforce, in a move the brewer describes as a step towards unlocking the full potential of its staff.

Designed by Danish firm Manifold AI, the digital assistants are integrated into daily operations, assisting with tasks such as market analysis, data management, and food pairing. Each AI has a name, backstory and face, which, according to the company, has significantly increased engagement among employees.

The virtual colleagues – named KondiKai, Athena, Prometheus, Moller and Ella – are used across departments via chat and email. Their arrival has helped streamline routine tasks, allowing human employees to focus on creative and strategic work.

According to staff, their input has improved efficiency, particularly by reducing time spent on searching past reports or handling emails. AI agent Athena, for example, assists with real-time market insights and report navigation for Royal Unibrew’s analysts.

While employees have welcomed the AI tools, managers caution that human judgement remains essential.

Marketing director Michala Svane believes the blend of digital and human capabilities can create more agile teams, but others stress the need for critical thinking when relying on machine-generated input.

Experts also raise questions about the long-term effects of such hybrid teams, including the psychological and social dynamics of working alongside AI ‘colleagues’.

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