Video: Sharp’s AI mockumentary


To celebrate the launch of its first hazy IPA – Solar Wave – Sharp’s Brewery is taking a satirical look at the AI-obsessed media landscape through a short, tongue-in-cheek mockumentary, filmed in The Waterfront in Polzeath.

Reflecting on what happens when chatbot technology invades the British pub, the brewery teases the “outlandish ways that companies are trying to stand out”. Through the eyes of a friendly but dubious landlady, a mini mockumentary unfolds.

The video reveals a number of vignettes that show pub customers consistently interrupted by ‘ChatIPA’, Sharp’s’ new ‘AI barman’. From a first date to a desperate plea at a passerby, ChatIPA becomes a frustrating – and clearly temporary – feature at the seaside bar.

Marketing controller, James Nicholls, said: “Much like our new beer, this content marks something very different from us and is a huge step in bringing traditional cask beer to a new generation of drinkers.

“Ultimately, nothing can replace human connection. And, with more than 300,000 pints of Solar Wave bought across the UK so far, we’re proving that the new hazy IPA doesn’t require any gimmicks. Friends, friendly bar staff and, of course, a pint of Solar Wave – make a great way to bring people together.”

Jamie Yoki, owner of The Waterfront, added: “We were delighted to play host to the mini mockumentary that Sharp’s created here at The Waterfront. It was good fun and we always love working with the Sharp’s Brewery team who are based just down the road from us in Rock. I think it is safe to say, we won’t be recruiting any AI barmen anytime soon!”