Pubs in Newcastle are pushing back against a surge in AI-generated artwork from breweries, citing concerns over quality and the livelihoods of independent artists. Simon Hubbard, who runs The Mean Eyed Cat, said he noticed a wave of “absolutely dreadful AI slop” appearing on bottles and promotional material, often from older, established breweries. “You can just tell, it looks overly polished, overly perfect. Hands always look really weird on it,” he said.

Following discussions with the Free Trade Inn in Ouseburn, both pubs announced on social media that they would no longer accept AI-created art, aiming to protect local creatives. The post quickly became one of the most viewed on Hubbard’s Instagram. “People are going to be put out of work because of it,” he added.

Artists in the region echo these concerns. Drew Millward, who has collaborated with breweries worldwide, highlighted that AI tools are trained on millions of human-made images, often without consent, which he describes as “stolen artwork.” While Millward has not personally seen his own work replicated by AI, he knows peers who have had to defend their creations.

For some artists, however, there is hope. Durham-based lettering artist Ashley Willerton has worked with pubs such as Town Wall in Newcastle and Bridge Vaults in Sunderland for over a decade. While acknowledging AI’s rise, she believes the human touch will keep independent artists in demand. “It will always lack a human touch; it might be technically better than a human can produce, but it doesn’t mean it’s meaningful,” she said.

Local brewery owners also see supporting artists as a way to build community. Reece Hugill, owner of Donzoko Brewery, emphasized that hiring local designers keeps money in the area rather than enriching large tech companies. “Local people know local tastes. A computer does not know that,” he said, noting that using AI could also signal a broader willingness to cut corners in other aspects of a business, from ingredients to employee pay.

The stance by Newcastle pubs highlights a growing tension between cost-effective AI tools and the preservation of creative work, raising questions about the future of art in local communities.