Stella Artois AI Project Assigns Probability Scores to Old Master Paintings
A new initiative called the Artois Probability unites the beer brand Stella Artois, GUT Buenos Aires, and the Museo Nacional de Bellas Artes in Argentina. This project investigates how often the beer appears in classic European artworks by employing an algorithm that analyzes more than 3,000 pieces for variables like date, location, and container shape. The findings are matched with brewery records dating back to 1366. Launched in April 2023, an augmented reality app facilitated user engagement, resulting in 24,000 interactions and a reach of 6.7 million unique users, earning multiple accolades, including the Grand Prix at Cannes Lions.
Key facts
- The Artois Probability is a collaboration between Stella Artois, GUT Buenos Aires, and the Museo Nacional de Bellas Artes.
- An algorithm analyzed over 3,000 paintings to estimate the probability that depicted beer is Stella Artois.
- Variables included year painted, geographical location, liquid color, and vessel shape.
- Data was matched against brewery distribution records from the Den Hoorn brewery, founded in Leuven in 1366.
- In April 2023, the museum launched an AR web app for visitors to scan paintings and see probability scores.
- 24,000 visitors interacted with the app, a record for the museum.
- The campaign won the Grand Prix in Creative Data at the 2023 Cannes Lions, plus Gold Lions and a Clio Gold.
- Key figures: Mariano Gilmore, Luz Arriaga, Juan Szelagowski, Ramiro Rodríguez Gamallo, Matías Lafalla.
Entities
Artists
- Pieter Brueghel
- Édouard Manet
- Vincent van Gogh
Institutions
- Museo Nacional de Bellas Artes
- Stella Artois
- GUT Buenos Aires
- Amigos del Bellas Artes
- Friends of the National Museum of Fine Arts Association
- Furor Studio
- Cannes Lions
- Clio Awards
- Museum AI Summit
Locations
- Buenos Aires
- Argentina
- Leuven
- Belgium