Royal Unibrew introduces AI colleagues to boost productivity and innovation

Denmark’s second-largest brewer integrates AI agents like Athena and KondiKai to work alongside human staff.

Illustration by Jose A. Bernat Bacete

By Anna Fadiah and Hayu Andini

Royal Unibrew introduces AI colleagues in a bold step toward blending human intuition with machine efficiency, a move the Danish brewer believes will redefine how teams collaborate and innovate. With five virtual workers joining the staff, the company is exploring the future of hybrid work, where humans and artificial intelligence function as one team.

A new era of teamwork at Royal Unibrew

At the heart of Royal Unibrew’s transformation is the idea that people should be empowered to focus on what they do best — creative thinking, empathy, and relationship-building — while delegating repetitive tasks to AI. Marketing director Michala Svane sees this as a landmark moment, describing the integration of artificial intelligence as a way to “unleash the full potential” of their human workforce.

To bring this vision to life, the company partnered with Danish tech firm Manifold AI. Together, they created five distinct AI colleagues:

KondiKai, a brand specialist;
Athena, a savvy market analyst;
Prometheus, the tireless sales data collector;
Moller, a beer and food sommelier;
Ella, a trade specialist managing retail and distribution insights.

These AI agents now support day-to-day operations at Royal Unibrew, giving human employees more time to focus on complex tasks that require judgement and creativity.

From nameless bots to workplace personas

Initially, these AI colleagues were just faceless tools in the system. But that changed quickly. Realistic names, backstories, and profile photos helped bring them to life — at least digitally. The AI agents now appear in internal messaging systems like Microsoft Teams, where they engage in chats and respond to emails.

Svane noted that simply adding a name and photo significantly increased staff interaction with the AI agents. “When we put a picture on the AI agent, the use and engagement went up times four,” she explained.

The virtual workers are carefully designed to be visually appealing — three men and two women, all fit and smartly dressed. Employees now regularly interact with their AI teammates, not just as tools but as consistent, helpful collaborators.

Gaining efficiency without losing the human touch

At the data and analytics department, the AI-powered shift is already showing results. Karin Jorgensen, who works closely with Athena, calls the AI system her “sparring partner.” Athena provides Jorgensen with real-time access to internal reports and market summaries, especially valuable as she delves into the fast-growing non-alcoholic beer market.

“Before, there were a lot of emails coming in. And we had to look up old reports and do a lot of connecting things and so on. We have definitely moved to more agility, more speed,” Jorgensen said.

With Athena’s help, tasks that once took hours can now be handled in minutes. And perhaps more importantly, the information stays within the company — reducing the need for outside consultants and keeping data secure.

Still, Jorgensen is mindful of the limits of AI. “What Athena provides is great, but we need to ensure that we maintain a critical eye and don’t take recommendations blindly,” she added.

AI collaborators and human creativity: A hybrid approach

The move by Royal Unibrew to introduce AI colleagues is more than just a tech upgrade. It marks a cultural shift toward hybrid teams — where humans and machines are expected to work side-by-side. And while there’s excitement about the potential, there’s also an awareness that AI is not infallible.

Lise Knuppert Hordam, a manager who oversees some of the AI-human collaboration, reminds her team that while AI can assist, it should never replace human judgement. “You need to be critical of everything that comes from KondiKai because he is a machine,” she said. “What he says is based on all the data we gave him. So it is valid, but it needs a human touch and creative thinking.”

The message from management is clear: AI is a partner, not a boss.

The psychological shift: Is your best colleague an algorithm?

While Royal Unibrew celebrates this AI integration, researchers are watching carefully. Jan Damsgaard, a professor of digital transformation at Copenhagen Business School, says this approach is relatively new and unexplored.

“These AI agents are designed as personas for a better user experience,” he said. “They are created to attend to special issues. But we know very little about what happens when someone’s closest colleague is not a person, but an AI algorithm.”

Damsgaard raises valid questions: What happens when a human employee disagrees with an AI colleague? How do team dynamics change when some members aren't real? These are issues that haven’t been fully addressed yet.

Still, Damsgaard acknowledges the promise in Royal Unibrew’s experiment. The idea of named AI personas embedded in daily workflows is innovative and could soon become common across industries.

More developments on the horizon

Royal Unibrew’s AI initiative is still in its early stages. But it’s already reshaping how teams work and communicate. Future updates may include AI colleagues who can attend meetings, present data live, or even help manage projects in real time.

For now, employees like Jorgensen are excited about the changes — and the possibilities. She’s looking forward to seeing how Athena evolves and what new capabilities she might gain. "This isn't just about replacing old processes," she said. "It's about creating a smarter way to work."

Svane, the marketing director, agrees. To her, the AI initiative represents a leap into the future. “What we’re doing here isn’t just about technology. It’s about changing the way we think about work — and how we can work better together.”

Redefining roles, not replacing people

While fears about automation persist in many industries, Royal Unibrew is positioning its AI transformation as a tool to support workers, not eliminate them. The AI colleagues aren’t replacing anyone. Instead, they’re filling in the gaps — helping teams move faster, make smarter decisions, and keep pace with a rapidly changing world.

And for Royal Unibrew, it’s more than just good business. It’s a statement: the future of work doesn’t have to be humans versus machines. It can be humans and machines, working together — in harmony.