Bad View? Have a Brew: Coors Light Turns AI into a Beer Delivery System

Coors Light is stepping up for baseball fans—literally the ones stuck behind poles or nosebleed seats—with a new campaign that uses AI to offer compensation in the form of cold beer. The brand launched “The Coors Light AI Beer Refund,” a program that uses computer vision to detect obstructed-view seats in user-submitted photos. Fans can upload pics from their ballpark seats, and if the AI determines their view is partially blocked, they get reimbursed for a beer (up to $16 via Venmo). The campaign kicked off on in select parks MLB’s Opening Day and runs through May 1.

This isn’t just a quirky use of AI—it’s also grounded in some solid strategic thinking. Coors Light is leveraging the insight that most fans tolerate subpar views for the experience, but that doesn’t mean they don’t want some recognition. By using AI to identify visual obstruction—like poles, railings, or fans with tall hats—the brand gamifies a pain point and turns it into a reason to engage. It’s a tech-meets-loyalty play that invites user participation and encourages sharing on social, especially since the refund process feels more like a digital scavenger hunt than a traditional rebate.

The broader implication? Brands don’t always need to go high-concept with AI. Coors Light proves that a simple, utility-driven application of emerging tech can hit the sweet spot between clever and functional. Plus, they’ve sidestepped the common trap of making the tech the hero—instead, it’s a means to deliver on their “Chill” positioning in a very literal way.

Read more at Marketing Dive.