HELL ENERGY, Budapest, Hungary, unveiled its first energy drink entirely powered by artificial intelligence (AI).

Every aspect of the energy drink has been crafted by advanced AI systems from the design, recipe, tasting and taste evaluation, predictive intelligence, security measures and marketing elements, the company says.

As AI can utilize vast amounts of information and knowledge available on the World Wide Web, it can process and uncover connections at a speed that is almost incomprehensible to humans. Additionally, it possesses comprehensive knowledge about energy drinks, encompassing ingredients, sales results, health research, recommendations and consumer feedback. Moreover, it can seamlessly integrate the latest trends and information into its analyses.

When HELL ENERGY commissioned AI to develop a new energy drink tailored to its needs, the artificial intelligence processed a vast amount of information and formulated what it deemed the best recipe, it says. The AI not only considered consumer expectations from an energy drink but also prioritized the goal of creating a superior and more enjoyable beverage, it adds.

As the most intelligent entity in the world at present, AI deemed the recipe it formulated to be perfect, the company says. It enhanced the energy drink with vitamins, amino acids and herbs, while ensuring compliance with food industry legislation, including the optimization of European Food Safety Authority (EFSA) recommendations and adherence to the recommended daily allowance (RDA) standards, it adds.

The AI created three flavor variations for fine-tuning and digitized them using the technology of a New York-based company, it notes. After tasting — yes, tasting, not testing— all three drinks and analyzing extensive data and statistics, the AI utilized predictive intelligence to select the winning flavor, the company says. Thus, the truly unique and refreshing Tutti-frutti & Berry-blast flavor was born.

This ground-breaking development represents the first time artificial intelligence has carried out such a sophisticated product development process within the energy drink sector, according to the company.

The recipe is kept strictly confidential, and in order to protect it, the AI provided recommendations, the company says. It is stored on a single computer in HELL ENERGY's Hungarian factory, equipped with advanced security elements. The design of the room housing the machine was also developed by artificial intelligence, it notes. However, recognizing the importance of backup measures, a copy of the recipe is kept securely in a vault in Switzerland, the company says.

With AI’s extensive involvement, the packaging of the new energy drink also was designed by AI. While incorporating the color scheme of HELL ENERGY, the AI also infused its own digital style into the design.

Since the new product — HELL A.I. — is truly the result of an extraordinary and unique process unparalleled at a global level, the company's employees were eager to subject the new energy drink to testing under conventional conditions, it says. As a result, it underwent rigorous quality control and blind tasting sessions, it notes.

The AI also represents a tremendous perspective in the field of product development, pushing beyond previously unimaginable boundaries and ushering in a new era for the food industry. With AI's capabilities, it can swiftly sort and analyze vast amounts of internet data in mere minutes or seconds, drastically reducing the product development cycle from 1-2 years (or at to as little as one month,) the company notes. This process is the result of coordinated efforts, as multiple AI systems, each excelling in different areas, collaborate on the development. With more than a hundred AI systems already in existence worldwide, the collective operation ensures a high level of innovation, it says.

The new product is produced in one of Europe's most advanced beverage production facilities and will be accessible in more than 60 countries worldwide starting from the summer of 2023, the company says.