D2C brand Got Beef unveils AI produced Granny character for social media and billboard campaign
Got Beef, a direct to consumer grass fed beef jerky brand, has announced the launch of Granny, an AI generated brand spokesperson appearing across the company's social media platforms and a new billboard campaign.
Granny is produced using AI video generation technology Kling. In the company's social content, she is presented as an advocate for clean label products and starting beef with retailers that are selling beef full of fillers, drawing attention to jerky made without fillers or additives.
"Granny gives the brand a consistent voice and a clear message about clean ingredients," says Benji Boyce, Founder at Got Beef. "Producing the character with AI is perfect. The videos cost me around $100-$200 each to generate and always go viral which earns me money in addition to the beef jerky sales."
Got Beef uses a range of AI tools across its business functions, including product sourcing research, packaging design, content production, and customer communications. The company says this approach allows it to bring products and campaigns to market on compressed timelines.
The Granny videos are produced through an automated content pipeline that assembles scripts, scenes, and variations and processes them through AI video generation services. Got Beef uses agentic AI systems, and frontier AI models like Claude Code and Google Gemini software designed to carry out multi-step tasks, to support design and operational workflows.
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
