What do computers know about beer? They can create recipes, it turns out, and a new startup plans to sell beer recipes created by artificial intelligence, adjusting subsequent batches based on feedback from customers.

The beer company is called IntelligentX, and its algorithm decides the precise balance of ingredients that goes into each batch. As customers drink them, they’re encouraged to visit a website and share their feedback.

“We’re about using data to listen to our customers, get all that feedback, and then brew something that’s more attuned to what they actually want and need,” the company’s co-founder told Bloomberg Technology.

If the humans decide that a beer has too much hops, for example, the algorithm adjusts that ingredient for the next batch. The first versions of the recipes had issues, and changed based on feedback.

The beer, which is called AI because computers aren’t into punny beer names, is only available in the United Kingdom so far. However, the same feedback algorithm could work for other products: imagine a coffee blend that adjusts according to feedback, or a perfume?

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