Greene King, one of the UK’s largest pub chains, has been using an AI virtual assistant named “Charlie” to answer the phone at a number of its sites, including in LondonAdam Cailler Senior reporter and MSN lead and Felix Armstrong www.cityam.com
06:43, 29 Apr 2026Updated 06:44, 29 Apr 2026
Greene King is using an AI assistant to “drive efficiencies,” it said
Greene King has deployed AI-powered assistants to work in its pubs as hospitality businesses struggle to cope with soaring costs. The Chinese-owned pub chain, amongst Britain’s biggest, is employing a “virtual assistant” called “Charlie” to handle telephone calls at several locations, including venues across London.
The move towards digital bar staff arrives as the UK’s hospitality sector grapples with mounting pressures from April’s tax hikes and fresh workers’ rights legislation that are severely impacting pubs’ capacity to recruit staff.
The virtual assistant is being deployed to “drive efficiences” at the Rutland Arms in Hammersmith and three out of the 10 Greene King establishments in and around the Square Mile, reports City AM.
Humans won’t be answering your calls(Image: Happycity21 via Getty Images)
The George in Borough, Anchor Bankside in Southwark and Ye Olde Cock Tavern in Temple all utilise the artificial worker to manage their telephone systems, as reported by City AM.
The pub group had previously announced it was testing AI technology in behind-the-scenes operations such as waste management at two “innovation pubs” in Leicestershire, but had not formerly revealed its deployment of artificial intelligence for customer-facing services.
A spokesperson for Greene King told City AM: “We have been trialling an AI conversational voice assistant in select pubs and restaurants as we look to leverage digital capabilities and drive efficiencies across our estate.
“The system is designed to support in our bookings process, ensuring that no call goes unanswered while allowing our team members to continue to provide outstanding in-person experiences for our customers.” Pubs are for ‘human interaction’
Pub historian and author of London’s Lost Pubs, Sam Cullen, expressed to City AM that he would find it “slightly unnerving” to encounter a virtual assistant when ringing his local.
“But if it frees up hard-working staff to prioritise their in person punters, and make the pub a homely, welcoming environment for all, then I can understand. I certainly wouldn’t want to encounter anything remotely resembling AI while ordering at the bar though.”
Square Mile pub patrons also had mixed feelings about Greene King’s use of AI, with one telling City AM it feels contrary to the “against the pub ethos,” but “anything that keeps workers off phones and pouring pints is welcome”.
Another City drinker said: “I understand the strain placed on the hospitality industry, but the pub is, by definition, a public space to enjoy human interaction. The thought of being ‘served’ by AI at the pub is depressing and adds a layer of admin that just shouldn’t be needed.”
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