Greene King Deploys AI Assistant “Charlie” in London Pubs

Greene King, a Chinese-owned British pub chain, has installed an AI voice assistant named “Charlie” to answer calls at four London pubs – the Rutland Arms (Hammersmith), The George (Borough), Anchor Bankside (Southwark) and Ye Olde Cock Tavern (Temple). The company says the system aims to “drive efficiencies” amid rising operating costs, April tax hikes and new workers’ rights legislation that have strained staffing. A spokesperson said the AI ensures no call goes unanswered and frees staff for in-person service.

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Pub historian Sam Cullen called the virtual assistant “slightly unnerving,” though he noted possible staff benefits. Patrons voiced mixed feelings: one said the AI feels “contrary to the ‘against the pub ethos,’ but ‘anything that keeps workers off phones and pouring pints is welcome,’” another stressed pubs are “public spaces to enjoy human interaction,” finding the idea of being “served by AI” depressing.

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The AI is intended to reduce staff time spent on phone calls, allowing them to focus on serving customers in person, aligning with Greene King’s goal to “drive efficiencies.” However, the sources provide no quantitative data on call-answering speed, staff workload reduction or customer satisfaction, leaving the impact unmeasured.

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• “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.” — Greene King spokesperson

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• “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.” — City drinker, City AM

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• “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.” — Sam Cullen, pub historian and author

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