The European beverage company Hell Energy has developed a new flavor of drink called HELLAI using a generative artificial intelligence platform. The AI system integrates various data, including ingredients, sales results, health research, and consumer feedback, to create a high-quality and delicious beverage. The AI was involved not only in the formulation development but also in designing the product packaging, making it visually more appealing and contemporary. This drink is expected to attract a wide range of consumers and will be launched in over 60 countries.