A simple pint of Guinness should be a straightforward pleasure. But for Matt Cortland, a recent €7.80 (approximately $8.93) tab in a Dublin pub sparked a curiosity that quickly blossomed into a data-driven project—and a novel application of artificial intelligence. Frustrated by the lack of publicly available pricing information for Ireland’s most iconic stout, Cortland embarked on a mission to create his own consumer price index, powered by AI.
The quest began with a surprising discovery: the Central Statistics Office of Ireland stopped tracking Guinness prices back in 2011. Determined to fill the gap, Cortland, founder of an AI startup, turned to the technology itself. He devised “Rachel,” an AI agent built using the ElevenLabs voice generation platform, and imbued her with a Northern Irish accent as a nod to reality TV star Rachel Duffy, winner of the UK version of The Traitors. Rachel’s task? To call over 3,000 pubs across Ireland and politely inquire about the price of a pint.
“I was like, ‘Well can I just call every pub in Ireland and conversationally ask them with AI?,’” Cortland told reporters. “I pulled the thread, and I just kept pulling the thread, and here we are.” The resulting data was then processed by Anthropic’s Claude, leading to the creation of the Guinndex, a “living, breathing” index of Guinness prices across the island. The Guinndex isn’t just a static list; it allows bartenders and consumers to contribute and update prices, fostering a community-driven approach to price transparency.
The Price of a Pint: What the Guinndex Reveals
As of Monday, the Guinndex shows the average price of a pint of Guinness in Ireland is approximately €6.01 (about $6.88), with the most common price point being €5.50 ($6.30). This provides a valuable benchmark for consumers like Cortland, who can now compare prices and potentially avoid overpaying. The highest recorded price, according to the Guinndex, is €11.
The project highlights the growing potential of AI to address everyday consumer concerns. While large language models are often discussed in the context of groundbreaking scientific advancements—like the search for a cure for cancer, as envisioned by leaders like Eli Lilly CEO Dave Ricks—Cortland’s function demonstrates a more immediate and practical application.
AI’s Surprisingly Human Touch
What’s particularly striking is how convincingly Rachel, the AI agent, interacted with pub staff. Data from voice AI firm Regal indicates that customers spend 14% more time chatting with AI agents than with human representatives, and provide 22% longer responses, sharing details they might otherwise omit. Regal’s research suggests people are increasingly finding AI voices as credible as human ones.
Transcripts of Rachel’s conversations, reviewed by this publication, reveal that many bartenders were unaware they were speaking to an AI. One bartender at Doogies in Enniskillen, Northern Ireland, reportedly offered Rachel a discounted price: “The cost of a pint of Guinness? Twenty-five pounds. But if you’re coming in for a wee drink, I’ll give it to you for a fiver.” Another, at Malzard’s Pub in Kilkenny, Ireland, offered a sympathetic ear: “Listen, they’re normally 6.20 [euros], but if you can’t afford one, we’ll buy you one. We’ll look after you.”
The Guinndex has already shown some impact. Cortland reports that at least one pub owner lowered their Guinness price by €0.40 after seeing their pricing on the index and subsequently updated the listing. This suggests the platform has the potential to influence pricing behavior, even on a small scale.
Beyond Guinness: The Future of AI-Powered Price Transparency
Cortland isn’t stopping at Guinness. He envisions replicating the Guinndex model for other products and services, potentially starting with prescription drugs in the United States or even the price of a slice of pizza in Fresh York City. His motivation stems from a desire for greater transparency in markets where price fluctuations can be significant and often opaque.
“If you’re charging €11 for a pint of Guinness, that’s fair enough,” Cortland explained. “But people should know that information.”
Diageo, the parent company of Guinness, did not respond to requests for comment regarding the Guinndex. It’s important to note that beer prices in Ireland are independently set by individual pub owners, creating a fragmented market where price variations are common.
The success of the Guinndex also raises broader questions about the role of AI in consumer advocacy and price discovery. As AI technology continues to advance, we can expect to see more innovative applications emerge, empowering consumers with information and potentially leveling the playing field in various markets.
Cortland’s project is a compelling example of how AI can be harnessed for practical, everyday purposes, offering a glimpse into a future where price transparency is the norm, not the exception. The Guinndex will continue to be updated with new data, providing a real-time snapshot of Guinness prices across Ireland. The next major update is scheduled for the end of April, incorporating data collected throughout the spring tourist season.
What are your thoughts on using AI to track prices? Share your experiences and opinions in the comments below.
