5 surprising ways pubs are already using AI

It may not be ready to start pulling pints just yet, but artificial intelligence (AI) has already become a fundamental part of pubs, restaurants, and cafes around the UK.

Research from Startups has shown that 22% of hospitality firms are facing significant pressure to adopt AI and other emerging technologies into their operations. These tools and systems can be used to automate business processes and improve efficiency.

From improving marketing strategies to easing the usual administrative burden that comes with running a pub, here are five ways that bar and floor managers are using AI in 2025.

1. Shift scheduling

Organising shifts for staff can be a serious admin headache, especially for smaller pub businesses that already have enough on their plate.

The founders of workforce management software, Sona knew this pain point all too well, having worked in hospitality themselves. That’s why, when designing the Sona platform, they called upon AI to find the fix. 

By analysing efficiency data at a site level, Sona’s smart toolset helps managers schedule staff for peak times across their sites, as well as reduce labour during dips.

Sona’s Shift Filler tool further simplifies operations, where staff can find and choose overtime shifts. That makes it easier for workers to pick up extra shifts, while pub managers won’t have to worry about finding and hiring agency staff for any last-minute cover.

2. Target marketing

Pubs and other hospitality businesses are also using AI to great effect for digital marketing. Specifically, by utilising it for targeted advertising through various online channels favoured by pubs and restaurants, such as Facebook, Instagram, and email marketing.

Each of these platforms offers AI tools that can analyse the behavioural and preference data across your customer base.

From there, businesses can use these insights to get a better understanding of their target audience and create relevant marketing campaigns and advertisements.

Pub chain Miller & Carter utilises AI-powered target marketing through Facebook and Instagram. However, they keep humans in the equation by placing real spokespeople and customer advocates front and centre in social media marketing content, ensuring that customer loyalty and brand personality aren’t lost.

3. Monitoring customer feedback

Most hospitality businesses receive customer feedback through Google Reviews or TripAdvisor. But combing through each rating takes a lot of time. 

AI analyses customer reviews to determine the sentiment (whether positive, negative or neutral) behind the text. It can also highlight recurring positive feedback and flag particularly negative reviews, allowing businesses to act quickly to address the issue.

Moreover, hospitality businesses have adopted AI chatbots to gather real-time feedback through CRM software like HubSpot. You could set up the bot to ask targeted questions about the customer’s experience, such as food quality, service, and atmosphere.

Generative AI platforms, such as ChatGPT, might also be used to draft replies to reviews, allowing for a faster response time.

4. Automating bookings

No one likes waiting on hold for hours on end, especially when you want to book a table ASAP. While most pubs and restaurants rely on online booking systems, some customers prefer to do things the old-fashioned way.

The trouble is, when things get busy, there isn’t always someone available to answer the phone, leading to businesses losing out on reservations.

Startups 100-listed company, PolyAI worked with a UK pub restaurant chain to offer an AI-powered voice assistant which can take, change and cancel reservations over the phone, allowing the business to answer these calls 24/7.

If AI voice assistants are out-of-budget, smart chatbots are a cheaper alternative for hospitality firms, with many now offering this function for customers to book a table online. 

This means no more long wait times on the phone or the risk of someone mixing up the reservation time or booking the wrong number of seats.

5. Calculating overheads

Calculating overheads is a struggle for any small business. Costs for essentials like gas and electricity, equipment and supplies can quickly mount up and eat into a pub’s profit margins.

Some landlords and ladies are using AI to tackle the problem. One example is The Farmer’s Dog. The Cotswolds-based pub was launched by TV presenter Jeremy Clarkson, and first opened its doors last year.

There’s a word of caution here for small pubs. Clarkson admitted he had tried to use AI to design a price strategy for his pub lunches. However, the response clearly left something to be desired, as the ex-Top Gear presenter reported struggling profits just one month in.

AI chatbots might be able to provide support for pubs and restaurants, but you can’t solely rely on ChatGPT to take care of something as important as financial planning. 

When calculating a profit and loss statement, it’s important to use AI software in conjunction with human experts, such as a business accountant. 

Hospitality is hungry for AI

With these cases in mind, it isn’t surprising that many hospitality businesses have a strong appetite for AI. After all, a study by Photoroom found that 29% of hospitality workers believe AI can improve their business, while 18% of owners admitted that their business would perform better if they knew how to use AI properly.

Matthieu Rouif, CEO and co-founder of Photoroom, comments: “AI, when used responsibly, is a powerful tool that can unlock new potential – helping businesses create authentic, engaging content without the need for expensive resources.”