200-year-old pub slammed over using AI for sign

By Charlie Fenton

A 200-year-old pub has been accused of betraying its historic roots after a $3.25 million makeover — by using AI to create its hanging sign.

The Spinners Rest in Ancoats, Manchester city center, underwent a $3.25 million transformation after it was acquired by family-run brewery Joseph Holt.

Yet eagle-eyed revellers have noticed something off with its sign — which depicts a brown-haired Victorian woman working inside a cotton mill — claiming it has been made using artificial intelligence.

In a controversial social media post — which caused the uproar — showing an image of the artwork, the watering hole said the sign "pays tribute to the mill workers who once lived and worked in the area."

Joseph Holt has declined to comment on whether AI was used but said they are "proud" of it.

One local reveller commented: "Super excited for this place to open but it's really disappointing to see what looks like AI being used for this!

"You're in Ancoats surrounded by many insanely talented creative people who could have brought this to life in a much more authentic way.

"Using AI is absolutely not paying tribute to the history of the area. Do better."

Another said: "How can AI artwork possibly be a tribute to anyone's work?"

One other said: "Spent $2.6 million and no money left for artwork and signage by a local artist in one of the most creative parts of the city? Embarrassing".

Another punter said: "AI. Yuk. Really devalues your brand."

One local said: "This looks like awful AI, this will put people off going for sure."

Another said: "Please please please do not use AI."

Another reveller said: "We are sick of slop."

One other local said: "Good businesses don't use AI."

Another said: "An artist would have loved to do this work! No one likes AI, it reduces the brand sadly."

The pub opened on Monday, June 29, following a huge revamp which reportedly cost $3.25 million.

Ancoats is regarded as a creative and cultural district in the city area.

It was previously a much-loved Irish joint called The Shamrock which dated back to 1808.

But it was closed in 2018 after the previous landlord Gerry Ellis claimed the owners refused to sell it to him after previously agreeing to.

Joseph Holt then took over the 200-year-old pub in 2019 and undertook extensive renovations.

Seven years later and the sign now hangs proudly outside the bar.

A spokesperson for the Inn Sign Society (ISS) — which celebrates traditional pub signs — expressed concern over the new design.

They said: "Whilst we would always prefer to see original hand painted pictorial pub signs, we do recognise that as technology has advanced, this can impact how signs are produced.

"Ultimately we still favour a pictorial sign than no sign at all or one simply stating the pub name and that 'fine dining' (or whatever the Marketing Department are seeking to promote) is available."

And now locals in the area have voiced their opinions on the contentious sign.

Andrew Firth, 29, who was sitting outside drinking a pint, said: "It does look like a normal sign, I had no idea it was AI.

"But I think if you walked past it enough times you would notice."

Tony Jones, 63, said: "I have heard all about it being supposedly AI.

"I looked twice and thought otherwise.

"At the end of the day I don't think it is really that important, there are more important things going on in the world."

A young man, 23, who didn't want to be named, said: "When looking at other pub signs, you can kind of tell this one doesn't quite look the same.

"It is a shame a local artist couldn't have done the work for them if it is AI."

Mark Norbury, operations director at Joseph Holt, told the Manchester Evening News the brewery is aware of the backlash — but that it is "quite proud" of the image.

He said: "We use a contractor for our signage. We’re speaking to them about it.

"I’m not an expert on AI or the technology, but it does look like a traditional pub sign to me and we’re quite proud of it.

"But I can understand some of the comments that have been made and we’re not ignoring them.

"We’re speaking to our contractor and they’ll come back to us about it."

They also declined to answer if AI was used in the creation of the sign.

Joseph Holt has been approached for further comment.