Every autumn, Munich becomes the center of global festivity with the Oktoberfest, the world’s largest public festival, attracting over 6 million visitors from around the globe. For 16 days, the Bavarian capital transforms into a celebration of traditional beer culture, regional cuisine, carnival rides, and folklore. First held in 1810, the event has grown into a massive cultural phenomenon with both historical significance and modern-day relevance.
In 2025, a new digital companion is joining the festivities: an AI-powered chatbot, designed not just to inform, but also to listen.
As the "Münchener Oktoberfest" officially kicked off last Saturday with the traditional cry of "O’zapft is!" ("It’s tapped"), a smart assistant also went live: the BreznBot, a 24/7 AI-powered chatbot developed jointly by the broadcaster Bayerischer Rundfunk (BR) and the digital agengy Ippen Digital to answer questions about the Bavarian Beer Festival 2025 in Munich.
This innovative multilingual chatbot is part of the collaborative initiative "AI for Media Network", which aims to explore the role of AI in media and event communication. The goal? To test how artificial intelligence can enhance user engagement and provide real-time access to curated, reliable information — even during large-scale live events like the 190th Oktoberfest.
How the "BreznBot" Works
Since September 8, 2025, the BreznBot has been answering visitor queries related to Oktoberfest. Accessible via BR24.de, br.de, merkur.de, and tz.de, the chatbot delivers informative, conversational responses to frequently asked questions such as:
- "What’s new at this year’s Wiesn?"
- "Which new rides can I check out?"
- "What should I avoid doing inside the beer tents?"
The answers are based on trusted editorial content from the German news outlets BR, tz, Merkur, and the official Oktoberfest website (oktoberfest.de). All sources are clearly referenced and linked directly within the chat interface.
Uniquely, the BreznBot also takes an active interest in users' personal stories. It encourages visitors to share their most memorable Oktoberfest experiences, which — with permission — can be forwarded directly to editorial teams at BR and Ippen Digital.
This feature not only enhances user engagement but also creates a feedback loop that media teams can use for content inspiration, research, and reporting. In essence, the chatbot becomes a two-way communication tool between the public and media professionals.
Launched as a beta version, the BreznBot represents a broader experiment in how media organizations can jointly create, distribute, and personalize content using artificial intelligence. It’s a milestone project for the AI + Automation Lab at BR, with the aim to make journalism more interactive, responsive, and user-centric — particularly in the context of large-scale live events.
According to its creators, the BreznBot is multilingual — a critical feature for an international festival. The chatbot is available on both desktop and mobile platforms, making it a flexible tool for attendees on-the-go.
The BreznBot chatbot is accessible via the BR website: BreznBot
Editor’s Note: The Meaning of "Brezn" and the International Significance of "Oktoberfest"
"Brezn" refers to a traditional salty Bavarian pretzel, a popular snack commonly found at the Oktoberfest. It’s made from dough that is twisted into a knot shape, then boiled in a baking soda solution and sprinkled with coarse salt, giving it a distinctive taste and texture.
The "Münchener Oktoberfest" is also known internationally as the Bavarian Beer Festival, highlighting its primary focus on Bavarian culture, beer, and traditional festivities. It draws millions of visitors from around the world each year to experience its unique atmosphere and iconic beer tents.
Cover Image: AI at Oktoberfest 2025 in Munich – The AI-powered chatbot BreznBot displayed on a smartphone screen. (Credit: BR / Julia Knoblauch; Collage: Wolfgang Zehentmeier)
Related Topics:
Oktoberfest 2025, Bavarian Beer Festival, Munich, Smart Assistants, BreznBot, AI Chatbot, Event Technology, Digital Guest Services, Media Innovation, User-Generated Content, Wiesn Stories, BR, Bayerischer Rundfunk, Ippen Digital, Event Trends, AI for Media Network, Large-Scale Event Tech, Festival Chatbots
Summary:
With the AI Chatbot "BreznBot", the 190th Oktoberfest (Bavarian Beer Festival 2025, Munich, Germany) becomes not only a celebration of Bavarian tradition but also a case study in digital innovation. The BreznBot from BR and Ippen Digital answers questions about the Munich Oktoberfest 2025 and also asks questions itself. This AI-powered tool aims to test and expand the use of artificial intelligence in the field of events and media.
Please note: This text was translated from the German EventMasterBook.de Event Magazine (see article: Ein Chatbot zum Oktoberfest – Der BR BreznBot beantwortet Fragen). Please excuse any translation errors.
