While I appreciate you calling out AI content, it is helpful to substantiate how you concluded that it is AI generated to prevent people thinking these claims are all false positives. Nothing in the image seemed uncanny to me (apart from whatever physics would be required to make the suit itself). Several different online AI image detectors all claimed this image was real. Reverse image searches led to only recent social media posts with no further details. I did find two sources (of dubious credibility) that claim it to be AI generated

Source 1: https://x.com/i/trending/1987710874111398067

Source 2: https://malwaretips.com/blogs/beer-jacket-viral-trend/

Despite the apparent lack of any AI generated image traits (as far as the detectors and me can tell), since there is apparently no further details and all of the information is new and “viral”, I would think this is AI generated. It would also make sense as an awareness marketing scheme for the beer brand on the front of the coat.

What characteristics stuck out to you?

Edit: Based on the above information and things other commenters said, I think the simplest solution is that the beer’s marketing campaign started with a real photo of a guy in a clear puffy jacket and then used AI and/or photoshop to edit the image to fill the jacket with beer and to put a logo and straw on it. I’ve seen no criticisms of anything separate from the jacket, so the environment, lighting, camera focus, and guy’s face seem canny enough to be real. I guess there are two points at hand:

1. Is it real? No.

2. Is it AI-generated specifically? Undetermined. There are loads of memes that are photoshopped which we don’t take issue with. It’s specifically the images which are deceptive about their plausibility that are the problem.