Heineken opens generative AI lab to enhance digital transformation

The HEINEKEN Company launched its first global generative AI lab to drive digital innovation across the beer giant’s business operations.

Established in collaboration with AI Singapore, the initiative aims to transform how generative AI enhances growth, productivity and customer engagement as HEINEKEN seeks to become the world’s “best-connected” brewer.

The lab will lead the development of advanced, scalable generative AI solutions across critical business areas, including sophisticated agentic systems that can autonomously solve complex problems.

By the end of 2025, the lab aims to assemble a highly specialized full-time team of experts that will integrate HEINEKEN’s digital and technology specialists with talent recruited from AI Singapore. 

A significant milestone in HEINEKEN’s digital transformation journey

HEINEKEN plans to use generative AI to enhance diverse business functions – from automated marketing content creation to intelligent financial reporting and next-generation customer support and knowledge management systems, according to a press release. The firm’s approach combines human expertise with AI capabilities to ensure practices are responsible while creating standardized solutions for global implementation, it added.

“The establishment of the Global GenAI Lab marks a significant milestone in HEINEKEN’s digital transformation journey, highlighting our strategic focus on advanced generative AI technologies as essential drivers for growth, efficiency and innovation,” said Ronald den Elzen, chief digital and technology officer at HEINEKEN. 

The generative AI lab will serve as a global center of expertise, driving AI innovation at a local level while enhancing operations on a global scale, according to Kenneth Choo, managing director, APAC, HEINEKEN.

“By taking this significant step, HEINEKEN is strategically positioning ourselves for a resilient and thriving future, reaffirming our commitment to Singapore and the Asia Pacific region. By harnessing Singapore’s exceptional AI ecosystem, skilled talent and supportive government policies, we are excited to drive the development of innovative solutions that will transform the beverage industry for years to come.”

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Singapore welcomes generative AI innovation

Singapore welcomes the opening of HEINEKEN’s generative AI lab, which capitalizes on the island state’s position as a talent and innovation hub for companies to pioneer AI solutions, said Chan Ih-Ming, EVP of the Singapore Economic Development Board (EDB). “This initiative will allow HEINEKEN to unlock new business value from Singapore, while concurrently serving as a valuable platform to level up on AI talent and capabilities.”

HEINEKEN has become the first organization to work with AI Singapore in building an AI lab and center of expertise for AI innovation. “By combining HEINEKEN’s industry expertise with AI Singapore’s cutting-edge AI capabilities and talent, we are creating a powerful model for how private and public sector collaboration can drive innovative solutions with real-world impact,” commented Laurence Liew, director, AI innovation at AI Singapore.

HEINKEN builds on its strong AI success

The new initiative builds on HEINEKEN’s track record of successful AI and generative AI implementations. The company recently revealed how it is using a multi-faceted AI strategy to transform operations and support growth..

For example, Artificial Intelligence Data-Driven Advisor (AIDDA) predicts the best actions to take with customers, accelerating the transformation of sales representatives into true business advisors. Likewise, MERCURY – an AI product that optimizes the impact of marketing spend – is delivering incremental gross profit across three markets, while Promo Advisor – an AI product suite for revenue management that enables planning, simulation and optimization of targeted promotions – is boosting sales and return on investment (ROI).

Generative AI pilots have delivered promising results too. Hoppy – a generative AI chatbot –navigates global standards and ways of working and processes, boosting productivity within finance teams. Furthermore, the firm’s Knowledge and Insights Management platform (KIM) revolutionizes how marketing teams access consumer and market insights.

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