HEINEKEN has unveiled its first Global Generative AI (GenAI) Lab in Singapore, a strategic move aimed at revolutionising growth, productivity, and customer engagement through advanced AI technologies. This initiative, in collaboration with AI Singapore, positions HEINEKEN as a leader in AI-driven innovation within the beverage industry.
The Lab is set to become a global centre of expertise, focusing on developing scalable GenAI solutions across key business areas. These include automated marketing content creation, intelligent financial reporting, and next-generation customer support systems. By integrating human expertise with AI capabilities, HEINEKEN aims to create responsible and standardised solutions for global implementation.
Kenneth Choo, Managing Director, APAC, HEINEKEN, expressed enthusiasm about the collaboration, stating, “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.”
The Lab will foster continuous knowledge transfer and talent sharing between HEINEKEN and AI Singapore. By the end of 2025, it aims to assemble a specialised team of experts, combining HEINEKEN’s Digital and Technology specialists with talent from AI Singapore.
Laurence Liew, Director of AI Innovation at AI Singapore, highlighted the significance of the partnership: “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.”
The establishment of the GenAI Lab underscores HEINEKEN’s commitment to digital transformation and innovation, setting the stage for future advancements in AI technology within the company.
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