Heineken launches first global GenAI lab in SG

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The Heineken Company has launched its first global generative AI (GenAI) lab in Singapore.

The initiative aims to transform how GenAI enhances growth, productivity and customer engagement across the company’s global operations.

Established in collaboration with AI Singapore, the Heineken GenAI lab marks a significant milestone in the company's journey to becoming the world’s best-connected brewer, according to a statement seen by MARKETING-INTERACTIVE.

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The lab will lead the development of advanced scalable GenAI solutions across critical business areas, including agentic systems that can autonomously solve problems, from automated marketing content creation to intelligent financial reporting and next-generation customer support and knowledge management systems.

Heineken's approach aims to combine human expertise with AI capabilities to ensure practices are responsible while creating standardised solutions for global implementation.

Additionally, Heineken's collaboration with AI Singapore aims to foster continuous knowledge transfer and talent sharing. By the end of 2025, the lab aims to assemble a highly specialised full-time team of experts.

The team will integrate Heineken's digital and technology specialists with talent recruited from AI Singapore. Additionally, the core team will have access to AI Singapore’s talent pool, enabling them to connect with top AI professionals and leverage innovative approaches in the field.

Ronald den Elzen, chief digital and technology officer at Heineken said the company aims to be the world’s best-connected brewer. He added that GenAI will play an increasingly important role in understanding consumer needs, enhancing customer engagement, and improving productivity throughout the company.

"The establishment of the global GenAI lab marks a significant milestone in Heinken's digital transformation journey, highlighting our strategic focus on advanced Gen AI technologies as essential drivers for growth, efficiency, and innovation," he said.

In tandem, Kenneth Choo, managing director at Heineken said, "We are pleased to announce our global GenAI lab in partnership with AI Singapore. This lab will serve as a global centre of expertise, driving AI innovation at a local level while enhancing our operations on a global scale."

"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," he added.

Laurence Liew, director of AI Innovation, AI Singapore said, "We are excited to partner with HEINEKEN on this long-term strategic collaboration, marking them as the first organisation to work with AI Singapore in building an AI lab and centre of expertise for AI innovation. By combining Heineken's industry expertise with our cutting-edge AI capabilities and talent, we are creating a powerful model for how businesses and research institutions can collaborate to create solutions with real-world impact."

According to Heineken, the lab builds on the company's proven track record of successful GenAI implementations, including its financial insights platform that provides access to financial data, and its KIM (knowledge and insight management) solution, which reinvents how Heineken's marketing teams access consumer and market insights.

In the 2025 budget, presented in parliament in February, prime minister and finance minister Lawrence Wong highlighted the importance of keeping up with the evolution of AI. As such, Wong introduced new funding and programmes for companies to adopt AI and upskill its workforce.

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