HEINEKEN launches Global GenAI Lab in Singapore

Established in collaboration with AI Singapore, the Lab will develop scalable GenAI solutions to drive business value and accelerate HEINEKENs digital transformation journey

Singapore – WEBWIRE – Friday, March 21, 2025

HEINEKEN aims to be the worlds best-connected brewer.

*In the picture, from left to right: Surajeet Ghosh, Chief AI Officer, HEINEKEN; Dr Ralph Ostertag, Director Digital & Technology APAC and Global GenAI Lab, HEINEKEN; Laurence Liew, Director, AI Innovation, AI Singapore; Kenneth Choo, Managing Director, APAC, HEINEKEN; Melissa Guan, Vice President and Head, Consumer, EDB

The HEINEKEN Company announced the launch of its first Global Generative AI (GenAI) Lab in Singapore. This initiative aims to transform how GenAI enhances growth, productivity, and customer engagement across the companys global operations. Established in collaboration with AI Singapore, the HEINEKEN GenAI Lab marks a significant milestone in HEINEKENs journey to becoming the worlds best-connected brewer.

HEINEKEN aims to be the worlds best-connected brewer. 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 HEINEKENs digital transformation journey, highlighting our strategic focus on advanced GenAI technologies as essential drivers for growth, efficiency, and innovation.

Ronald den Elzen, Chief Digital and Technology Officer, HEINEKEN

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 Singapores 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.

Kenneth Choo, Managing Director, APAC, HEINEKEN

The Lab will lead the development of advanced scalable GenAI solutions across critical business areas, including sophisticated agentic systems that can autonomously solve complex problemsfrom automated marketing content creation to intelligent financial reporting and next-generation customer support and knowledge management systems. HEINEKENs approach combines human expertise with AI capabilities to ensure our practices are responsible while creating standardised solutions for global implementation.

The Lab is uniquely established as an ongoing collaboration between HEINEKEN and AI Singapore, fostering continuous knowledge transfer and talent sharing. By the end of 2025, the Lab aims to assemble a highly specialised full-time team of experts. This team will integrate HEINEKENs Digital and Technology specialists with talent recruited from AI Singapore. Additionally, this core team will have access to AI Singapores talent pool, enabling them to connect with top AI professionals and leverage the most innovative approaches in the field.

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 HEINEKENs industry expertise with AI Singapores 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.

Laurence Liew, Director, AI Innovation, AI Singapore

Singapore welcomes the opening of HEINEKENs Global GenAI Lab, which capitalises on Singapores position as a talent and innovation hub for companies to pioneer AI solutions. 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.

Chan Ih-Ming, Executive Vice President, EDB

The HEINEKEN GenAI Lab builds on our proven track record of successful GenAI implementations, including our financial insights platform that provides instant access to a decade of financial data, and our innovative KIM (Knowledge and Insight Management) solution, which revolutionises how our marketing teams access consumer and market insights. These successes demonstrate HEINEKENs commitment to GenAI-powered innovation and set the stage for the Labs ambitious research agenda.

About HEINEKEN

HEINEKEN is the worlds most international brewer. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken brand, the Group has a portfolio of more than 350 international, regional, local and specialty beers and ciders. With HEINEKENs over 85,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brew a Better World”, sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Companys website and follow us on LinkedIn and Instagram.

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