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Established in collaboration with AI Singapore, the Lab will develop scalable GenAI solutions to drive business value and accelerate HEINEKEN’s digital transformation journey
(Photo credit: HEINEKEN)
The HEINEKEN Company today 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 company’s global operations. Established in collaboration with AI Singapore, the HEINEKEN GenAI Lab marks a significant milestone in HEINEKEN’s journey to becoming the world’s best-connected brewer.
“HEINEKEN aims to be the world’s 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 HEINEKEN’s digital transformation journey, highlighting our strategic focus on advanced Gen AI 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 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.”
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 problems—from automated marketing content creation to intelligent financial reporting and next-generation customer support and knowledge management systems. HEINEKEN’s 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 HEINEKEN's Digital and Technology specialists with talent recruited from AI Singapore. Additionally, this core team will have access to AI Singapore’s 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 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.”
Laurence Liew
Director
AI Innovation, AI Singapore
“Singapore welcomes the opening of HEINEKEN’s Global GenAI Lab, which capitalises on Singapore’s 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 HEINEKEN’s commitment to GenAI-powered innovation and set the stage for the Lab's ambitious research agenda.
