Heineken launches first global AI lab

By: Trademagazin editor Date: 2025. 03. 25. 09:06

Heineken has revealed the launch of the first global generative artificial intelligence (GenAI) lab which is set to be based in Singapore.

The move, which came about via a partnership that the Dutch brewer has made with AI Singapore has been created in a bid for the beer business to boost growth, productivity and customer engagement across its operations worldwide, The Drinks Business reported.

Speaking about the launch, Heineken’s Asia-Pacific managing director Kenneth Choo explained that the lab serves as a “global centre of expertise” to not only to enhance and grow AI innovation in Singapore and across Asia, but also to have a halo effect upon all global operations for the brewing giant.

Choo explained: “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.”

According to Heineken, the lab will also lead the development of scalable GenAI solutions across several areas including systems that can then autonomously solve complex problems – such as creating automated marketing content and more in depth and intuitive financial reporting.

Describing the new partnership, AI Singapore’s AI Innovation director Laurence Liew explained: “By combining Heineken’s industry expertise with our 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.”

The goal is for, by the end of 2025, for the two businesses to have worked together to untimately assemble a team between the two companies that can then set about learning some of the most innovative approaches in AI to assist in moving the beer producer forwards in what can be accomplished.

Speaking about the union, the Economic Development Board (EDB) highlighted how the collaborative venture between the two companies was a positive step.

Praising the partnership, EDB executive vice-president Chan Ih-Ming added: “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.”