HEINEKEN debuts Global GenAI Lab in Singapore

The initiative is a collaboration with AI Singapore.

HEINEKEN launched its first Global Generative AI (GenAI) Lab in Singapore in collaboration with AI Singapore.

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

The Lab will develop scalable GenAI solutions, including autonomous agentic systems for marketing, financial reporting, and customer support.

By the end of 2025, the Lab aims to assemble a full-time team of experts who will integrate HEINEKEN's Digital and Technology specialists with talent recruited from 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,” Kenneth Choo, managing director for APAC at HEINEKEN said.