Heineken launches Global GenAI Lab in Singapore as it ramps up digital transformation push

Heineken has announced the launch of its first Global Generative AI (GenAI) Lab in Singapore.

Ronald den Elzen, Chief Digital and Technology Officer at Heineken, says: "We aim 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 our digital transformation journey, highlighting our strategic focus on advanced GenAI technologies as essential drivers for growth, efficiency, and innovation.”

Kenneth Choo, Managing Director, APAC, says: “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, we are 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."

The Lab will lead the development of scalable GenAI solutions across critical business areas, including 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.

By the end of 2025, the aim is to assemble a specialised full-time team. They will integrate with Heineken’s Digital and Technology specialists with talent recruited from AI Singapore.

Laurence Liew, Director, AI Innovation, AI Singapore, says: “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 AI Singapore’s 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.”

Chan Ih-Ming, Executive Vice President, EDB, comments: "Singapore welcomes the opening of the 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."

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 3rd July.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 23rd May: Award entry deadline 

Tuesday, 27th May: 2025 finalists revealed

Wednesday, 28th May - Friday, 13th June: Judging days

Thursday, 3rd July: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.