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The Heineken Company has announced the launch of its 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 lead the development of various systems that will autonomously solve complex problems, from marketing content creation to financial reporting and customer support.

Heineken’s approach aims to combine human expertise with AI capabilities to ensure its practices are responsible while creating standardised solutions for global implementation.

Kenneth Choo, managing director APAC at Heineken, said: "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.”

The lab is uniquely established as part of an ongoing partnership 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, which will integrate Heineken's Digital and Technology specialists with talent recruited from AI Singapore.

Choo continued: “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.”

Lawrence Liew, director of AI Innovation at AI Singapore, said: "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.”