I
25
Simplifying and automating
our end-to-end business
Unlocking the value of data
Introduction
Brewing
Analytics
Control room
Sustainability
Review
Other
Information
Financial
Statements
Report
of the
Supervisory
Board
Report
of the
Executive
Board
In 2023 we have made significant progress on our
data agenda. 60 of our operating companies are now
connected to our Global Data Enablement Platform.
This data is used more and more for AI products that
drive value for HEINEKEN.
AI Data Driven Advisor (AIDDA) is an AI product that
augments our sales organisation to help customers
grow. This product has been rolled out to sales
representatives, helping them predict the next best
activity to implement with our customers. This is now
live with over over 200,000 HEINEKEN customers in
five markets. AIDDA delivers both increased top line as
well as sales productivity. Product Recommender is an
AI product (within the AIDDA Product Suite) that
recommends the right product to the right customer
at the right time on our B2B platform.
Additional AI products we focused on in 2023 are
Mercury and Promo Advisor. Mercury was built for
commercial mix optimisation. It measures, simulates
and predicts impact of investments in different brands
across different touchpoints (e.g. TV, sponsorships,
online) and different regions to maximise the impact
of gross margin. Promo Advisor focuses on measuring,
simulating and predicting the impact of promotions
and discounts, and analyses the uplift and profit
impact for both HEINEKEN and our customers.
This year we also made the first steps in introducing
Generative AI for chatbots, reporting and document
summarisation markets. For example, we are utilising
virtual assistants for consumer and customer care,
natural language input and output for business
intelligence and document and policy summarisation.
Within HEINEKEN we are making big steps to
harmonise and simplify our end-to-end processes.
This leads to more efficiency, higher Net Promoter
Score (NPS) of our customers, and enables new
shared- service opportunities.
In Supply Chain, we continued with our Connected
Brewery programme to retrofit our breweries with our
future-fit digital eco-system. We have now 85
breweries and over 4,100 machines connected to our
Internet of Things (IoT) platform. 180 billion data
points are streaming into our data cloud, that we use
to measure and optimise Supply Chain performance.
In 2023 we made significant progress in building a
scalable Machine Learning and AI capability to train
models to optimise specific brewery processes and
reducing consumption of energy and water.
At the same time, more than 20,000 brewery
operators are empowered through Connected Worker
Apps to support them in faster problem solving,
scanning QR codes for work instructions and using
Augmented Reality to receive ‘remote support’ from
colleagues around the globe when problems with
equipment occur.
Robotic Process Automation is used to automate
repetitive tasks and free up time for value added
activities. In 2023 alone 200,000 hours were
saved by automating mainly finance, IT and
commerce processes bringing the cumulative
hours saved to over 400,000,. We now learn fast
and replicate at scale.
Heineken
N.V.
Annual
Report
2023
Utilities
Packaging
Infrastructure
fiitnMi
tilt*
Connected
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