Me, Myself, and AI
How a 160-Year-Old Startup Uses AI: The Heineken Company’s Ronald den Elzen
Jan 7, 2025
Ronald den Elzen, the Chief Digital and Technology Officer at The Heineken Company, highlights how Heineken, a 160-year-old giant, operates with a startup's agility. He discusses the significance of embracing traditional AI tools like predictive analytics over chasing trends. Den Elzen stresses the importance of a culture that encourages risk-taking and learning from failures for successful AI deployment. He offers insights into navigating the challenges of a diverse global brand and the balance between human interaction and advanced technology in enhancing operational excellence.
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Quick takeaways
- Heineken fosters a startup mentality that encourages agility and innovation, allowing teams to quickly adapt while embracing the lessons learned from mistakes.
- The company effectively balances traditional AI and generative AI, highlighting the significance of foundational analytics in optimizing business processes and decision-making.
Deep dives
Heineken: A 160-Year Startup
Heineken operates with a startup mentality despite being a 160-year-old company, allowing for agility and a strong focus on customer needs across its global markets. This entrepreneurial spirit is rooted in its family-controlled ownership, fostering a culture of quick decision-making and adaptability in over 80 local markets. Each market operates almost like a startup, which presents both advantages and challenges, particularly in balancing local agility with the need for global consistency. While this approach enhances customer engagement, it introduces complexity in harmonizing data definitions and processes across its vast operations.
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