Malcolm Gladwell

Was that your title?

Correct.

The title changed, but yes, I was the global leader at Heineken.

But it's also, if I might play devil's advocate for a moment, you're also taking a risk going into an established, how long has Heineken been around?

162 years to be specific, 1864.

It's a very different proposition walking into a 160-year-old company and saying, I want to bring the future to the way you operate than it is with a startup.

So you have that process going on all around the world and across multiple brands.

Multiple brands, multiple countries, multiple operating companies.

Yeah.

From your perspective as someone who is the chief AI officer, what are the tasks in front of you?

What's your opportunity there?

Give me a specific example of a problem you set out to solve or address.

What did the AI tell you about the accuracy of those spending decisions in the past?

So you say, oh, we...

We can do a way better job if we spend X more or X less in this particular area.

Give me another example of a funnel.

In that instance, it requires not just building a model that can be smarter about how people should spend their time and what they should say, but you have to obviously educate your sales force to believe in what...

Tell me about that piece.

Is that a piece that you're a part of or is someone else?

Yeah.