Surajit Ghosh

And by the way, it's a numeric output, so it gives you a score between minus 100 to plus 100.

And sometimes it's not even tangible.

Let's say we do something for corporate affairs because they want to get external signals of consumer insights and then just glean some information.

Maybe we act on it, maybe we don't.

But this is for a good cause.

Sometimes you just want to study the market.

There's no immediate value if you don't create a product out of it.

Or something to do with legal.

If there's a reputational risk for Heineken, can I extract some insight that will prevent us or create the best briefing or summary or external briefing using AI that will help us protect ourselves?

That's also reputational damage.

Yeah, I think we covered a few things, but one area I think we can do more is really understanding consumer sentiments.

And the reason for that is Heineken is people go to the bars and outlets and you're not really leaving your first hand data there, right?

You're enjoying a beer, then you walk away.

I don't know exactly what you did.

I can get some aggregated data to make some sense out of it.

But if we can really get consumer insights,

as to what the consumers like and dislike, what sort of ad you like, how should I design my Heineken campaign so it resonates with a cluster of individuals?

That would be a little bit of holy grail as the next step, like you were talking about 2.0.

And to get consumer insights, first-party data, it's not super easy.

So what we are trying to do is create digital twins of consumers.