Surajit Ghosh

So at an aggregate level, they give you a sense of, also with agentic AI, which is also you hear a lot about,

to get a sense of how consumers might react to certain campaign or certain product.

And that should give us quite a bit of insights that right now we don't have access to.

I think that's one of the areas we could really do a lot more.

I think one area will be how we make our lives as employees of Heineken a lot easier.

So the repetitive, boring tasks, manual tasks, can we automate those things and just use the time to do something more creative and think big about the business itself?

That would be one area, mostly on the productivity side.

But the other area would be indeed

When we look at Gen Z, and this is fact, I'm not saying something my own opinion, there's a distinct trend of alcohol as a beverage, the consumption is on a decline.

So then what's the next best thing for the new generation consumers?

What will resonate?

Those are the pockets we need to find.

And I think that's where we will transition very quickly over the next five years.

And if you get there, I think that will be a big success.

Definitely, that's the ambition.

That's what we're trying to do.

That's what we are really trying to get this consumer insights.

I think that's the last mile.

That's the one part that is left.

Thank you for your questions, yeah.