Surajit Ghosh

Have you really embedded agentic AI within your systems?

There's a very mixed feedback.

Some say yes, some say no.

I think the potential of agentic AI, when we look at these tasks we do day to day,

Let me give some example, invoice management, or transactional finance, or very repetitive tasks.

If you can really automate, augment those things with Agentech AI, I think it's going to be a game changer.

If you free up 30% of our time just by embedding these things, then I can really think big.

Everyone can think big.

What's next?

Then the creativity comes in.

Otherwise, all day you are stuck with the repetitive tasks.

So I think that's what I'm really looking forward to.

And this is very short term, within the next few years.

Let's read.

For people hearing the phrase for the first time, what is the real example that shows Heineken being the best connected brewer?

Basically, we're asking for a proof point.

Are we really becoming the best connected brewer?

When we look at our markets,

Heineken, Mexico is a very good example.

Across our value chain, if you work backwards from consumers, customers, and so on, we have advertising optimization for consumers.