Surajit Ghosh

When we apply AI in a corporate setting like this, it's super important to understand how the business actually works.

What's the value chain looking like?

What are the nuances?

And once you get an understanding, it took me some time, by the way, to understand the full business and the complexities.

But once you cross that threshold, you figure out what's feasible, what's not.

And then it opens up.

Wait a minute, within the value chain, I see 10 areas I can optimize.

You say, once you understand the business, describe the business.

What is the Heineken puzzle?

So, well, puzzle, let's see if it's puzzle after I explain.

It's actually, you start with the procurement where you get the glasses, cans, and all the raw materials.

Then it comes to the brewery where the magic happens.

That's where the Heineken beer is produced.

Then it goes to the distributors.

Basically, supply chain takes over.

Then it goes to the customers.

And what we refer to as customers are the bars, restaurants, retail stores, mom and pop stores, convenience stores.

And that's where actually consumers then come and actually consume the product.

So that's actually the value chain.

It's actually pretty linear when you think of it, but there are nuances.