🎧 Listen today across all your favorite podcast platforms → https://ibm.biz/~Q71C5aeCK How does a 162‑year‑old company reinvent itself with AI? In the Season 7 premiere of Smart Talks with IBM, Malcolm Gladwell sits down with Surajeet Ghosh, Chief AI Officer at HEINEKEN, live at SXSW. Together, they explore how one of the world’s pioneering brewers is using data and AI to transform marketing, supply chains, sales and decision‑making—all in pursuit of becoming the world’s best‑connected brewer. From optimizing advertising spend to empowering sales teams with smarter tools, this conversation reveals what it really takes to modernize a global legacy business from the inside out. 00:00 – How HEINEKEN Is Using AI to Reinvent a 160-Year-Old Company 01:00 – What Is a Chief AI Officer and How Do You Become One? 04:48 – Why Surajeet Left Amazon to Join HEINEKEN 06:49 – Understanding HEINEKEN's Business Before Building AI Into It 08:10 – How AI Is Optimizing HEINEKEN's Advertising Spend 10:02 – How AI Is Making HEINEKEN's Sales Force More Effective 13:59 – Why Getting People to Trust AI Matters as Much as Building It 17:06 – What Is a Digital Core and Why Does HEINEKEN Need One? 20:28 – The Role of Change Management in an AI Transformation 22:43 – How IBM and HEINEKEN Have Built a Long-Term Tech Partnership 29:44 – How HEINEKEN Measures the Business Impact of AI 33:52 – Where AI Still Has the Most Untapped Potential at HEINEKEN 36:25 – Advice for the Next Generation: Skills That Matter in an AI-Driven World 39:41 – Agentic AI and What's Next for HEINEKEN's Transformation #ibm #heineken #airevolution #aibusiness

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