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Revamping Access to Marketing Resources for a Global Brewer.

Heineken, a global leader in the brewing industry, has consistently embraced digital transformation as a key enabler for business growth. As part of their forward-thinking strategy, Heineken has leveraged cloud services such as AWS and other digital platforms to streamline operations through their ‘connected brewery’ initiative. This programme focusses on digitising supply chains and logistics, enabling the company to better serve its expansive network of customers and partners.

In their pursuit of digital innovation, Heineken partnered with Vidatec, a leading Scottish digital transformation company and Pimento Member agency. Creating intelligent digital solutions across mobile, web, UX/UI & GenAI. With a track record of creating user-centric digital experiences, Vidatec has become a trusted partner for businesses across the globe seeking to leverage technology for growth.

The Challenge

Heineken approached Vidatec with a clear challenge: they needed a solution that would allow their customer and partner network to easily access the right marketing and sales resources from thousands of documents hosted on their existing portal. Navigating such a vast volume of information manually was becoming inefficient, so a more intelligent, user-friendly approach was required.

Vidatec’s team evaluated several potential AI models and tools for the chatbot. A key decision point was selecting between ChatGPT-3.5 and ChatGPT-4. After careful consideration, ChatGPT-3.5 was chosen for its balance of advanced functionality, performance, and cost-efficiency. ChatGPT-3.5 offered sufficient capabilities to meet Heineken’s needs, such as understanding natural language queries, navigating large data sets, and delivering accurate results without the additional computational demands of the latest version.

To ensure the chatbot would serve Heineken’s goals effectively, Vidatec worked closely with their team to define the core search parameters. The chatbot needed to:

– Index and signpost content across thousands of documents.

– Understand the context of user queries and match them with the most relevant resources.

– Not only locate the document but also direct users to the exact section or content relevant to their needs.

Intelligent Search for Document Access

With the chatbot powered by AI, Heineken’s users would no longer have to sift through an overwhelming amount of material. Instead, they could simply type in a query and the chatbot would instantly scan the available resources, identify the most relevant documents and even pinpoint the specific sections containing the needed information.

This solution ensures that Heineken’s partners and customers are always directed to the most appropriate and up-to-date resources, streamlining access to marketing and sales materials, while reducing the time and effort required to locate key information.

Results

Due to the strong performance of the AI chatbot, the Heineken team is eager to build on its success and extend these capabilities across their other web portals and resource platforms. Vidatec has been tasked with replicating and adapting the AI chatbot for these additional platforms, handling everything from training to ongoing management. What began as a single chatbot has now evolved into a network of five interconnected bots, all working together to enhance internal communications and drive efficiency across Heineken’s operations.

The chatbot project now encompasses:

Heineken E-Business COE & GCU (Global Commerce University), which is made up of the following elements:

• Heineken Way of RMG (Revenue, Margin, Growth)
• Heineken Way of Sales
• Heineken Way of Brand Building
• Heineken Way of Innovation

Feedback from Heineken

“The bot constantly scrapes new documents, learns from them and provides answers as soon as new information is available. It’s amazing how quickly it adapts and helps us get the right information when we need it.”

“It’s not just the basics either. I can ask, ‘What are all the experiments we’ve done in Nigeria?’ and it’ll give me a full list. Then, ‘What’s the best experiment we’ve done on revenue return?’ and it quickly provides the top results. In fact, I was at a meeting recently and someone mentioned a specific experiment I hadn’t heard of. I asked the bot to find it and provide the outputs right there in the meeting. It did, and made me look pretty smart in the process.”

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