Heineken.
001
Introduction
Client
Heineken.
Industry
FMCG
Marketing Discipline
Artificial Intelligence (AI)
Helping Heineken transform access to marketing resources through AI.
Heineken has embraced digital transformation as part of its approach to business growth, using cloud services and digital platforms across its operations. As part of this continued focus on innovation, Heineken partnered with Pimento member Vidatec to develop an intelligent solution that would make its extensive library of marketing and sales resources easier for customers and partners to access.
001
Introduction
Client
Heineken.
Industry
FMCG
Marketing Discipline
Artificial Intelligence (AI)
Helping Heineken transform access to marketing resources through AI.
Heineken has embraced digital transformation as part of its approach to business growth, using cloud services and digital platforms across its operations. As part of this continued focus on innovation, Heineken partnered with Pimento member Vidatec to develop an intelligent solution that would make its extensive library of marketing and sales resources easier for customers and partners to access.
002
Challenges
How do you make thousands of marketing and sales documents instantly accessible?
Heineken’s existing portal contained thousands of documents for its customer and partner network. Finding the right information manually was becoming inefficient, creating a need for a more intelligent and user-friendly way to navigate the available resources.
The solution needed to understand users’ questions, identify the most relevant resources and direct them not simply to the correct document, but to the specific information they required.
002
Challenges
How do you make thousands of marketing and sales documents instantly accessible?
Heineken’s existing portal contained thousands of documents for its customer and partner network. Finding the right information manually was becoming inefficient, creating a need for a more intelligent and user-friendly way to navigate the available resources.
The solution needed to understand users’ questions, identify the most relevant resources and direct them not simply to the correct document, but to the specific information they required.
003
Approach
Using AI to turn a vast document library into an intelligent search experience.
After assessing Heineken’s requirements and technical landscape, Vidatec identified an AI-powered chatbot as the most appropriate solution. The team evaluated several AI models before selecting ChatGPT-3.5 for its balance of functionality, performance and cost-efficiency.
Working closely with Heineken, Vidatec defined the chatbot’s core search parameters. It was designed to index content across thousands of documents, understand the context behind natural-language queries and match users with the most relevant resources, including directing them to specific sections within documents.
The result allowed users to ask questions directly rather than manually searching through large volumes of material, providing faster access to relevant and up-to-date marketing and sales information.
003
Approach
Using AI to turn a vast document library into an intelligent search experience.
After assessing Heineken’s requirements and technical landscape, Vidatec identified an AI-powered chatbot as the most appropriate solution. The team evaluated several AI models before selecting ChatGPT-3.5 for its balance of functionality, performance and cost-efficiency.
Working closely with Heineken, Vidatec defined the chatbot’s core search parameters. It was designed to index content across thousands of documents, understand the context behind natural-language queries and match users with the most relevant resources, including directing them to specific sections within documents.
The result allowed users to ask questions directly rather than manually searching through large volumes of material, providing faster access to relevant and up-to-date marketing and sales information.
004
Results
From one AI chatbot to a network of five interconnected bots.
Following the performance of the initial chatbot, Heineken asked Vidatec to replicate and adapt the technology across additional web portals and resource platforms, including training and ongoing management.
What began as a single chatbot has since developed into a network of five interconnected bots, supporting Heineken E-Business COE and GCU (Global Commerce University), including Heineken Way of RMG (Revenue, Margin, Growth), Heineken Way of Sales, Heineken Way of Brand Building and Heineken Way of Innovation.
Feedback from the Heineken team highlighted the chatbot’s ability to continually incorporate new documents and quickly surface specific information when required:
“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.”
004
Results
From one AI chatbot to a network of five interconnected bots.
Following the performance of the initial chatbot, Heineken asked Vidatec to replicate and adapt the technology across additional web portals and resource platforms, including training and ongoing management.
What began as a single chatbot has since developed into a network of five interconnected bots, supporting Heineken E-Business COE and GCU (Global Commerce University), including Heineken Way of RMG (Revenue, Margin, Growth), Heineken Way of Sales, Heineken Way of Brand Building and Heineken Way of Innovation.
Feedback from the Heineken team highlighted the chatbot’s ability to continually incorporate new documents and quickly surface specific information when required:
“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.”
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Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Chesterfield, Coventry, Edinburgh, Glasgow, Huddersfield, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Newcastle-upon-Tyne, Northampton, Norwich, Nottingham, Oxford, Peterborough, Preston, Sheffield, Shrewsbury, Southampton, Swindon, Warwick and other UK locations.
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