Mahou revoluciona su negocio con la IA

Mahou San Miguel, a leading Spanish brewery, is revolutionizing its business with artificial intelligence (AI). The company aims to transform itself and increase productivity, improve data-driven decision-making, and create new business capabilities through AI integration. Guillermo Arrieta, the Director General of Transformation and Systems at Mahou San Miguel, explains that AI is their superpower for rapid strategic transformation, becoming more prevalent in various business processes.

The company's AI integration spans the entire value chain, from production to sales and marketing. Mahou San Miguel launched a data and AI team in 2019, prioritizing its strategic importance and allocating funds for its development. By the end of 2023, nearly 40% of eligible employees had access to licenses for AI tools like ChatGPT and Copilot, with more than 600 employees actively using AI tools and over 1,000 agents created by employees themselves.

Mahou San Miguel has developed an AI Academy to provide training and education, and a unique conversational AI portal named Blink, which employees can use to find internal solutions through natural language queries. Real-time monitoring of the production process using AI has led to a 15% reduction in production defects. Additionally, a pilot project in logistics orography has achieved 10% efficiency gains in costs, and AI is being used in maintenance to guide operators during production.

The company's AI initiatives have also aided in understanding and retaining hosteler clients. Mahou San Miguel uses AI to detect client churn patterns, providing commercial managers with early alerts to engage customers before they leave. The company plans to continue increasing its AI investment and expects the digital twin technology, applied to marketing, to further amplify the company's professional capabilities rather than replace them.