LION & OpenAI deploy ChatGPT Enterprise across business
OpenAI and LION have agreed a collaboration to deploy artificial intelligence across LION's business in Australia and New Zealand.
LION has started rolling out ChatGPT Enterprise to more than 2,500 employees as part of a broader push to use AI in manufacturing, supply chain, retail, marketing and corporate functions.
The drinks group, whose brands include XXXX and Speight's, is using the technology in day-to-day workflows and in areas such as demand forecasting, inventory management and analysis of historical brand data. It is also examining applications in brewing, production and field sales support.
The deal puts one of the region's best-known consumer goods companies among a growing list of large employers in Australia and New Zealand adopting generative AI tools beyond trial projects. According to OpenAI, the LION partnership is its first fast-moving consumer goods deal in Australia and New Zealand.
Operational focus
A central use case is demand forecasting across beer, ready-to-drink products, wine and spirits. LION is using more than 500 variables to improve predictions as weather shifts and other market changes alter demand.
LION has also used OpenAI's tools to optimise parts of its legacy production code, in some cases by more than 99%. In addition, it is exploring Codex, OpenAI's coding product, as part of efforts to improve software development and other internal processes.
According to the companies, the rollout has backing from senior management and human resources teams. That support is intended to encourage staff adoption and embed the tools into routine work, rather than leave them as specialist systems used by a limited number of technical teams.
For LION, the move reflects a wider shift in how consumer goods groups are approaching AI. Manufacturers and retailers have been testing the technology in forecasting, logistics, marketing analysis and internal productivity, but broad deployments across multiple business units remain at an earlier stage in many large organisations.
Robb Simpson, Executive General Manager - Digital & Technology at LION, outlined the company's rationale for the project.
"At LION, we've always believed in evolving with our consumers and embracing innovation. This collaboration with OpenAI is about equipping our people with the tools and capabilities to work smarter, move faster, and continue delivering great products and experiences for our customers.
"We're constantly balancing supply and demand in a category where conditions can change overnight. Something as simple as an unexpected spike in temperature can drive a surge in demand for beer and spirits, putting pressure on our supply chain and our customers. That's why we see significant opportunity in using tools like ChatGPT Enterprise to improve our demand forecasting and ensure we can respond more quickly and accurately in real time," Simpson said.
Wider adoption
OpenAI said enterprise use of ChatGPT is rising across Australia and New Zealand, with large companies including Commonwealth Bank, Coles, Air New Zealand, Wesfarmers, Fortescue and Virgin Australia deploying the technology in functions ranging from engineering and operations to customer-facing work.
That broader uptake provides context for LION's decision to move from isolated experiments to a company-wide programme. In sectors with complex supply chains and large workforces, vendors have been seeking reference customers that show how AI products can be integrated into existing systems and operating models.
Satya Tammareddy, Head of Go-To-Market for Australia & New Zealand at OpenAI, said LION's approach could serve as an example for other established businesses.
"LION is demonstrating a thoughtful, ambitious approach to AI adoption, embedding it across the organisation to unlock real value. This collaboration reflects the growing opportunity for established industries to use AI not just to optimise operations, but to fundamentally rethink how they grow, innovate, and compete," Tammareddy said.