Fragmented emails, misaligned expectations, and projects that solve the wrong problem — sound familiar? IRIS, developed by the Heineken Gen AI Lab, is redefining how major initiatives get off the ground before a single line of work begins. This explainer video walks you through exactly how IRIS works and why it matters. IRIS is an AI interviewer built specifically for business — no technical jargon, no lengthy back-and-forth, no bureaucratic complexity. Just one focused ten-minute conversation that produces a single, complete project brief ready to move forward. Viewers will discover how IRIS eliminates the "conversation to nowhere" problem that plagues large organizations. Instead of weeks of circular email threads and misaligned stakeholder expectations, IRIS guides users through a structured dialogue that captures business objectives clearly and translates them into actionable output. It speaks the language of commerce, not code — making it accessible to teams across departments whether in Commerce, R&D, or Supply Chain. Part of the broader Heineken Studio innovation ecosystem, IRIS reflects a commitment to radical collaboration and systematic experimentation. The goal is simple: move faster, align earlier, and stop solving the wrong problem. For any organization dealing with the inefficiencies of traditional briefing processes, IRIS represents a genuinely smarter starting point. This video was created using Ngram, an AI-powered video creation platform.