Assaf Ronen

I'm the President of the HelloFresh Group and sit on our management board.

Over the last 6 months we've quietly rebuilt how we operate with AI. Not a pilot. Not a slide in a board deck. Real P&L impact.

Here's what's working, what broke, and what nobody warns you about 🧵

Check out my latest article: Your next customer may never choose your brand linkedin.com/pulse/your-nex… via @LinkedIn

Check out my latest article: Your next customer may never choose your brand.
linkedin.com/pulse/your-nex… via @LinkedIn

Every few weeks someone tries to sell me an expensive "AI transformation."

I say no every time. Our AI adoption keeps accelerating anyway.

Here's what nobody selling "transformation" will tell you 🧵

The moment a customer decides to stay with a food service isn't in the app.

It's at the dinner table.

Here's the problem that actually keeps me up — and why it's an AI problem 🧵