Working thesisExploratory conversation · Agrinesia
A starting hypothesis, open to being wrong.
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SECTION 01Interview presentationThe original working conversation
SECTION 02AI Transformation FrameworkHow Agrinesia could put this into practice
01

01 · Why are we transforming?

Start with the business condition we need to change.

WORKING DEFINITION

AI transformation is a deliberate change in how Agrinesia works, decides, and operates—proven by business value.

WHAT SUCCESS COULD MEAN

EfficiencyDo more with less
ThroughputIncrease useful output
OptimisationUse resources better
GrowthUnlock opportunities
QualityImprove products and service
RiskFewer errors, more control
Decision qualityBetter, faster decisions
Problem framedWork changesBehaviour changesBusiness outcomeRevenue · cost · quality · speed · risk
A question to explore “What does transformation need to achieve here?”
02

02 · What might the scope be?

Enterprise perspective? Business-driven? IT/Data-enabled? Executive-sponsored?

A hypothesis about the conditions that may help—offered for discussion.

Enterprise perspective

See how value and constraints move across functions.

Business-driven

Start with real problems, not places to put AI.

IT / Data-enabled

Architecture, security, integration, and reliable delivery.

Executive-sponsored

Clear boundaries and resolve cross-functional trade-offs when needed.

HOW AGRINESIA CREATES VALUE

BrandsManufacturingDistributionChannelsCustomers
DATA IS FOUNDATIONAL
Digital-firstTrusted dataAI-readyAI-first

Digitise selected workflows and build trusted data around real business needs. Readiness grows alongside useful applications.

The question to discuss

How broad should the ambition be—and where would it be sensible to start?

03

03 · Where are the problems?

Map the company before choosing the opportunity.

Look across functions and the value chain. The most useful starting point may sit between teams.

MarketingDemand · content · campaigns
FinanceControls · reporting · planning
ProductionYield · quality · maintenance
LogisticsInventory · routes · freshness
Sales / RetailOrdering · conversion · service
HRPeople operations · learning
Legal / ComplianceReview · policy · contracts
Customer serviceSupport · self-service
ProcurementSourcing · supplier decisions
IT / DataPlatforms · access · data quality
One problem can move several outcomes.RevenueCostQualitySpeedRisk
A question to explore “Where would you put the biggest red circle?”
04

04 · Problem → solution fit

Diagnose the problem, then combine the interventions it needs.

FIRST GATE · IS TECHNOLOGY EVEN THE ANSWER?If the workflow, incentive, ownership, or SOP is broken, fix the work first.
Problem typeWhat is happening?Possible interventionExample
1Process / policyThe work itself is unclear or brokenProcess redesign / SOPLeave approval
2DeterministicClear rules; predictable outputTraditional softwareApproval rules · data entry
3PredictivePatterns must be inferred from dataMachine learningDemand · fraud risk
4GenerativeInterpret or create unstructured contentLLM / GenAISummaries · creative
5DelegativeChoose actions as context changesAgentic systemInvestigate exceptions
One problem can need several interventions

“Stores run out of the right SKU.” Check adherence, reorder rules, demand uncertainty, and system coordination. Integration can use ordinary software; agents fit tasks requiring adaptive decisions.

COMPLEXITY MUST BE EARNED.Problem first · Outcome before output · Capability, not dependency · Not everything needs AI
05

05 · What could this look like?

Explore practical applications across daily work and shared systems.

Illustrative opportunities. Confirm the problem, delivery scope, and expected improvement with each function.

Area + illustrative ideaPotential scopeChange motionProblem type
HRTeams create a leave-approval toolDepartmentHow people workProcess + deterministic
FinanceFlag unusual transactions for reviewDepartment / widerHow we decideRules + predictive
OperationsDemand forecasting informed by fresh sales, promotions, and other relevant signalsCross-functionalDecide + systemsData + predictive
MarketingGenerate content and A/B test creative assetsDepartmentWork + decideGenerative + experimental
SalesAutomate cold outreach to capture more leadsDepartmentWork + systemsDeterministic + generative
BUCKET EACH IDEA THREE WAYSDepartment or company-widePeople, decisions, or systemsProcess, software, ML, GenAI, or agents
A question to explore “Which example feels closest to a real need—and what would we change?”
06

06 · How could a pilot become transformation?

A pilot tests the approach. Evidence guides expansion.

For employee initiatives and dedicated projects, test a bounded scope, observe adoption, and review improvement before expanding.

01

Frame the problem

Agree the owner, scope, baseline, target, and guardrails.

02

Test the approach

Prototype and test the critical assumptions.

03

Embed the workflow

Integrate data, controls, roles, and daily work.

04

Change behaviour

Drive adoption, confidence, ownership, and learning.

05

Review and expand

Compare with the baseline and target; stop, adapt, or expand.

Business ownershipThe function owns the problem and outcome.Data + technologyTrusted data, integration, security, and delivery.Adoption + capabilityPeople can use, challenge, and improve the change.
TechnologyWorkflowBehaviourOutcome

Progress means sustained changes in work and measurable improvement. Learning and adaptation continue after launch.

07

07 · How could I contribute?

Connect business problems, delivery, adoption, and evidence.

PROPOSED CONTRIBUTION · INITIAL ENGAGEMENT

Lead the work from problem framing to review

AI Transformation · applying principal product management experience

1Leadership priorities
2Business problems
3Problem framing
4Portfolio choices
5People / decision / system change
6Adoption
7Business outcome
Business ownersets the outcome and supports workflow changeIT / Data / Engjoins discovery where data or integration is centralMy contributionconnects priorities, hands-on delivery, adoption, and evidence
A question to explore “Where would this contribution be most useful first?”
08

08 · Why me?

Three experiences. One hands-on way to start.

SHIPPER

Cross-functional business transformation

Operations, Finance, Marketing, CS, Commercial, Engineering.

TOKOPEDIA

Enterprise change + adoption

Building the system was only half the product. Dozens of teams had to move.

HEATSEEKER

Hands-on AI systems

LLMs, agents, evaluations, model choices, code, production AI.

A PRACTICAL WAY TO STARTI can lead discovery and build hands-on, with technical counterparts involved as the scope requires.
Define with stakeholdersPrototype / PoCBuild a bounded MVPPilot and measureExpand with the team
Also relevantIndonesian F&B / retail experience · Master’s in AI in BusinessProduct disciplineProblem first → outcome clear → technology only where it fits.
A practical contribution to begin with.
Use the first engagement to solve a useful problem, learn together, and assess the next step.
The question that opened the next chapter “One year from now, what would you hope is different?”
09

09 · Where the work starts

Give daily problems and shared business needs a way forward.

A proposed way of working for Agrinesia. The situations below are illustrative; actual problems and priorities need to be confirmed with the teams.

ENABLE PEOPLE · FROM DAILY WORK

“I repeat these spreadsheet steps every day.”

The employee shows the work and its bottleneck. Their manager helps choose a useful improvement; approved AI tools, practice time, and support help them try it.

Start with recurring work, low variability, and clear bottlenecks.
DELIVER SYSTEMS · FROM A BUSINESS NEED

“Our forecasts need to reflect what is happening now.”

Operations brings the shared need. Business, product, IT, data, and engineering scope a tool that gathers fresh demand signals and uses them to inform forecasts.

A dedicated project can start here from day one.
Make each problem visible before choosing a solutionShow the current work · identify who is affected · record the baseline · agree what should improve
Review problems from both directions together: how much do they matter, can the team act on them, and who will own the result? Useful employee tools may become shared; individual improvements can also stay individual.
DATA IS FOUNDATIONALCapture work digitally. Agree definitions and data owners. Fix missing or unreliable data around the problem being tackled.

To agree: where employees raise problems, who reviews them, and which executive sponsor resolves priorities across functions.

10

10 · Employees improve daily work

Help people improve a task they already do.

Example: an employee copies outlet data into a daily report, fixes formatting, and checks totals. Start by observing those steps and where the time goes.

ACCESS + PRACTICE

Learn on a real task

Provide approved AI tools, rules for company data, and time to practise. Teach people to describe the problem, check results, and recognise when they need help.

TRY + CHECK

Improve one recurring step

Use AI to help with a formula or Apps Script. The employee tests it on known reports, checks totals and exceptions, and compares time and corrections with the old method.

SUPPORT + REUSE

Make the practice stick

A named support person helps when it fails. Managers review whether the task improved. Employees share useful examples so colleagues can learn and adapt them.

Two people may use different methods.

That can be fine for individual work with agreed quality and data boundaries. If the methods produce conflicting numbers or affect a shared handoff, the team needs a common definition, output, and check.

WHAT GOOD LOOKS LIKEThe employee can run and check the improved workflow independently; preparation takes less time without more errors.

To agree: tool access, learning and support capacity, and manager time. Training should match the tools provided and the work employees need to improve.

11

11 · When colleagues depend on a tool

Give a shared tool an owner and a shared way of working.

Example: one employee’s reporting script becomes useful to the whole team. Colleagues now rely on its output to do their jobs.

What changes?What the team agreesWho takes responsibility?
A common workflowWhich data, definitions, output, and checks everyone uses; which exceptions still need review.The function’s owner agrees the working method with its users.
A supported toolWho can access it, where it runs, how changes are tested, and how to continue if it fails.A named maintainer supports the tool, with IT involved where needed.
A team habitWhich old steps are retired, how colleagues learn the new method, and where they report issues.The manager supports adoption; users report failures and verify outputs.
The boundary is who depends on it.

A shared spreadsheet script may already be part of the team’s working system. A hosted app can improve access or speed, but still needs ownership, support, and reliable results.

REVIEW BEFORE WIDER USECan someone else run it? Are results consistent? Who fixes it? Does it change records or connect to operational systems?

To agree: who reviews shared tools and provides maintenance. Sensitive access, integration, or operational consequences may require dedicated project delivery.

12

12 · A shared business need becomes a project

Build a forecasting tool that learns from current demand signals.

Illustrative project: gather and process relevant information as close to real time as sources allow, so the demand model can reflect changing conditions across outlets and regions.

COLLECT THE SIGNALS

Bring fresh information together

Candidate inputs: recent sales and orders, stock availability, promotions, prices, holidays, weather, and local events. Agree source access, refresh frequency, and ownership.

INFORM THE MODEL

Turn inputs into useful variables

Align each signal by time, outlet, and product. Check freshness and missing data; extract relevant details from text where useful. Test which variables improve the forecast.

PUT FORECASTS TO USE

Help planners respond to changes

Show updated forecasts, uncertainty, and stale or missing inputs. Planners review changes and record adjustments. Start with selected outlets, products, and a defined forecast horizon.

A bounded product: information intake → demand model → planner review.

Explore a broad set of signals, then retain those that improve forecasts on later, unseen periods. New inputs can refresh predictions; model retraining follows a separate validation schedule.

SEPARATE PROJECTSWMS integration (warehouse management) and TMS integration (transport management) each need their own scope, owner, resources, and delivery plan.

To agree: forecast horizon, initial outlets and products, available signals, freshness targets, delivery capacity, and who maintains the data and model.

13

13 · How Agrinesia knows it is working

Review the changed work and the result together.

Before starting, the business owner and users record the current measure, data source, and period. Agree a target, quality or risk limits, and a review date.

ExampleBaseline: what happens today?What good looks like
Daily reportingPreparation time per report, corrections, and time spent checking totals.Employees use and verify the new method independently. Preparation time falls without more errors.
A shared team toolDuplicate versions, mismatched outputs, support issues, and handoff delays.The team uses agreed outputs and checks. Handoffs improve; another person can support the tool.
Demand forecasting toolCurrent forecast error and bias, input freshness, and time spent gathering information for the same products, outlets, and horizon.Relevant signals arrive at agreed intervals. Forecasts improve against the current method on unseen periods; planners use updates and review exceptions.

Numeric targets follow discovery. Compare equivalent periods or groups, accounting for seasonality and other changes. Revenue and cost effects can follow improvements in quality, speed, capacity, and risk.

Use the first 1–2 months to put this way of working into practice.

Choose a bounded problem with an owner and participating users. For forecasting, test access to selected signals and whether they improve a baseline model. Pilot where feasible, then review the evidence and resources needed for the next step.

OWNER + USERS REVIEWKeep using it?What needs fixing?Expand, invest, or stop?

The initial engagement also helps both sides assess working fit. WMS and TMS integrations are separate projects, outside this forecasting scope.

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