Issue link: https://read.dmtmag.com/i/1543154
44 tobaccoasia Issue 1, 2026 January / February By Thomas Schmid Artificial intelligence (AI) has become a defining force across industries. next generation products (NGP) within the tobacco sector ‑ whether vaping, heated tobacco, or pouch brands ‑ are no exception. Companies are increasingly deploying AI not only for marketing and communication but also for technical product design, r&d, and consumer engagement. Yet adoption is uneven. While some brands are pushing boundaries with AI‑driven design improvements and creative campaigns, others are only beginning to explore its potential, often limiting use to customer communication. Tobacco Asia's interviews with four leading industry players revealed both the opportunities and the limitations of AI in this highly regulated and competitive sector. AI as a practical enabler of responsible innovation Amy Chen, global PR manager of leading heated tobacco brand, REJO, described her company's AI journey as beginning in late 2023, when AI‑assisted tools were introduced during the research phase of a new heating device the company was developing. "At that stage, AI was applied to support the simulation and optimization of heating methods and thermal processes, helping our r&d team evaluate multiple technical scenarios more efficiently," she said. Following this initial implementation, AI use expanded to subsequent device models. The benefits were clear: "Compared with conventional development approaches, AI‑assisted simu‑ lation enabled our r&d teams to better model real‑user usage scenarios, including variations in heating behavior, airflow, humidity, temperature stability and oxygen content," Chen said. This allowed potential performance issues to be identified earlier, design parameters refined with greater accuracy, and precise temperature control achieved for consistent aerosol release. Artificial Intelligence for Next Generation Products Tobacco Asia explores how artificial intelligence is reshaping design, marketing, and communication in the NGP sector. REJO FlexiCube: Much of its design and functionalities is the result of using AI tools. Credit: REJO