Assaf Ronen

@assafronen

President, HelloFresh Group · Management Board. Rebuilding a public company with AI — the operator's view. Wins, scars, numbers. Not hype.

linkedin.com/in/assafronen/

Joined October 2011

Pinned
Assaf Ronen
@assafronen
Jul 14
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 🧵
Assaf Ronen
@assafronen
Jul 21
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 🧵
George Sivulka
@gsivulka
Jul 14
Article
You just hired a million bad employees.
AI was supposed to replace human labor. It did the opposite. For the first time in history, humans are cheaper than software. And AI is creating more jobs than it eliminates. Technology has...
Assaf Ronen
@assafronen
Jul 16
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 🧵
Assaf Ronen
@assafronen
Jul 14
The "company with zero employees" dream is the wrong dream. The real shift isn't subtraction — it's leverage. A team of 10 now moves like a team of 100. The winners won't brag about zero headcount. They'll have small teams that are suddenly dangerous.
Assaf Ronen
@assafronen
Jul 14
I sit on two boards. Same question in both rooms lately, and it's usually the wrong one: “do we have an AI policy?” The real question: “can we defend this AI-influenced decision in 12 months?” Policy is paperwork. Defensibility is governance.