Why Big Tobacco wants more regulation - and more AI - Ctrl Alt Lead podcast

‘Transformation has to be business-led but technology-enabled’

British American Tobacco started its AI journey with “the boring part,” but that preparation is now paying dividends.

Tobacco companies don’t usually ask for more regulation, but Javed Iqbal, Director of Digital & Transformation at British American Tobacco (BAT), believes it’s the key to making nicotine consumption safer.

In the latest episode of Computing’s Ctrl Alt Lead podcast – and the first ever recorded live – Javed explains why BAT is investing in AI, data platforms and ethical frameworks to drive innovation in smokeless products - while also navigating one of the world’s most complex regulatory landscapes.

Nearly 30% of BAT’s European revenue now comes from smokeless alternatives to cigarettes, with technology playing a crucial role: from AI-based patent scanning to face-scanning age verification. He also discusses Omni, BAT’s open data platform used by regulators like the NHS and FDA, designed to make research on reduced-risk products accessible to all.

The podcast also looks at how AI is reshaping BAT’s internal operations, used in marketing, analysis and even to tackle ESG challenges like the use of child labour on tobacco farms.

To access the full podcast watch the video, use the web player, or find Ctrl Alt Lead now on Spotify and Apple Podcasts.