As digital technology experts at the event, M-Social's General Director Andrey Tertichnikov and M-Social Managing Partner & Digital Budget General Director Alexander Stepanov spoke. Using specific examples, they demonstrated that AI in real business is not magic, but a tool that solves real business problems.

Case 1

Attribution of advertising campaigns within the Banner Stat product

• The system analyzes hundreds of thousands of ad creatives daily, automatically identifying the brand, advertiser, and category. This uses several BERT models, the DeepSeek LLM, and computer vision (VLM) to "read" banners. The result — millions of placements are attributed with minimal human intervention.

Case 2

Identification of advertising campaigns within the AdSignal product

• Using multimodal models (VLM Qwen 2.5 and text embeddings), creatives are grouped into advertising campaigns, enabling the most prompt detection of new brand campaign launches.

Case 3

TalkPulse bot for monitoring communication with clients and within the team

• The tool collects and analyzes all correspondence in chats and email, identifying communication issues in client interactions based on set criteria. Managers receive reports, and employees get personal recommendations. All within the company's secure perimeter.

Case 4

HR-bot for routine automation

• The AI handles informational mailings, vacation reminders, onboarding new employees, and quick searches for corporate information. This allows the HR specialist to focus on other tasks.

Case 5

Corporate knowledge base with intelligent search and access rights management

• Employees get quick access to needed information through a bot that uses vector search and language models. This saves time and increases work efficiency.

Also in their speech, Andrey and Alexander emphasized that the formula for success is not replacing people with AI, but synergy: "AI + people." The technology handles routine tasks and data analysis, while humans retain creativity, strategy, and final decision-making.

The union of creative industries and IT creates new opportunities. The case studies from M-Social and Digital Budget showed how technologies are already bringing real benefits to businesses today, paving the way for the region's economic development.