Business development in the era of AI was discussed at the public talk of the Russian Media Group

The Russian Media Group held a public talk at the St. Petersburg International Economic Forum on the paradoxical transformation of the market: the deeper artificial intelligence penetrates into business processes, the more the audience appreciates authenticity, empathy and physical contact with the brand. The central topic of the discussion is "Lamp quality as a new value: how to save a person in the age of AI" was the search for a balance between digital efficiency and emotional connection.

Opening the session, Lyubov Malyarevskaya, CEO of the Russian Media Group, outlined the current market landscape, in which technology has ceased to be a hype and turned into an infrastructure element. AI is used to hire staff, automate processes, and generate content. RMG is also actively implementing AI-based technologies to improve analytics and targeting. However, everything that implies the emotional involvement of the audience remains in the area of human responsibility. And the basis for such a strategy is a clear request from the audience.

As Lyubov Malyarevskaya emphasized, the downside of total digitalization was several crises at once: a crisis of trust, a crisis of ideas, and in many ways, an emotional resource crisis: "In the process of introducing AI, the market came to the conclusion that the luxury of simple human communication gained new value and became the basis of brand confidence, stimulating demand for offline. Business has discovered that soul and warmth require direct contact and lively participation."

Darina Alekseeva, editor-in-chief of Moskvichka magazine, also noted the special role of man and human emotions, which come to the fore and become even more important than technical excellence.: "In an era when anyone can generate content, trust in the source becomes a deficit. AI is not responsible for reliability, and the human task is to verify the data. This is the power of the media today. We see how the value of a content or brand is shifting from perfect technical execution to having your own perspective and the ability to feel the audience. At all times, a person needs love and affection, and they arise from experience and personal history, are not automated and cannot be created by algorithms."

During the speakers' presentations, it was noted that against the background of the crisis of ideas and the emotional exhaustion of consumers, the company's ability to speak the language of empathy is becoming not just a part of positioning, but a full-fledged business strategy. As an example, the CEO of the Russian Media Group cited the case of Radio Monte Carlo: "We have begun to build an ecosystem where the listener can touch the Monte Carlo philosophy through the things and spaces around him. She has combined her own brand of clothing and household goods, events at the intersection of sports and style. We are currently considering entering the restaurant market, as well as opening a physical point of sale for the Monte Carlo brand. The central idea of our spaces will remain lamp-like as a counterbalance to clampiness and the anxiety it causes. Because today, the winners are not those who just produce a product, but those who create meanings, environments, and emotional attachment–that is, they do everything that AI cannot."

Ekaterina Kasperovich, Development Director of the Russian Media Group, who moderated the discussion, emphasized that the lamp system was a response to the security demand, which is especially high during the period of turbulence: "Technology is changing, but human nature is not. And today we are not contrasting man and technology – we are looking for how lampiness becomes a new value and a quality of experience that people are willing to pay for. We see that this is not nostalgia, but a market demand."

The Russian Media Group's public talk was also attended by: Irina Bogdanchikova, Co-founder and Director of Strategic Development of NexTouch, Nex-T Group, Denis Terekhov, Managing Partner of the Artificial Intelligence Corporation, Vladimir Avdeenko, Deputy Executive Director, Director of Agrobiotechnology at Innopraktika, Metropolitan of Tver and Kashinsky Ambrose.

The participants in the discussion agreed that in the future AI will indeed take on a huge share of business tasks, but automation of meanings is impossible: interpretation of reality, decision-making and empathy remain a human responsibility area. The finale of the session reinforced the thesis that in the struggle for the audience, it is not the pipeline or the endless units of generated content that wins, but the brand's ability to form a strong emotional connection with the audience.