Milovanov made 690 million views thanks to AI: are businesses and companies ready for full automation?
24 April 16:47
EXCLUSIVE
Imagine a future where your personal tutor is artificial intelligence, your PR person is also AI, and work teams are not people with fixed positions but flexible digital workflows. For some, this sounds like science fiction. But for Tymofiy Mylovanov, President of the Kyiv School of Economics and former Minister of Economy of Ukraine, it is already the present. Is AI really more efficient than humans in communication, analytics, and training? How to save jobs and help employees adapt – in the article
During the
“I decided to study sociology, but I don’t want to communicate according to a standard schedule… We created an AI assistant that teaches the material, analyzes my answers, adapts to my learning style, and, most importantly, shows better results than live seminars,” Milovanov says.
AI doesn’t just generate content – it analyzes the effectiveness of social media posts, adjusts the communication style, creates strategies, and adapts content to the audience. All this is a continuous cycle of experiments and feedback.
“My team is not people with fixed roles, but an adaptive workforce driven by AI,” says Tymofiy Mylovanov.
After implementing AI in media production, the performance has increased significantly. Over the year, Milovanov‘ s personal content has garnered more than 690 million views, and the team’s productivity has become consistently high: at least six publications a day, without “failures.”
Of course, the technological breakthrough also raises new questions. If AI can teach, write, and communicate more effectively, what is the role of humans in this process? Are companies ready to abandon classical structures and replace PR departments, teachers, or even managers with algorithms?
“I’m not going to talk about threats today, but they do exist. The important thing is that we will not return to the old model. Now, it’s not people who shape the process, but the process that shapes the team,” Milovanov summarizes.
“Left hand, not right”: why businesses are in no hurry to replace people with AI
At the end of the first part of the discussion panel AI in Business Communications and PR, moderator Olga Rudyaka-Petrychenko asked the panelists whether AI can replace people at work
Vitaliy Ivanov, Head of Retention Marketing at Netpeak Ukraine, emphasized that AI implementation should not be done at the expense of staff reduction:
“We cannot start laying off people en masse now to implement artificial intelligence, because globally, this will lead to the fact that there will be no one to buy our services. We are in favor of increasing people’s productivity… The ability of one person to generate more value is the path to balanced prosperity,” Vitaliy Ivanov
Alyona Kaplina, PR&Comms manager of EKO MARKET supermarket chain, drew a parallel with the experience of automation in retail.
“Can AI completely replace humans? Partially, yes. But the company has to create an environmental history where an employee, for example, a cashier, can move to another position, undergo training… Our main task is to retain the team and train people to work with artificial intelligence. We want it to become our left hand, not our right,” Alyona Kaplina
Oleg Davydenko, Director of Corporate Communications at Metinvest Group, shared the experience of a large industrial company.
“Our PR team is definitely not going to be fired – there are not many of us anyway. It is a matter of increasing efficiency. Some routine work will disappear, new structures will appear… Automation means less manual labor, but at the same time it means the growth of new industries. We just need to retrain and grow faster. And another thing is education. I advise everyone to get a technical education, even a second or third degree. It will help to adapt to the realities of the future,” Oleg Davydenko
All participants of the panel “AI in business communications and PR: what are the benefits and hidden threats” agree: AI is not a threat but a challenge. And those who are ready to learn and adapt will not only keep their jobs but also get new opportunities for career growth.
