IMPLEMENT AI.
I help businesses turn AI opportunities into a defined implementation project: a useful task, a working pilot, a responsible team and a way to judge the result. Marketing and e-commerce are my primary focus; adjacent applications include customer service, sales support and internal knowledge.
Discuss working togetherMy approach to AI adoption
Where should you start with AI?
Understand the starting point. Plan the changes.
We assess your marketing processes, data and team, choose useful AI applications and plan a pilot. After implementation, we review what has changed and what needs further work.
How I assess and implement AIThe context
AI implementation for marketing and business
For owners, marketing and e-commerce leaders whose teams are experimenting with AI and need a coordinated approach. Also useful when you already have a technical team or vendor and need someone to connect their work to commercial priorities.
Marketing & e-commerce
Find repetitive, measurable tasks in content, customer insight and campaign preparation. Start with a bounded workflow and retain editorial and commercial review before material reaches customers.
Possible scope & deliverables
- Product content, campaign briefs and adaptation across channels.
- Customer feedback analysis and hypotheses for CRM and retention.
- Acceptance criteria for accuracy, brand voice, time and cost.
Service, sales & team knowledge
Explore assistants that help employees find approved information, prepare answers and summarise requests. Define the sources they can use and the decisions that remain with an employee.
Possible scope & deliverables
- A shortlist of service and sales-support use cases.
- Requirements for knowledge sources, access and escalation to a person.
- A test set built from representative business questions.
Pilot & implementation support
I lead the business workstream: task definition, prioritisation, vendor evaluation and acceptance. Technical integrations are scoped with your IT team or an agreed implementation partner. We define responsibilities before starting.
Possible scope & deliverables
- A pilot brief, baseline and decision criteria for continuing or stopping.
- Comparison of tools and vendors against your requirements.
- A rollout plan with process owners, monitoring and a fallback workflow.
Team adoption & working rules
Help the team use the chosen workflow in everyday work. Training uses your tasks and agreed examples; working rules cover allowed information, review responsibilities and handling errors.
Possible scope & deliverables
- Role-specific workshops and reusable task examples.
- An internal playbook for use, review and incident escalation.
- A review of usage, quality, workload and operating costs.
How we work
A clear scope at each stage- 01
Choose the task
Understand the workflow, users, available data and current effort. Rank ideas by value and feasibility.
- 02
Test a pilot
Agree a baseline and test cases, build a limited pilot and assess output quality with the team.
- 03
Embed in work
Assign process owners, organise integration and training, then review performance before expanding.
Experience & sources
Experience behind the advice
Published research on LLMs in marketing
Research includes customer segmentation, marketing communication and applications of language models during the purchase stage. The catalogue links to original papers and DOI records.
Published research on LLMs in marketingMETRO: e-commerce leadership
Experience leading the e-commerce division at METRO Cash & Carry. A published Mindbox interview discusses customer data, the digital channel and the business behind omnichannel retail.
Read the sourceRussian-Armenian University
Senior Lecturer in the Department of Management and Business, Institute of Economics and Business, teaching electronic commerce, digital marketing and strategic marketing to bachelor’s and master’s students.
Russian-Armenian UniversityQuestions about the engagement
Can we begin with one task?
Yes. A bounded pilot lets us assess usefulness and operating effort before agreeing a broader implementation. We decide in advance what would justify the next stage.
Do you build all technical integrations yourself?
My role centres on business implementation, requirements, vendor assessment, acceptance and team adoption. The technical delivery scope and the people responsible for it are agreed separately for each project.
How will we evaluate the result?
Compare the pilot with the current workflow using agreed tasks. Look at quality, errors, review time, actual usage and total operating cost. These observations inform the decision to expand, revise or stop.
YOUR NEXT decision.
Describe a workflow, who performs it, how often it repeats and what you want to improve. List existing tools, an available project owner and any data restrictions. An anonymised example is enough for the first conversation.
We agree the scope, responsibilities, timing and fee after discussing the brief.
Send a project briefExplore further
Method reference: NIST’s voluntary AI Risk Management Framework provides a useful structure for context, evaluation and ongoing oversight. NIST AI RMF