EBA Odesa Brand Breakfast: Business Discussed How AI Is Changing Customer Acquisition, Operations and Business Models

17/ 09/ 2026

On 15 September, Odesa hosted the second EBA Odesa Brand Breakfast, a format launched by the PR & Marketing Hub of the Southern Ukrainian Office of the European Business Association to create a space for professional communication, open discussions and the exchange of practical experience among business representatives. This time, the discussion focused on artificial intelligence not only as a tool for automation or content generation, but as a technology capable of changing approaches to customer acquisition, data analysis, operational processes, and the development of new products and business models. The meeting was dedicated to the topic “What AI Can Do for Your Business: Unconventional Use Cases.” The event was opened by Kateryna Morozova, Head of the Southern Ukrainian Office of the European Business Association. She noted that EBA Odesa has been systematically exploring the potential of AI across different business functions — from HR and finance to legal matters, fundraising and marketing. The speakers were Vitalii Sadovskyi, COO at MIM:AGENCY, and Ihor Oklander, CEO at MIM:AGENCY. The discussion was moderated by Alina Onika, Head of Communications Department at RDS and Chair of the PR & Marketing Hub EBA Odesa. One of the central topics was the systematic implementation of AI within companies. The speakers emphasised the importance of starting not with the choice of a specific tool, but with identifying a business challenge and the desired outcome. Participants also discussed how to assess the effectiveness of AI and avoid situations where technology consumes resources without creating tangible business value. Particular attention was paid to changing customer behaviour and the development of AI-powered search. The discussion covered how the customer journey is evolving, why traditional SEO may no longer be sufficient, and what businesses should consider to ensure their products and services are included in AI-generated recommendations. The participants also explored GEO — Generative Engine Optimization, which focuses on improving a business’s visibility in generative search. Another area of discussion was the automation of operational and back-office processes. The speakers explored the potential of AI for international expansion, localisation, customer support and working with companies’ internal knowledge. Data analysis and the discovery of hidden demand were also among the key topics. AI can help businesses gain deeper insights into their audiences, identify promising product niches and uncover patterns that may be difficult to detect using traditional tools. The discussion also covered the use of machine-assisted analytics to improve the effectiveness of marketing and B2B sales. At the same time, AI can serve as more than a tool for cost optimisation. Participants discussed its potential for creating new products, services and business models — using technology not only to improve existing processes, but also to identify new opportunities for growth. The discussion also addressed practical questions, including the use of Make, AI integration with CRM systems, verification of information generated by language models, and the role of human expertise. Participants highlighted the importance of critical thinking and human oversight as AI takes on an increasing number of functions. The key takeaway of the meeting was that effective AI implementation starts not with the technology, but with a specific business need. Companies should first identify the problem they want to solve and the outcome they expect to achieve, and only then select the appropriate tools. EBA Odesa thanks Vitalii Sadovskyi and Ihor Oklander for sharing their practical expertise and contributing to the discussion, Alina Onika for her professional moderation, and all participants for their engagement, questions and exchange of experience. EBA Odesa Brand Breakfast continues to develop as a platform for professional dialogue within the business community, where relevant business topics are explored through concrete challenges, practical solutions and opportunities for growth.

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On 15 September, Odesa hosted the second EBA Odesa Brand Breakfast, a format launched by the PR & Marketing Hub of the Southern Ukrainian Office of the European Business Association to create a space for professional communication, open discussions and the exchange of practical experience among business representatives.

This time, the discussion focused on artificial intelligence not only as a tool for automation or content generation, but as a technology capable of changing approaches to customer acquisition, data analysis, operational processes, and the development of new products and business models. The meeting was dedicated to the topic “What AI Can Do for Your Business: Unconventional Use Cases.”

The event was opened by Kateryna Morozova, Head of the Southern Ukrainian Office of the European Business Association. She noted that EBA Odesa has been systematically exploring the potential of AI across different business functions — from HR and finance to legal matters, fundraising and marketing.

The speakers were Vitalii Sadovskyi, COO at MIM:AGENCY, and Ihor Oklander, CEO at MIM:AGENCY. The discussion was moderated by Alina Onika, Head of Communications Department at RDS and Chair of the PR & Marketing Hub EBA Odesa.

One of the central topics was the systematic implementation of AI within companies. The speakers emphasised the importance of starting not with the choice of a specific tool, but with identifying a business challenge and the desired outcome. Participants also discussed how to assess the effectiveness of AI and avoid situations where technology consumes resources without creating tangible business value.

Particular attention was paid to changing customer behaviour and the development of AI-powered search. The discussion covered how the customer journey is evolving, why traditional SEO may no longer be sufficient, and what businesses should consider to ensure their products and services are included in AI-generated recommendations. The participants also explored GEO — Generative Engine Optimization, which focuses on improving a business’s visibility in generative search.

Another area of discussion was the automation of operational and back-office processes. The speakers explored the potential of AI for international expansion, localisation, customer support and working with companies’ internal knowledge.

Data analysis and the discovery of hidden demand were also among the key topics. AI can help businesses gain deeper insights into their audiences, identify promising product niches and uncover patterns that may be difficult to detect using traditional tools. The discussion also covered the use of machine-assisted analytics to improve the effectiveness of marketing and B2B sales.

At the same time, AI can serve as more than a tool for cost optimisation. Participants discussed its potential for creating new products, services and business models — using technology not only to improve existing processes, but also to identify new opportunities for growth.

The discussion also addressed practical questions, including the use of Make, AI integration with CRM systems, verification of information generated by language models, and the role of human expertise. Participants highlighted the importance of critical thinking and human oversight as AI takes on an increasing number of functions.

The key takeaway of the meeting was that effective AI implementation starts not with the technology, but with a specific business need. Companies should first identify the problem they want to solve and the outcome they expect to achieve, and only then select the appropriate tools.

EBA Odesa thanks Vitalii Sadovskyi and Ihor Oklander for sharing their practical expertise and contributing to the discussion, Alina Onika for her professional moderation, and all participants for their engagement, questions and exchange of experience.

EBA Odesa Brand Breakfast continues to develop as a platform for professional dialogue within the business community, where relevant business topics are explored through concrete challenges, practical solutions and opportunities for growth.