Data is available to everyone. How do digital services compete now?

At the panel session “The New Economy of Digital Services” within AI & Digital Bridge 2026, Agis Konkabayeva, Director of AI and Transformation at Beeline Kazakhstan / QazCode, discussed how AI is changing digital products and business-customer interactions.

Services must understand not only who you are, but also what you need right now

Companies have long used data to analyze customer behavior and predict their needs. Therefore, the main change in recent years is not the ability to predict the next step itself. What has changed is that digital services now have more context to rely on when interacting with people.

In the past, companies mainly worked with structured data—such as which services a customer uses, how their consumption changes, and how they interact with the company. Now, AI allows taking into account not just individual parameters, but also the context of interaction with the customer.

This also changes the approach to personalization. Instead of simply determining which segment a person belongs to, the service can take into account the specific situation and suggest the next step that will be truly useful for them.

Agis Konkabayeva, Director of AI and Transformation at Beeline Kazakhstan / QazCode
If we recall what was available five years ago and what the customer experience is like today, our market is certainly spoiled by excellent service. As consumers ourselves, we are no longer willing to wait more than 40 seconds for an SMS in a banking app—it seems too long. Everyone wants to receive this service in nanoseconds.

Our task today is not just to ask or offer the customer: “Are you hungry? Let’s do something about it,” but to say: “I know you’re hungry because at this time you usually have dinner or pay a restaurant bill. And I know your preferences. Let me offer you this delivery.”

A good AI product starts with a simple question: what problem does it solve

A large amount of data alone does not turn a company into an AI business. The starting point remains the customer’s task.

For example, you can analyze the history of inquiries to understand which problems people face most often, why they are forced to contact support repeatedly, and at which stages inconvenience arises. And then build an AI solution around this problem.

The same principle applies within the company. One example is QazCode’s product—corporate AI Aventa. It allows Beeline employees to use AI in everyday work tasks—from onboarding and document handling to procurement and analytics—automating routine processes and reducing the time spent on them.

In such a scenario, AI becomes not a separate tool that needs to be launched for each task, but an additional layer over existing data and processes.

Therefore, the value of an AI product is determined not by the complexity of the model, but by how much faster, easier, or better it solves a real task.

The next step is not to suggest, but to do

The next step is to ensure that AI not only understands the request but also helps solve it.

GenAI can work with natural human language and different types of information, comparing them and taking context into account. Therefore, AI is gradually becoming part of the service itself: it can understand what the user needs, suggest a solution, and perform some actions on their behalf.

For the user, however, the technology may remain almost invisible. They do not care which model is working inside the product. What matters is that they do not have to independently search for the right function, switch between systems, or explain the same problem multiple times.

Agis Konkabayeva, Director of AI and Transformation at Beeline Kazakhstan / QazCode
From a data perspective, this is no longer a competitive advantage because everyone has data. And AI is already accessible to many. The task of any company today is to use AI tools faster based on the data they have. Whoever wins in speed will generally win among competitors.

Thus, AI is changing not only the content of digital services but also the interface of interaction with them. The more work the system can do on its own, the fewer actions remain on the user’s side.

The more context, the more important trust becomes

The more AI knows about the user’s situation, the more important it is not to cross the line between a helpful service and interference.

Here, maximum accuracy is less important than appropriateness. The user should understand that the service is helping them in a specific situation, not trying to predict every one of their steps.

At the same time, personalization does not always require personal data. It all depends on the specific scenario. If a company does work with personal data, it is important to clearly understand what data is used, why it is needed, who has access to it, and how it is protected.

The same principle applies to corporate AI. For example, in Aventa, the company itself determines which internal data AI can access and for what tasks. Access to information is governed by rules set by the organization itself.

Agis Konkabayeva, Director of AI and Transformation at Beeline Kazakhstan / QazCode
I want customers to be amazed after receiving a certain service: “How cool, how convenient,” rather than asking: “How do you know this and why do I need it?”

The next stage: more value, not just data

As AI develops, the advantage will be determined not only by the volume of accumulated data. More important is the company’s ability to turn data into context, context into a solution, and a solution into a useful action.

Therefore, the new economy of digital services is not a competition over who knows more about the user. It is the ability to use exactly the data and technologies that make interaction simpler, faster, and more useful.

Agis Konkabayeva, Director of AI and Transformation at Beeline Kazakhstan / QazCode
If we talk about telecom operators, connectivity and internet are already basic things, must-haves that are available by default and are not any kind of advantage. Data is not an advantage. You need to be where the customer is and provide them with this service.