How the Freedom ecosystem is doubling down on AI: from customer support to autonomous drones

Alexey Li, CEO Freedom Lifestyle

The company's approach to the development of artificial intelligence can be conditionally divided into three main areas.

The first is the basic level, which is already actively developing worldwide: the implementation of AI in customer support. In our case, we can do this at a more advanced level because one of the companies in the lifestyle block, Freedom Travel, has historically possessed strong expertise in customer service. This involves processing a large number of requests: ticket exchanges and refunds, additional services, and so on.

Such services particularly need AI because they face seasonal spikes and unforeseen situations. For example, events in the Middle East, when the load increases sharply and it becomes physically impossible to process the flow of requests without technological support. Therefore, the first level is AI in support and expert areas.

The second level is the implementation of AI into the development culture itself. We are developing the direction of an AI-native organization. This is not just using AI as a tool, but forming a new way of working and interacting within the company.

The third level is leadership in the field of AI. We are currently developing several directions, one of which is Physical AI, which includes technologies related to autonomy. At the same time, we are developing the drone direction, which in the future should become self-governing. This also applies to other robotics technologies—for example, robot dogs, which can already be seen at exhibitions.

In general, many such technologies in the future will be controlled not by people, but by artificial intelligence. At the same time, we understand that a new way of interacting with the ecosystem will be assistants, in particular voice assistants. In this direction, we are already actively working.