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Key Talks: Interview with Galina Likhitskaia

The significance of Al in the financial sector, the global adoption of blockchain and cryptocurrency, strategies for Al implementation in Fintech.

Mark Galkevich
October 31, 2023
Key Talks

COO and strategic growth expert for fintech and crypto companies.

What inspired you to explore the use of artificial intelligence in the financial technology landscape, and how do you see AI shaping the industry's future?

My primary goal as a chief executive is to ensure the company's efficiency, profitability, and growth. Staying updated with current trends and integrating them into our operations is crucial for maximizing efficiency. Incorporating AI into our processes, especially in financial services, is no longer just a choice but a necessity to stay competitive. Learning from successful corporations, we aim to swiftly adopt these trends. For instance, our deployment of AI-based chatbots has notably enhanced customer interactions, leading to reduced response times and increased user satisfaction. Additionally, we are actively working on integrating AI into AML and KYC procedures, drawing inspiration from PayPal's successful use of deep learning models to combat fraud. Looking ahead, AI has the potential to redefine security measures, transform financial advice, and foster a more inclusive financial landscape.

What insights have you gained about the global adoption of blockchain and cryptocurrency technologies, and how do you think they will influence Fintech innovation worldwide?

The interest in blockchain technology and cryptocurrency development is growing every day. There are many factors that testify to this. For example, many countries are adopting these technologies at the government level. There are also studies that show the growth in the number of crypto wallets is on the same upward trend as when the number of internet users grew since 1990. We cannot stop it, but we can lead it and create regulations for the use of these technologies. Governments aim to bring more transparency and rules to this area. Particularly in our project, we have seen how blockchain integration has facilitated secure and transparent transactions. It enables seamless cross-border transactions for our clients, doing so lightning fast and with very low fees. This breakthrough has paved the way for greater efficiency and accessibility in the financial sector.

How do you envision AI streamlining operational processes and improving customer experiences in the Fintech sector, and what strategies do you recommend for achieving this balance effectively?

I appreciate Michael Porter's breakdown of AI application strategies, which identifies three strategies in the application of AI. I will briefly discuss each of them.The first one is cost leadership, being the low-cost producer of a product or service. The second is differentiation, being unique on dimensions that are important to customers, such as quality or providing unique functionality.The third is focus, tailoring products to specific customer segments rather than trying to meet all needs with one product. The key conclusion to draw is to think about where your organization stands at this stage of evolution and what actions can maximize results right now. If you are a startup, I would recommend focusing on differentiation first. If you have an already profitable business and are looking for growth points and additional revenue streams, then a focus strategy will help you achieve quick wins. If you are a large corporation, turn your attention to a cost leadership strategy.

What major transformations do you expect AI to bring to the forefront, and how might these changes impact user experience and product innovation in the coming years?

A key realization that came to me when I started studying Artificial Intelligence: Implications for Business Strategy at MIT is that AI cannot evolve without humans, and humans cannot be as effective as machines in certain tasks. The key conclusion is that maximum efficiency is achieved when the human-computer system works as a single mechanism. Therefore, it is important not only to introduce AI but also to cultivate strong specialists who know how to work with it. Right now, one of the key questions that we will find the answer to very soon is deciphering exactly what logic AI uses to make its conclusions and predictions. When we can answer this question, I am sure we will see a new surge in the popularity of AI.

What advice do you have for companies aiming to integrate artificial intelligence into their Fintech products, and what challenges do you foresee in this integration process based on your expertise?

For companies beginning the journey of integrating artificial intelligence into the fintech space, it is critical to build a robust and adaptable data infrastructure. Particular attention needs to be paid to meeting changing regulatory requirements and fostering a culture of continuous learning. In our experience, there are likely to be challenges around data privacy and the availability of skilled AI professionals. However, a proactive approach to risk management and a resilient and adaptable organizational culture will help overcome these challenges and facilitate successful AI integration.

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