Beeline Business at the Digital Solutions Forum

In 2025, the market for AI solutions for businesses was growing rapidly, but it faced a major barrier: companies were aware of the technology but still perceived it as complex and expensive.

Beeline Business had developed ready-to-use AI solutions, but struggled to stand out amid the crowded information landscape. The audience did not perceive the company as a provider of AI assistants, while the brand remained strongly associated with traditional telecom services.

It became clear that skepticism toward ready-made AI solutions could not be overcome by yet another explanation of why they were convenient. What was needed was first-hand experience.

Beeline Business integrated into the country’s largest IT forum and created its own ecosystem within the event:

Bee Techno Conference: three days, four thematic sessions, with speakers representing the Russian Ministry of Digital Development, the State Duma, the Federation Council, Kaspersky Lab, X5Tech, Avito, and Ozon. Beeline Business positioned itself as a company shaping the agenda rather than following it.
The Digital Brain art installation by Beeline Business made complex technology easy to understand through visualization.
A large-scale 3D installation surrounded by LED screens visualized neural networks and data flows in real time, demonstrating how AI solutions work  for businesses. A dedicated booth featuring touch panels and an interactive zone introduced visitors to the company’s products. Within just 3–5 minutes, anyone could see how Beeline’s AI assistants could address their specific business needs.

The Lisa Alert performance at the gala dinner became the main emotional highlight of the event and demonstrated the social value of AI.
As a result of this integrated approach, the branded booth attracted 11,000 visitors, more than 500 AI-agent test drives were conducted, over 300 forum participants attended the brand’s workshops, and more than 700 industry professionals took part in the conference as attendees and participants.

Two major contracts were signed directly at the forum. The project also generated 65 publications in business media with a total reach of 12.3 million, as well as a feature on Channel ‘Perviyi kanal’ (First channel).

The project demonstrated that a branded space at an industry forum can serve not only as an image-building tool, but also as a direct sales channel.

In 2025, the market for business AI solutions continued to grow amid broader digital transformation. According to Beeline data, 58% of its clients had already tested AI solutions, while 32% were exploring relevant use cases but had not yet moved toward implementation. AI assistants were still perceived as difficult to use.

Competitors had also launched their own AI solutions: MTS introduced AI agents for businesses, MegaFon deployed AI in customer service, and T2 used AI for process automation. At the same time, Beeline continued to be strongly associated with a traditional telecom operator rather than an IT solutions provider.

The Digital Solutions Forum brought together exactly the audience looking for AI tools: decision-makers responsible for AI implementation, developers, entrepreneurs, and government representatives ready for expert-level dialogue. This made the forum a natural entry point for changing the perception of the brand.

The forum audience consisted of people interested in AI solutions who were already familiar with the technology and actively used it for personal purposes, but still believed that implementing AI in business was highly complex, posed data security risks, and came with unclear payback periods.

They were focused not on trends, but on practical solutions capable of delivering measurable economic value. For this audience, it was important to test products personally and understand how relevant and applicable they were to their own industries.

Holding the activation in November 2025, during the peak period for finalizing annual budgets, made the decision to demonstrate AI agents live at the country’s largest IT forum particularly relevant to the audience’s mindset: companies were ready to invest, but needed immediate proof of value. A dedicated conference within the forum also created an environment for high-level professional dialogue.

Core target audience: senior business executives, government representatives, and investors.

B2C target audience: IT professionals, startup founders, and students.

The key priorities for the target audience included:

●  Standards. In a young and rapidly growing industry, quality standards are a major concern. Beeline Business is part of an established corporate structure associated with high standards for both products and services.

●  Data protection. The target audience expects transparent policies and specific, reliable solutions.

●  Adaptability. Solutions need to be tailored to the individual characteristics and needs of each business.

●  A developed ecosystem with simple integration.

●  A short payback period.

Beeline Business AI products addressed all of these concerns, while the chosen product demonstration format helped answer the broader questions currently facing the industry.

By bringing together IT experts, businesses, and government representatives in a shared dialogue, the project helped move the conversation into an expert framework and reduce uncertainty around a new but rapidly developing category of products.

Problem

In 2025, AI became one of the dominant topics across the media landscape. Thousands of companies were announcing their own AI solutions, and Beeline Business faced the challenge of proving to the market that it was not simply a telecom brand, but a full-fledged player in the AI solutions market.

A standard exhibition booth could have solved the task of visibility, but not the challenges of positioning and conversion. A more comprehensive solution was required.

Forum participants typically spent only 3–5 minutes engaging with each booth. Beeline Business therefore needed to use this limited time not only to attract attention, but also to shift brand perception from “telecom operator” to “AI partner” and create the right conditions for business communication.

The space had to perform three functions simultaneously: attract attention and make visitors stop, work as a demo zone that could convince them of the product’s value, and serve as a business networking point capable of converting interest into leads and commercial opportunities.

A dedicated conference further reinforced Beeline Business’s position as an industry expert and a brand capable of shaping the agenda rather than simply following it.

Solution

The main objective of the project was to establish Beeline Business as a technology-driven provider of digital and AI solutions for businesses and government clients, with a portfolio of six ready-to-use AI solutions.

To achieve this goal, several key tasks had to be addressed:

— Shift the perception of Beeline Business from a company associated exclusively with telecommunications services to an expert provider of AI solutions;

— Introduce ready-to-use AI products for businesses and establish the company as an expert in this market segment.

Most exhibition booths at the forum looked very similar. The challenge for Beeline Business was therefore not simply to build another booth, but to stand out — both from competitors and from its own reputation as a traditional telecom operator.

The company needed to create an ecosystem that would clearly communicate the concept of AI assistants: visually demonstrate the technology at the booth and transparently showcase the company’s systematic work in this area.

Media advertising and PR coverage could build awareness of Beeline Business as an AI solutions provider, but they could not overcome the audience’s distrust of complex technologies or convert that awareness into meaningful business contacts.

We therefore focused on an integrated approach. The conference within the forum established the expert context for the dialogue, while the booth operated as a conversion funnel:

Step 1 — Attract attention.
The Digital Brain, a large-scale art installation visualizing neural networks in real time, captured visitors’ attention and generated organic traffic to the booth.

Step 2 — Encourage interaction.
Touch panels allowed visitors to independently launch an AI agent demonstration based on a specific task relevant to them — without a sales manager and without pressure.

Step 3 — Convince.
Expert consultations and live demonstrations showed all six AI products in action. This sequence addressed the key barrier — the perception that “AI is too complicated” — through personal experience rather than advertising claims.

The company used three channels within a single communication strategy:

The IT forum was selected as the central communication platform. Within the forum, Beeline Business organized the Bee Techno Conference: three days, four thematic sessions, and speakers representing the Russian Ministry of Digital Development, the State Duma, the Federation Council, Kaspersky Lab, X5 Tech, Avito, and Ozon.

Beeline Business positioned itself as a company shaping the industry agenda rather than simply following it.

The Digital Brain art installation by Beeline Business made complex technology easier to understand through visualization.

A large-scale 3D installation surrounded by LED screens visualized neural networks and data flows in real time, demonstrating how AI solutions for businesses work. The booth itself, equipped with touch panels and an interactive zone, introduced visitors directly to the products.

The Lisa Alert performance at the gala dinner became the main emotional highlight of the event and demonstrated the social value of AI.

Results

The Beeline Business booth went beyond a traditional presentation format and functioned as a conversion funnel.

The Digital Brain art installation not only gave a physical form to a complex technology, but also generated organic traffic to the booth, where visitors could personally test the product.

The economic effectiveness of the solution is reflected in the results:

●  2 contracts signed directly at the forum;

●  49 companies — growth in generated leads;

●  +50% growth in revenue from Beeline Business products following the event;

●  +20% increase in the number of clients;

●  21% campaign ROI.

Marketing results:

●  700+ attendees at the Bee Techno Conference (target: 500);

●  11,000 booth visitors (target: 5,000; +120%);

●  500+ AI-agent test drives (target: 300; +67%);

●  300+ workshop participants (target: 150; +100%).

Media results:

●  65 publications in business media (target: 50);

●  including a high-reach PR feature on Channel One Russia and total media coverage reaching 12.3 million people, achieved without direct media spending.

The Beeline Business booth was transformed from a traditional presentation space into a conversion-driven platform. The Digital Brain installation not only made a complex technology tangible and easy to understand, but also generated organic traffic to the booth, where visitors could personally test the product.

This format can be applied by any tech brand participating in industry events.

Its effectiveness was further confirmed by organic media interest in the brand, a PR feature on Channel One Russia, and total media coverage of 12.3 million people — achieved without direct spending on promotion within the forum.