Oleksandr Pronkin, Service Management Director at Metinvest Digital, discussed artificial intelligence as a strategy, business expectations from digital transformation, and the specifics of IT solutions for the steel industry during the "Dialogues with NV. The Great Digital Transformation" event held in Kyiv.
The event brought together top executives from major companies, representatives of government, the banking sector, and the military. They discussed new opportunities in digital transformation, best practices from market leaders, and the role of technology in the development of business, the economy, and defence solutions.
Oleksandr Pronkin took part in the panel "The Role of AI in Business." Representatives of the Kyiv School of Economics, EPAM, and MacPaw also joined the discussion.
Technology and a culture of change
Metinvest Digital views artificial intelligence not as a standalone tool, but as a business strategy – both for internal processes within the Metinvest Group and for working with external clients.
"In steelmaking, AI is already changing the rules of the game – and with them, the business itself is changing. But for us, it is not just about technology. At the centre is culture: how to shift mindsets, approaches to work, and the very logic of doing business. Whether it is production or IT, everything has to operate differently," explained Oleksandr PRONKIN.
Business expectations of AI
When developing solutions, the company encourages experimentation and even asks people to make mistakes, as there are no established rules for AI yet – no one knows the single correct approach. It is a new domain with vast potential, so mistakes are inevitable, but they are precisely what unlock new opportunities.
"A common business mistake is expecting immediate results: we have bought an AI model – where is the impact tomorrow? That is not how it works. AI requires a systematic approach – one model is not enough. The real value lies in data: it is often underestimated, while the model itself is overestimated," noted the Metinvest Digital representative.
In his view, data becomes the primary asset in the age of AI: "Data is the ore. The end product is the metal, while the process of creating it is akin to a rolling mill, where users and their adoption play a crucial role. Without ore, there is neither product nor process. Data forms the foundation for future monetisation – not only within the core business."
Another misconception is expecting rapid return on investment (ROI) from AI-related projects. "In reality, most such projects are R&D: we test and gradually scale solutions. At the same time, it is vital to maintain clear boundaries for experimentation, especially in steelmaking, where the cost of error is critically high," he said.
How AI works in steelmaking
Accordingly, in the steel industry the company implements AI in stages: first to improve safety and quality, then to optimise production and resource usage, and only afterwards in back-office functions.
According to Oleksandr Pronkin, the most significant process transformation will take place in administrative areas. For example, in HR functions, where traditional roles will gradually shift towards more automated and agent-based models. At the same time, the main focus remains on production – all pilot versions and AI initiatives at Metinvest Digital are implemented with the industry's specifics and heightened safety requirements in mind.
