The ICT Week forum has concluded in Tashkent, bringing together leading IT and telecom professionals from around the world. Experts discussed Uzbekistan’s digital future and the role the country can play in the rapidly evolving digital architecture of the modern world.
One of the key themes of ICT Week 2025 was the development of artificial intelligence. Kursiv Uzbekistan spoke with Elena Kunakova, Director of Audience and E-commerce at Microsoft AI, about how AI is transforming markets, what opportunities it opens for Uzbekistan, and why women’s inclusion in IT has become an important factor in the industry’s growth.
Digital by New Rules
— Elena, today it seems that everyone is talking about the new era of AI. It has already penetrated almost every sector of the economy. Some are anxious about it, while others see new opportunities. How is artificial intelligence changing the rules of the game in e-commerce and digital employment?
— Artificial intelligence is a powerful disruptor — it changes human behaviour patterns. Before, when we wanted to find something, what did we do? We opened Google, typed in a query, searched, clicked on links. Now we are rapidly moving into a chat-based format, where the result is that the chat gives you a ready answer — not a list of links.
This is all very convenient and user-friendly — but there’s another side to it. The entire internet ecosystem runs on advertising revenue. Entire businesses generate content in order to monetise it through user clicks. So what happens when users stop clicking on links? How will the model change? What about monetisation? These are big, unanswered questions.
Major players already feel a serious threat. Traditional media and large media holdings are wary and resistant to change — but at the same time, they want to participate in the process. The question is: how?
That’s what disruption means — everyone understands that change is inevitable, but how exactly will it happen? Where is the money in this new model? Will monetisation ever be the same again?
At the same time, the e-commerce market is also evolving. Over time, young people — especially children — will not know any other model except asking a chat assistant they trust. The challenge now for corporations is how to maintain that trust while introducing some form of paid model.
Traditional businesses already understand that consumption will eventually shift to consultation-based experiences — with an expert, and later with an AI agent, for example, a stylist who knows your size, preferences, even your personality changes. He might tell you, «It’s time to replace your white T-shirts» or «Short socks are out, wear long ones.» Over time, this will become a proactive, intelligent personal assistant — and I can’t wait to see it happen.
— In your view, which AI technologies are likely to become key in the next three to five years?
— I believe that for now, general-purpose chatbots will continue to develop. We’ll increasingly be using ChatGPT, Google Gemini, Android GPT and others. Each of them will gradually introduce more advanced scenarios, but they’re still far from becoming that trusted, fully capable representative.
For the time being, the focus will remain on scaling the hardware infrastructure that supports these super-complex, highly intelligent models. And these models will, in turn, continue to grow heavier and smarter — including through adaptation to local specificities.
From user pain points to leadership
— Speaking of local specificities, do you think Uzbekistan could become a testing ground for pilot AI projects in the region?
— Absolutely, yes. I believe anyone can — it’s all about having the ambition. I’ve been closely engaging with the team at Uzum, and I can say with complete confidence that the quality of local talent here is at least comparable, if not superior, to global standards.
In fact, the CIS countries share a unique cultural and linguistic space that gives each one a huge advantage: the ability to move fast, develop exciting technological solutions with government support, and tailor them to their own markets. This opens a great many doors and creates real opportunities for breakthrough innovation. With its large population, Uzbekistan has every chance to become a leader in the regional market.
— In which area of IT do you think Uzbekistan could make a breakthrough?
— After visiting ICT Week, I was genuinely impressed by the scale of the event and by how clearly the country understands its strategic priorities. That’s fantastic — and Uzbekistan should definitely continue investing in this direction. The country has every chance to become a trendsetter and a leader in this space.
In my opinion, it’s not productive right now to single out one specific field. What’s crucial is to build an ecosystem where startups feel free to experiment. Only through that creative chaos — the mix of ideas and risk-taking — do true gems emerge: global products that transform industries.
For Uzbekistan, as for any country, the key is to start from real user pain points rather than abstract ideas — and to move fast in solving them. The talent is already here; what matters is building the right infrastructure and support system, one where people are not afraid to try new things. That’s where the stars will be born — and where big, exciting innovations will take shape.
Following the Unicorn
— In Uzbekistan, we’re already seeing rising stars in the IT market looking far beyond the country’s borders. Take Uzum, for instance — a company that has completely reshaped the e-commerce and fintech landscape while confidently expanding its ambitions internationally. How do you assess the role of such players for the country’s future and in the global context?
— Oh, it’s fantastic. I’m someone with a fairly established career, yet they (Uzum — ed.) truly inspire me. Just think about it: in only three years, the company became a unicorn and made life easier and more efficient for a huge number of people. I believe they set a great example for many — especially for the youth of Uzbekistan. And there should be more companies like that. I sincerely wish for Uzbekistan to see more and more such success stories every year.
Shared Values – Unified Team
— Elena, I can’t help but ask — or rather, ask for your advice. What leadership qualities are most important when managing teams in this field?
— I believe in building teams through shared values. For a long time in my career, I was that successful «execution» person — I got things done, everything worked out, and honestly, I didn’t care much about values.
But at some point, I realised that a stable circle of people — those with whom you have mutual understanding, move at the same pace, and don’t fall apart as a team — only forms around shared values.
There’s this term, «corporate beige», describing people who are overly polished and formal. I’m not like that. I actively show my individuality and try to communicate my core values — honesty, transparency, meritocracy, and the belief that we solve problems together, not «me here and the team somewhere else.»
Looking back, I see that this approach works everywhere — whether in Russia or the US. People are the same everywhere. Building teams on shared values allows for a much stronger connection with those who share them.
Shared values form a solid foundation for any team. Yes, a leader may not openly express values but still have strong expertise that carries the team forward. Yet, if you remove that leader, the team collapses. But when shared values unite everyone, the departure of a leader or any team member won’t affect the group’s effectiveness.
Being Your Own Role Model
— There are now more and more women in Uzbekistan developing careers in IT — a field still largely dominated by men. What advice would you give to your female colleagues?
— You’re absolutely right. For a long time, I stayed outside of this conversation, but it’s impossible not to notice — at most major meetings or contract negotiations, the majority are men. I tried to understand why that is. And quite often, women in such settings are present mainly for representational purposes…
My advice to all women who want to build their careers and grow is to look for role models and see that it’s possible. And, ultimately, to become that role model yourself. Know your worth and never give up.
