How AI transforms personalized ads, dynamic pricing, and user retention across leading digital platforms
Imagine your smartphone not just displaying ads but knowing exactly what and when to offer you, making you genuinely interested in the purchase. This is the reality ushered in by a new wave of artificial intelligence, already contributing to substantial additional revenues for companies. Monetization is undergoing a revolution thanks to AI. According to a McKinsey
Timofey Popov, an experienced product management specialist with proficiency in implementing technology-driven solutions across fintech and banking sectors, has dedicated the last eight years to perfecting digital monetization strategies. His career spans from creating financial products within major banking institutions to spearheading AI-powered product initiatives at organizations including SberMarket and McDonald's, where he has consistently revolutionized business revenue approaches. Additionally, he serves as a respected industry authority, participating as a jury member for the distinguished CX Awards and Globee Awards, where he assesses innovative developments in customer experience and digital transformation. This article will examine how his knowledge of adaptive algorithms, dynamic pricing systems, and personalization techniques has revolutionized these platforms, establishing new benchmarks for AI-enhanced monetization.
From Big Macs to Big Data: How AI Transformed McDonald's Digital Sales
When McDonald's decided to upgrade its mobile app, it turned to Popov, who had a unique vision for AI-driven monetization. What happened next would revolutionize how one of the world's largest fast-food chains approaches digital sales.
"AI analyzed dozens of factors: time of day, order history, popular meal combinations, even the weather. Based on this data, each user was offered a personalized set of dishes and deals. For example, if someone often ordered coffee in the morning, the system could offer them a combo deal with a croissant," Popov explains.
The results were staggering: the average check grew by 16%, repeat orders increased by 34%, and overall sales through the app skyrocketed by 480%. What started as a simple ordering tool became a cornerstone of McDonald's digital strategy, proving that AI-driven personalization could work globally.
The Marketplace Revolution: Scaling success in the largest classified platform in the world
Building on his success at McDonald's, Popov went on to lead a team of 14 at the largest classifieds platform in the world. There, he focused on three key areas: promotional products for sellers, advertising inventory, and improving algorithms using Generative AI and transformer models.
"The classifieds market is always a delicate balance between the interests of buyers and sellers. Using AI, we were able to personalize advertising offers and dynamically adjust bids. This increased revenues by 10% while simultaneously improving the user experience," Popov explains.
The implementation of predictive models that analyze user behavior and predict optimal ad placements improved conversion rates by 17%, setting new standards for marketplace monetization. Popov also shared his insights on AI-driven advertising strategies at industry-leading conferences, including Epic Growth, where he presented on "ML in the Tasks of Expanding Advertising Inventory."
Smart Pricing: Reinventing Retail at SberMarket
At SberMarket, one of the largest Russian marketplaces, Popov's team tackled a universal challenge in grocery retail — how to optimize sales with perishable inventory and volatile demand. Their solution? An AI-powered dynamic pricing system that would revolutionize how supermarkets approach inventory management.
"Imagine a supermarket where prices automatically adjust to demand every hour. In the morning, milk might cost more because it's in high demand for breakfast, while in the evening, the price drops to ensure it sells before its expiration date. This is exactly the system we created using AI," Popov explains. The implementation of these "smart" prices brought the company a 19% increase in revenue.
The system also learned to predict customer behavior. If AI noticed that a customer regularly ordered certain products, it would alert suppliers in advance to increase stock levels. This helped boost the number of loyal customers by 22% through proactive inventory management and personalized recommendations.
The Future of AI-driven Monetization
Popov actively shares his expertise on professional platforms. His publications can be found in leading business outlets, including RBC and Cossa. He has previously spoken at the Epic Growth and Matemarketing conferences, presenting on implementing ML solutions in business processes.
The transformation of monetization through AI is not just a trend but a new reality for businesses. Over eight years of working with product innovations, Popov has progressed from implementing basic algorithms to creating complex monetization systems based on artificial intelligence. His experience demonstrates that success in the digital era is determined not only by technological capabilities but also by the ability to balance business goals with user needs.
"We are on the brink of a new era where autonomous monetization systems will become the foundation of the digital economy. In the future, we will see fully autonomous systems that will adapt to market changes independently, taking into account microeconomic fluctuations and user behavior," concludes Popov, highlighting how the smartphone in your pocket might soon become even smarter about understanding what you really want to buy.