Philip Morris in Ukraine: 2.8 million inquiries, one million deliveries, and AI forecasting — how the tobacco giant rebuilt its service in 7 years

At the TECHNOVATION conference held on October 27 in Kyiv as part of the 12th Kyiv International Economic Forum, Philip Morris Ukraine CEO Artem Konyk presented large-scale figures regarding the company's digital transformation. According to him, over the seven years since the strategic transition from traditional cigarettes to electronic tobacco heating systems, the company has built an infrastructure from scratch that annually handles about 2.8 million consumer inquiries and contacts, while service divisions ensure nearly one million deliveries. Konyk emphasized that the tobacco industry has historically been considered conservative, but is now undergoing a «large-scale technological transformation» in which Philip Morris acts as one of the drivers.

Artificial Intelligence as a Forecasting Tool

A key element of the company's digital architecture, according to Konyk, has been the introduction of artificial intelligence. The contact center and chatbots communicate with each consumer in a one-to-one format, while data analysis and machine learning tools are used to manage such data volumes. «We actively use artificial intelligence, which helps not only to respond to consumer problems, but also to forecast their needs. This allows us to improve service quality and reduce the workload on teams», stated the CEO. He added that seven years ago the company «had zero experience in digitalization», whereas now Philip Morris works with large data systems and is able to predict when a consumer needs to replace a device or when technical issues might arise.

Digital Ecosystem for 25 Thousand Retailers

A separate direction has been the creation of a digital ecosystem for retail partners. Through a mobile application, Philip Morris maintains direct communication with more than 25,000 retailers across the country. This allows for prompt messaging, product information, and service support. Konyk noted that the mobile application provides the same level of service for retail outlets in different conditions — whether it is the Kharkiv region near the frontline or Lviv. «This did not exist 5–7 years ago, it did not exist in principle», he emphasized, referring to the lack of such communication infrastructure in the industry.

Digitalization as a Safety Tool Amidst War

In the context of a full-scale war, digital platforms, according to Konyk, have turned into a tool for ensuring staff safety and business continuity. «Thanks to digital platforms, we continue to cooperate with retail partners even in frontline regions where the physical presence of our employees is limited or dangerous», stated the CEO. Automated monitoring of product display in retail outlets using cameras helps reduce the number of staff trips to risk zones. «For us, innovations are not only about efficiency, but also about people's safety and business continuity», added Konyk.

Ukraine as a Technological Leader in the Corporation's Portfolio

Concluding his speech, Artem Konyk expressed the conviction that Ukraine, in terms of digitalization, outperforms many other markets where Philip Morris operates, and this is precisely what makes the Ukrainian unit a leader among the countries where the company is present. The TECHNOVATION conference was organized by Diia.City Union and gathered over 250 representatives of government, Ukrainian, and international business. Earlier, Philip Morris Ukraine topped the employer ranking, which, according to observers, correlates with the company's investments in technological infrastructure and personnel development.