AI native · Central Asia
I build AI-agentic systems at the core of the business.
Multi-agent systems that make the business money. In AI since 2017.
About
I see strategy at board level and build, by hand, the systems that execute it.
In ML and AI since 2017, before it was cool. I shipped my first NLP chatbot to production in 2017, long before ChatGPT.
Behind me: 20 years of strategy and creative across BBDO, Publicis, AIDA Pioneer. I worked where fintech meets retail, where everything is measured in money, risk and scale. So for me AI is a lever for unit economics.
- fintech × retail
Co-creator of “Halva”
The #1 BNPL card in Belarus and Russia, 13M+ users. A bank-and-retail bundle that reshaped the installment market.
- award
Grand Prix Effie
The top award for marketing effectiveness, for the “Exponenta” strategy.
- retail
+$21M profit
Gamified children's promos at Eurotorg, one of the region's largest retailers.
- leadership
AIDA Pioneer → #1
Under my lead the agency became #1 in Belarus. 60+ campaigns for the region's biggest brands.
- AI since 2017
NLP in production
A chatbot on VK back in 2017, when nobody was talking about LLMs yet.
- author & speaker
Book, courses, MBA
Author of “Effective Branding. Metaphor” and the “Strategist's Path” course. I teach on MBA programs and at IKRA.
In numbers
- 2017in ML & AI
- 20+years of strategy
- 500+trained in big business
- 13M+“Halva” users
- $21Mprofit, Eurotorg
- #1Grand Prix Effie
What I bring
AI in core processes
Document flow, tenders, estimates, correspondence and corporate knowledge move to agents sitting on a machine-readable context layer.
Hybrid teams
People set strategy and taste, agents execute. I put the process in place: SOPs, skill chains, operator training. Tools get copied in an evening. The working system behind them never does.
Builder's speed
From idea to a working prototype takes days. First I put the data in order, then I accelerate: automating chaos only gives you fast chaos.
Experience
- 2026 →
Co-founder & CTO Majento
AI-native product company. AI software and agent systems for marketing and business processes, deployed at the client via an FDE model.
- 2024–2026
CEO / CTO TDI Group · Tashkent
Ran the agency and its tech. Clients: PepsiCo, Nestlé, Honor, Haval, KIA, Beeline.
- 2023–2024
Head of Brand Marketing & AI Belaruski Narodny Bank
Embedded AI into the bank's in-house creative team and set its continuous self-learning in motion.
- 2022–2024
PMM, Blockchain UniLayer · Dubai
Built the MVP for a complex cross-chain product: market analysis and white paper. Turned interoperability into a clear story.
- 2019–2021
Co-founder / COO kemliva · Almaty
Creative agency: branding, R&D and communications under one framework.
- 2017–2020
Deputy Head of R&D & Gamification Eurotorg
Retail promos, mobile, digital, AR/VR. Shipped an NLP chatbot in 2017. +$21M in profit from children's promo campaigns.
- 2014–2017
Creative Strategist AIDA Pioneer
60+ campaigns for the region's biggest companies. Under my lead the agency became #1 in Belarus. Grand Prix Effie for the “Exponenta” strategy.
- 2013–2014
Creative Group Head BBDO Group
Co-creator of “Halva”, the most popular BNPL card in Belarus and Russia.
Earlier: Publicis, IKRA (taught “Strategist's Path”), Re:fresh · Belarusian State Pedagogical University, history & English.
Open source
I build in the open. Skills, agents, and long-term agent memory used by thousands.
- agent-second-brain ★ 295Always-on second brain: voice notes in Telegram become linked knowledge in Obsidian. Runs 24/7 on your Claude subscription.
- iva ★ 38Open-source personal AI assistant in Telegram: long-term memory, voice, self-hosted. The best tools, hand-picked into one command.
- skill-conductor ★ 106Architecture-first lifecycle for AI-agent skills: create, eval, edit, review, package. Built on Anthropic's eval engine.
- creative-director-skill ★ 88A world-class creative director in a skill: SIT, TRIZ, lateral thinking, and a Cannes-Lions evaluation engine over 571 award cases.
- humanizer-ru ★ 67Strips AI-text markers from Russian writing: kills bureaucratese and the tell-tale patterns of generated prose.
- autograph ★ 37Typed memory layer for always-on agents: schema-as-code for any Obsidian vault. Decay engine, health scoring, link repair.
- osint-skill ★ 74From a name to a scored dossier: 55+ scrapers, 7 search APIs, confidence grades, swarm mode.
Speaking
AI and marketing on stages across the CIS and Central Asia.
- Minsk · 2024
AI DAY Conference · “Sales, Clients, Marketing”
- Minsk · 2024
White Square · “From Idea to Visualization with Neural Nets”
- Tashkent · 2025
Tashkent Marketing Forum · key AI tools for marketers
- Tashkent · 2026
Angel AI Hackathon · mentor & speaker
- Tashkent · 2026
AI-talk · “How AI reshapes marketing in 2026”
- CIS · 2024–2026
PRO BUSINESS Expert Talk · Code IB · brand & marketing days (AKMA)
Scale through people
Rolling out AI across a group of companies is 80% work with teams.
I founded Aimasters and its community. 500+ employees of big business have been through the corporate programs. Getting AI into a large organization is work with people and culture. I know how to embed tools so teams actually keep using them.
- Alfa Bank
- Kaspersky
- MTS
- U-Plast
- A1
- ADM Group
- Roodell
Tools get copied in an evening. The system behind them never does.
Training and a live Telegram channel where I write about AI
Majento
The company I am building
I co-founded Majento and lead product, AI and research. My partner Batyr Latipov leads strategy and business development. Based in Tashkent, we build software products, AI agents and business process automation.
My earlier professional experience is described above. Majento's own products and services are presented on the company website. About Majento
FAQ
Who is Serge Shima?
Serge Shima is an AI native based in Tashkent, Co-founder & CTO at Majento, building the AI layer for Central Asia. He has 20 years in strategy and creative (BBDO, Publicis, AIDA Pioneer) and has worked in ML & AI since 2017.
What does Majento do?
Majento is an AI-native product company building AI software and multi-agent systems for marketing and business processes, deployed at the client via a forward-deployed-engineer (FDE) model.
What is Serge known for?
Co-creating “Halva”, the #1 BNPL card in Belarus and Russia (13M+ users); a Grand Prix Effie for the “Exponenta” strategy; +$21M in profit from gamified retail promos at Eurotorg; and shipping NLP to production back in 2017.
Does he train teams on AI?
Yes. Through Aimasters he has trained 500+ people at large companies, and he consults businesses on integrating AI into marketing, sales, HR and analytics.