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A case of large-scale transformation for Central Asia’s automotive leader: how a long-term partnership with Creatio combined with AI integration created a unique ecosystem for business growth.
Today, the global automotive retail industry is undergoing a fundamental paradigm shift. Rising competition, evolving customer expectations, and an explosive increase in the number of communication channels require auto dealers to rethink their approach to process management and service standards.
Multi-stage sales, documentation management, customer support, and other business functions generate a massive flow of unstructured data. Managing and working with this data effectively is becoming increasingly difficult without the use of Artificial Intelligence. For companies of Astana Motors' caliber, AI implementation is not just a trend but a critical requirement for maintaining leadership. Today, over 700 of the holding's managers use AI agents daily to automate routine tasks, allowing the company not only to stay ahead of the market but also to set new standards for customer service.
About the Client: Kazakhstan’s Technological Flagship
Astana Motors is the most powerful player in Kazakhstan’s automotive market, founded in 1992. Today, it is a diversified structure encompassing distribution, retail, and high-tech manufacturing. The company represents 16 global brands, including Hyundai, BMW, Toyota, Lexus, Subaru, BYD, and others, managing a network of 30 dealership centers. With a workforce of over 5,200 employees, the holding is ranked #4 on Forbes Kazakhstan’s list of the largest private companies in the country.
Evolution of Cooperation: A Logical Extension of Success
This project is not a standalone implementation but a new stage in a large-scale strategic transformation for Astana Motors, carried out in partnership with the vendor Creatio and system integrator Banza since 2018. Throughout this period, the company has consistently pursued a vision of a digital ecosystem where every step is a logical progression of the previous one.
The foundation of this ecosystem was the unification of all the holding's business processes into a single digital loop. A powerful management system for sales, marketing, service, and document flow was built on the Creatio no-code platform.
First-stage achievements: 60,000 processes daily, processing 220,000 documents per year, and reducing the approval time for complex contracts from months to just 2–3 days.
With this technological basis in place, Astana Motors moved to the next level of their strategy: the intellectualization of digital processes. This transition allows rapid scaling while maintaining excellent service levels and a market-leading position.
Business Challenges: Identify and Overcome
Even with a high level of digitalization, Astana Motors' scaling highlighted several critical pain points:
Information Noise in the Contact Center:
A massive volume of calls made it difficult for managers to record every contact with high quality, leading to the loss of some customer requests in the shuffle.
Paper Ballast:
A typical vehicle purchase agreement consists of 96 pages in 4 copies. Manual verification of such volumes by the legal department created delays in the sales chain.
To overcome these challenges, the company saw the future in intelligent automation. Astana Motors were looking for more than just a request processing tool; they sought a flexible AI system that could independently analyze incoming data, suggest solutions in real-time, and scale alongside the business. A critical requirement was that the team could independently configure the logic and scenarios — without the involvement of developers or external consultants. This would allow for rapid adaptation to changes, experimentation with customer service approaches, and the avoidance of the "out-of-the-box" limitations of ready-made AI products.
Why Creatio? A Strategic No-Code Approach
The choice of Creatio was driven by the need for adaptability. The platform offers a synergy of no-code tools and AI-native architecture, allowing the company not just to use ready-made functionality but to construct its own AI solutions.
For large market players, it is better to have your own flexible, transparent solution. One where you can rebuild analytics, add your own classification logic, and integrate with other business systems. This is not just call tracking; it's part of an integrated sales and service ecosystem
Key Results of AI Transformation
Thanks to the implementation of AI tools on the Creatio no-code platform, the company achieved impressive results:
New AI Processes and Their Impact on Business
In collaboration with the partner Banza four key intelligent modules were developed:
Smart Communications Module (Transcription and Analysis)
Every call is automatically recorded and converted to text (Speech-to-Text). But the most important part is the subsequent analysis.
How it works: AI determines the tone of the conversation, identifies the customer's key request, and automatically records the reason for refusal if a deal is not closed.
Business value: 98% of calls are analyzed instantly. Management receives an objective view of the sales department's performance without manual listening.
DocOps: Intelligent Document Control
This solution fundamentally changed the work of the legal and finance departments.
How it works: AI compares scans with master templates, highlights changes in text, and verifies product nomenclature. The system can detect errors — for example, when "metal structures" are listed in a request, but "office supplies" are actually being purchased.
Business value: Lawyers spend 50% less time on routine tasks, focusing only on the discrepancies flagged by the AI.
AI Agents in Support and Marketing
Intelligent assistants have become the first line of customer interaction.
How it works: AI independently analyzes incoming mail, classifies letters, and prepares draft responses. In 50% of cases, it acts as an autonomous operator, creating relevant activities in the CRM.
Business value: 70% faster response to customer requests. Customers receive feedback within minutes, directly impacting conversion rates and NPS.
Smart Procurement: Intelligent Supplier Search
AI is integrated into procurement processes to monitor the external market.
How it works: Based on technical documentation, the system independently searches for potential suppliers online, analyzes their offers, and prepares a report.
Business value: Significant expansion of the supplier base and securing the most favorable price offers without spending time on manual monitoring.
The Role of No-Code in Ensuring Uniqueness
The uniqueness of this case lies in the fact that Astana Motors received more than just a tool; they gained their own AI constructor. Thanks to Creatio, the client's team can independently:
Working with Astana Motors is very easy for us — over the years, our interaction has grown into a close partnership. Now the team automates most processes on their own, while we consult and assist with more complex integration tasks
Digital Maturity: A New Standard and Future Prospects
Astana Motors' journey demonstrates that AI implementation is not just a step forward but a transition to a new level of digital maturity. The company has proven that local businesses in Central Asia can operate according to global efficiency standards on par with world automotive leaders.
Through customization, artificial intelligence, and the flexibility of the Creatio platform, Astana Motors has created more than just a CRM — it has built an intelligent ecosystem that evolves in sync with the business. This experience serves as a roadmap for technological leadership for any company striving to scale in today's economy.
Про Banza
Banza is a leading vendor and top partner of Creatio. Leveraging a unique synergy of advanced technologies, low-code process management, and extensive industry experience, Banza empowers businesses to seamlessly implement digital transformation and drive innovation. The company's portfolio includes a wide range of completed projects, encompassing solutions for automating sales, banking, telecom, logistics, production processes, customer service, and more.
