Anna Ivanova Takes Helm of Rambler Internet Holding

This means the strategy will not change — it will accelerate. The logical conclusion for the holding's advertisers and partners: prepare for a further restructuring of user scenarios around conversational formats, rather than classic search and feeds.

Who Is Anna Ivanova?

Ivanova has worked in the media industry for more than 25 years. Her career unfolded as follows:

• she began at news outlets and in television;
• she spent seven years at the news aggregator SMI2, including as CEO;
• in 2019, she became director of digital strategy and communications in the internet marketing department of the Rambler&Co media holding;
• she then became executive director of the Rambler portal.

Her managerial profile combines editorial, aggregation, and technology experience. This is precisely the background needed for the task Ivanova sets for herself: building the "media of the future."

Rambler Is Moving Toward the Agent Economy

Tatiana Dobrokhvalova, senior vice president of Sber and head of the entertainment industry division, offered her take on what is happening at the holding. According to her, Rambler was the first in media to build a portal around a model where the user doesn't search, but asks and receives a ready-made solution.

"This is precisely the movement toward the agent economy: technologies take over the routine, freeing up time for life," Dobrokhvalova said.

A reminder of the context. In December 2024, the media holding announced a relaunch of Rambler with the integration of the GigaChat neural network model. Users gained access to AI digests of current news and contextual hints for refining information.

What to Watch Next

Ivanova's appointment logically closes the management loop of the relaunch. The technological foundation is already in place — GigaChat is built into the interface, and digests and hints are operational. Now the holding must demonstrate that the conversational model can retain and grow an audience, not just generate news hooks.

For competitors, this is also a marker: the race for AI media in the Russian segment has moved from the pilot stage to the stage of operational management. Top managers with 25 years of media experience and real ML cases under their belts are currently the scarcest resource in this market.