How GenAI is driving the art of the possible

Baker Hughes and EPAM collaborate to produce Generative AI (GenAI) assistants to supercharge productivity. Even better: it’s a repeatable framework. 

The theme of the 2025 Baker Hughes Annual Meeting (BHAM) in Florence was Progress @ Scale. This year an interactive digital assistant was there to give attendees a glimpse into how AI is revolutionizing the way businesses interact with their customers and their own teams. JenAii™ (Joint EPAM Natural AI Interface)​ -- pronounced Jenny -- is EPAM’s Digital Assistant, powered by Large Language Models (LLMs) and Conversational Interfaces.  “JenAii is a hyper-realistic virtual assistant – instead of a chatbot you interact with a friendly face,” explains Boris Shnayder, Senior Vice President, Co-Head of Global Business at EPAM, a leading digital transformation services and product engineering company, the digital parent of JenAii.

JenAii is cloud-service provider (CSP) agnostic and can be integrated into existing customer relationship solutions or trained up on specific data and terminology. It can also learn to converse using industry jargon. For BHAM, JenAii was trained on a broad range of content, including the agenda for the event, key Baker Hughes technologies, and content recommendations from the Energy Forward website. 

Operating from interactive kiosks the friendly virtual assistant was on hand – or more accurately onscreen – to answer questions about the meeting’s sessions and a range of Baker Hughes solutions in more than 100 languages.

“JenAii has a lot of use cases – we created it for customers who’d like a visual experience when interacting with GenAI,” explains EPAM’s Boris Shnayder. “We thought it would take the Annual Meeting up a notch by taking participants into the art of the possible and what the future of Baker Hughes products could look like if they have a visual GenAI digital assistant guiding them.”

For its BHAM outing JenAii had also been trained on workflows for Baker Hughes products including automated field production solution Leucipa™ and asset performance management suite Cordant™. 

“JenAii could guide customers through common workflows, and they could even ask it questions about a particular asset, field or well. JenAii talked them through what she’s still learning, what she knows and understands now,” says Shnayder. “She then simulated taking action on behalf of the customer on a particular question. She’d say, ‘Based upon this data, this is what I recommend’. The customer could say, ‘Go ahead and implement’ and JenAii would say ‘OK right away’. The human is still very much in the loop and interacting with a very advanced digital assistant which is going to analyze, execute and help you understand the situation in real time.” 

But when it comes to AI, EPAM and Baker Hughes are doing more than just exploring the art of the possible; they are collaborating on active projects to bring these technology-driven use cases to life, delivering meaningful, immediate value. 

Leveraging GenAI to increase productivity 

Over the past year Baker Hughes collaborated with EPAM and Amazon Web Services (AWS) on projects to leverage AI and GenAI’s potential to improve productivity. The three companies originally collaborated on building Leucipa, the industry leading AI powered production optimization solution. They wanted to build on this success by creating GenAI-powered digital assistants, bringing together the Baker Hughes industry know-how, the AWS GenAI toolkit, and EPAM’s deep expertise in this space. 

The goal was to leverage the best LLMs available on the market to unlock higher productivity for Baker Hughes and its customers. “Baker Hughes wanted to prove out the value of a use case of GenAI and EPAM has an approach to execute these GenAI projects quickly,” says Shnayder. “We work to understand what’s possible, quickly do a proof-of-concept, articulate the value and determine how to scale it for an actual working production use case. We quickly aligned on a couple of potential use cases that we could begin to trial out.”

This collaboration has delivered two GenAI digital assistants that are now being rolled out into the real world. Progress @ Scale is being served, too – there is now a repeatable framework to build more GenAI assistants across the business.

Of the two that Baker Hughes, EPAM and AWS collaborated on, one has been nicknamed ‘Flow’ and is designed to improve the support of critical artificial lift systems that most oil and gas wells rely on for production. “We wanted to build a GenAI assistant to help field personnel answer common questions that happen around artificial lift equipment,” says Shnayder.

Flow, the GenAI assistant, can’t answer every question and it doesn’t replace the human engineers, rather it frees up time for them. Shnayder says it was a quick journey to build the business case that this would drive value for both Baker Hughes and its customers. 

EPAM guided Baker Hughes on the GenAI journey for Leucipa. “They helped us to build a technical stack around AI and showed us the fundamentals of an LLM program,” says James Brady, Chief Digital Officer Oilfield Services & Equipment (OFSE) with Baker Hughes. “They’ve really nurtured us on how to build it at scale. Our ambitions for Leucipa are large, we expect it to transform the oil and gas industry. There were all the great buzzwords around the insights and actions and intelligence GenAI could bring our industry, but it had never been done before. EPAM has been instrumental in us turning this into a reality.”

The importance of partnership to drive digital innovation

The partners commenced this project at the time when the buzz around LLMs and AI was high across industry – there was plenty of experimentation but few signs of genuine traction. “AI is moving extremely fast, and you need a partner that can move at your pace to keep your technology advancing but also ensure there’s a structure to keep you on track, and we got that combination from EPAM,” says Brady.

“We partnered with EPAM to show us what was needed to build out digital solutions at scale,” says Brady. “EPAM helped us to build our automation field production solution Leucipa – they showed us how to build a technology stack and an architecture that would allow us to offer something new at scale to our industry.” 

“We’re very proud of our partnership with Baker Hughes,” says Shnayder. “Last December Baker Hughes CEO Lorenzo Simonelli asked me to give him an assessment on how EPAM finds it to work with Baker Hughes from a digital perspective. I told him, ‘The first thing that comes to mind is that Baker Hughes is filled with people who are willing to explore emerging technologies and push the boundaries on what is possible. As technologists, we struggle sometimes to get our customers to get out of their box and have the desire to explore. The Baker Hughes team is always willing to try out our big ideas and that’s something we love. We at EPAM see Baker Hughes as an incubator for energy technology because they’re willing to take that journey with us – we’ve all learned a lot from this partnership.”