This year’s 30th anniversary edition of the Slovenian Marketing Conference (SMK) delivered standout moments and sparked both intellectual and creative inspiration. Known for its rich program, expert content, diversity of topics, and forward-thinking ideas, SMK continues to set itself apart from other industry events. Following the conference, the Slovenian Marketing Association published a comprehensive summary highlighting the key themes of this year's gathering. Among the speakers were two members of the iPROM team: Simon Cetin, founder and partner at iPROM and head of the Retoba Lab, and Anže Hribar, director of analytics at iPROM.
Simon Cetin took part in a panel discussion with Rok Hladnik, founder and director of the agency Flat Circle, moderated by Primož Hvala. He spoke about the transformation of work in digital environments and the accelerating pace of change driven by artificial intelligence (AI). Cetin emphasized that AI now enables individuals to perform tasks that previously required the expertise of several professionals. He sees this not only as a boost in efficiency but, more importantly, as a shift in the role of technology in organizations – where humans provide direction and machines execute.
He emphasized the use of personal AI assistants, which he personally trains to support team leadership and internal processes related to AI implementation. He presented the example of a central AI assistant introduced at iPROM, which manages a range of specialized digital assistants, enabling a modular and decentralized operational model.
“The ideal time to experiment with and adopt AI assistants was probably last year – today, it’s a necessity. The greatest value now isn’t just the idea but the prompt created by people. In this era of rapid change, the real capital lies in the time someone is willing to invest in understanding, experimenting with, and learning to use AI tools. Those who can do this are building the equity of the future,” Cetin said.
In his presentation, Anže Hribar, director of analytics at iPROM, noted that the rise of AI has made technologies that were once reserved for large corporations accessible to everyone. He offered three practical approaches for successfully integrating AI into analytics and marketing workflows. He recommended forming an internal AI test team, using AI to assist with reporting, and experimenting with specialized tools designed to address specific business challenges.
In his view, AI technologies can be integrated into existing systems without major structural changes. What matters most is knowing what we want to understand, being able to ask the right questions, and interpreting results within the proper context. His presentation underscored the importance of a strategic approach to data and AI as tools for enhancing efficiency and creating business value at all levels.
For more insights from the event, read the full recap of the 30th Slovenian Marketing Conference, published by the Slovenian Marketing Association: Courage Is Part of the Marketing DNA.