Prompt je intelektualna lastnina prihodnosti - iPROM - Mnenja strokovnjakov - Simon Cetin

“Prompt is the intellectual property of the future.”

Simon Cetin

Simon Cetin, founder and partner at iPROM and founder and head of the Retoba laboratory, spoke with the Slovenian Marketing Association about the future of marketing in the age of artificial intelligence. In the interview, he emphasized that artificial intelligence (AI) is no longer merely a tool for increasing efficiency, but a strategic interlocutor in thinking, creating, and decision-making. He shared his insights with the Slovenian Marketing Association on how AI will reshape marketing practices and what opportunities and responsibilities this transformation brings for companies and individuals.

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Why is digital advertising investment in 2025 a mirror of a company's strategic maturity - iPROM - Expert opinions - Leon Brenčič

Why is digital advertising investment in 2025 a mirror of a company’s strategic maturity?

Leon Brenčič

Today, the question is no longer whether to advertise on digital channels, but whether to do so as a first and deliberate strategic choice. The focus has shifted from justifying digital advertising to evaluating the maturity and targeting of the digital approach. Businesses that do not yet recognise the importance of digital today risk losing visibility, market presence, and effectiveness tomorrow. Although market conditions are unpredictable and change rapidly, digital advertising remains a rare constant. Its value is not derived from its current popularity, but from its ability to connect data sources, advanced technologies and business objectives in real time. Compared to traditional channels, digital advertising offers faster response times, a higher degree of flexibility and more precise targeting. Today, it is a key tool for resilience and long-term growth.

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Display advertising in 2025: a tactic refreshed by first-party  - iPROM - Expert opinons - Andrej Ivanec

Display advertising in 2025: a tactic refreshed by first-party

Andrej Ivanec

Display advertising will remain the dominant form of digital advertising in 2025. Today, its role is reinforced by first-party data, artificial intelligence and new technological capabilities. Advertisers are increasingly using enriched data, predictive analytics and AI tools to segment audiences, dynamically adapt creatives and optimise media budgets in real time. This combination allows display advertising to function as a precisely targeted, measurable and effective tactic within the modern digital media ecosystem.

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Why are companies still not using first-party data, even though they know it is the future of digital advertising? - iPROM - Expert opinions - Miloš Suša

Why are companies still not using first-party data, even though they know it is the future of digital advertising?

Miloš Suša

In the digital age, data is no longer just a support tool – it lies at the heart of business decisions. In digital advertising in particular, success increasingly depends on the quality of data. Among all types, first-party data is a stand-out. This is the data that companies collect directly from users through their own channels, such as websites, mobile apps or emails. Because it’s obtained transparently and legally from a direct source, it is considered the most reliable insight into users’ needs, behaviours and intentions. And yet – although many companies are aware of this – steps towards the active use of first-party data often remain unmade.

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