At the iPROM Brunch Academy event, experts in marketing, communications and market research presented how first-party data, artificial intelligence, conversational interfaces and advanced campaign measurement are becoming the foundation of modern, more relevant and efficient marketing.

Digital marketing and advertising are entering a new phase. Success is no longer determined solely by reach, clicks and traditional campaign optimisation metrics. Instead, the focus is shifting towards systems capable of transforming data into decisions, content into dialogue and communication into measurable business impact.

This was the central message of the iPROM Brunch Academy, held in Smlednik on 23 April. Organised by iPROM, the event brought together experts from various industries, with insights and case studies from Gregor Draksler, Ksenija Žnidaršič Butara, Dominika Podobnik, Katarina Pivk Kreft, Neli Z. Koren and Miloš Suša.

The key takeaway from the event was clear: the future of marketing does not lie in a single tool, but in the integration of data, technology, creativity and user understanding. First-party data is becoming the strategic infrastructure, artificial intelligence the operational decision-making layer, and conversational interfaces a new form of interaction between brands and users

The broader significance of the presented practices is also reflected in their international recognition. At the Digital Communication Awards 2025, Kotányi AI Chef received a gold award in the AI Communications & Content Creation category, while Ljubljana Airport FLY took third place in the AI Strategy & Analytics category. At the MIXX Awards Europe 2025, three showcased projects, Ljubljana Airport FLY 2.0, SPAR Tailormade and Kotányi AI Chef, received silver awards, demonstrating how first-party data, artificial intelligence and technologically independent advertising solutions can be combined into efficient communication models. The virtual AI ambassador for the new Peugeot 2008 also won the Peugeot Awards 2024 in the Disruptive Practices category and became a finalist at the European Excellence Awards 2024 in the Automotive category and AI in Communication category.

First-Party Data as the Foundation of Competitive Advantage

Ksenija Žnidaršič Butara, Head of Market Research at SPAR Slovenia, presented how the role of data in marketing is evolving from a supporting tool into a core strategic asset. Companies are increasingly recognising that data obtained through global platforms often does not provide long-term control over customer insights. As a result, the systematic collection and management of first-party data are becoming essential.

This enables companies to combine user signals -from website behaviour to responses to advertising content – within their own data environment. There, the data is structured, processed and used to build more precise audience segments and more relevant communication.

Using the SPAR Tailormade model as an example, she demonstrated how a loyalty programme can become the foundation for better understanding shopping habits and delivering personalised customer engagement. Such an approach not only improves the customer experience but also directly impacts business results. The platform generated €6 million in additional revenue and nearly €1 million in profit for the company.

International awards further confirm that SPAR Tailormade goes beyond the scope of an individual campaign. The solution, developed in partnership between iPROM and SPAR Slovenia, received a silver award in the Retail & Commerce Media category at MIXX Awards Europe 2025. It is based on integrating online and offline purchase data, loyalty programme information, CRM system data, e-commerce and proprietary data infrastructure, powered by the iPROM Private DMP.

Artificial Intelligence as the Operational Layer of Marketing

Dominika Podobnik, Communications Specialist at Fraport Slovenia, presented how artificial intelligence is transforming media buying and advertising optimisation. Using the Ljubljana Airport FLY 2.0 display advertising platform, developed in collaboration with iPROM, she demonstrated how a reinforcement learning-based system can test different combinations of messages, formats and timing placements in real time.

Such a system brings advertising closer to the logic of investment decision-making. Budgets are no longer allocated solely on the basis of predefined rules, but according to conversion probability and the business impact of individual activities. The keyvalue of this approach lies in its measurability, as it enables a clearer connection between advertising and actual business results.

In 2024, Fraport Slovenia sold more than 29,000 airline tickets for low-cost flights departing from Ljubljana Airport. After integrating reinforcement learning-based artificial intelligence into the media buying process through the Ljubljana Airport FLY platform, the company recorded approximately 30% higher efficiency, increased conversions and lower costs.

International recognition confirms that the solution is important not only in terms of automation, but also in terms of data independence and business efficiency. Ljubljana Airport FLY 2.0 received a silver award in the Predictive Analytics & Audience Intelligence category at MIXX Awards Europe 2025 and third place in the AI Strategy and Analytics category at the Digital Communication Awards 2025.

From Information Search to Conversations with Brands

Katarina Pivk Kreft, Director of Kotányi Slovenia, highlighted the transition from traditional search logic to conversational interaction. Today’s users no longer search solelyfor information. They expect understanding, explanations and content tailored to their specific questions.

In this context, conversational interfaces are becoming an important new touchpoint between brands and users. Kotányi AI Chef, a digital culinary assistant developed by Simon Cetin, Head of Retoba Lab and founder and partner at iPROM, in collaboration with the Kotányi Slovenia team, acts as a content channel, advisor and extension of the brand identity. It does not merely provide answers but establishes dialogue with users, understands the context of their questions and assists them in everyday decision-making.

Kotányi AI Chef demonstrates how conversational artificial intelligence can be combined with proprietary brand content, user intent analysis and empathetic personalisation.

The solution has already facilitated more than 25,000 conversations, with approximately 40% of interactions being emotionally driven. Retoba PulseDialog technology also enables conversational analysis, helping the brand better understand user needs and develop new products.

The international jury recognised this shift on two levels. Kotányi AI Chef received the gold award in the AI Communications & Content Creation category at the Digital Communication Awards 2025 and a silver award in the Next-Gen Tech Activation Campaign category at MIXX Awards Europe 2025. In both cases, the same principle stood out: artificial intelligence creates the greatest value when embedded within a clear brand identity, verifiable data and a relevant user experience.

Conversational Marketing in the Automotive Industry

Gregor Draksler, Marketing Director at P Automobili Import and Brand Manager at Emil Frey Group, presented the use of conversational systems in the automotive industry. The focus was not only on technological aspects but primarily on how such systems can improve the user experience and provide companies with better insights into customer expectations.

For the Peugeot 2008 and 3008 models, conversational interfaces help users explore vehicle models, while the broader conversational marketing strategy also includes the implementation of a conversational assistant for the Leapmotor brand. The value of these solutions lies in the fact that users do not often ask about technical specifications only but about practical aspects of the vehicle, such as comfort, functionality, practicality and everyday usability.

This part of the iPROM Academy was also supported by internationally recognised best practices. The virtual AI ambassador for the new Peugeot 2008, developed in collaboration between Retoba Lab and Peugeot Slovenia, won the Disruptive Practices category at the Peugeot Awards 2024 . The project was selected from among 140 Peugeot branches worldwide and also became a finalist at the European Excellence Awards 2024 in the Automotive and AI in Communication categories. The project was led by Simon Cetin, Head of Retoba Lab and founder and partner at iPROM, together with Gregor Draksler, Advertising and Marketing Director at Emil Frey Group and Marketing Director at Peugeot Slovenia.

These examples show that conversational systems are no longer experiments at the edges of digital marketing. They are becoming part of the brand’s sales, communication and data ecosystem. At the same time, they require a clear organisational structure, content governance and continuous updates. They are not a one-time implementation, but a living system evolving together with users and the brand.

Brand Lift as the Bridge Between Branding and Business Efficiency

Neli Z. Koren, Marketing Specialist at Mlekarna Celeia, and Miloš Suša, Director of iPROM, discussed the measurement of campaign impact on brand perception. They highlighted that marketing is increasingly moving away from focusing solely on operational metrics, such as impressions and clicks, towards understanding the actual impact of communication on users.

Brand lift enables insights into changes in brand awareness, perception, affinity and purchase intent. With modern data approaches and the use of first-party data, these effects can be measured more precisely and linked to actual user behaviour.

This means that branding is no longer separated from business outcomes. The connection between changes in perception, purchase intent and actual conversions is becoming crucial. Only such a comprehensive perspective enables a relevant evaluation of campaign effectiveness and strengthens marketing’s role as a strategic business function.

The Future of Marketing Is a Data-Driven Dialogue

The iPROM Academy demonstrated that marketing is shifting from campaigns to systems. Companies that want to remain relevant will need to integrate data, artificial intelligence, content, conversational interfaces and campaign measurement into a comprehensive communication infrastructure.

The key transformation is not only technological but above all conceptual. Marketing is evolving from one-way communication into dialogue based on understanding the user, their needs and their context. In an environment where attention is a limited resource and user expectations continue to increase, competitive advantage will belong to companies capable of creating communication that is precise, responsible and measurable.

In this sense, the examples presented at the iPROM Academy are more than a showcase of individual solutions. SPAR Tailormade demonstrates how proprietary data can become the foundation for more relevant customer engagement. Ljubljana Airport FLY 2.0 proves that artificial intelligence can directly improve media-buying efficiency. Kotányi AI Chef, together with Peugeot’s AI ambassadors and the Leapmotor ambassador, opens a new chapter in conversational marketing, where brands no longer simply speak to users, but establish meaningful, measurable and data-driven interactions with them.

This is where the future of digital marketing lies: at the intersection of data, artificial intelligence, responsible technology and strategic brand understanding. It is no longer only a question of advertising efficiency. It is a question of long-term business relevance in the digital environment.