What did Simon Cetin emphasize at the SKOJ conference?

Simon Cetin emphasized that artificial intelligence is no longer a technology of the future, but part of everyday communication practice. He encouraged communication professionals to use it responsibly, strategically and effectively.

Why are communication professionals well positioned to use artificial intelligence?

Communication professionals understand context, tone, audiences, objectives and storytelling, which makes them well equipped to guide artificial intelligence tools and critically evaluate their outputs.

Why did Simon Cetin say that communicators are the best prompt engineers?

According to Cetin, prompting is not merely a technical skill, but an extension of communication expertise. It requires the ability to ask the right questions, provide clear instructions and understand the communication context.

Does artificial intelligence replace communication professionals?

No. According to Simon Cetin, artificial intelligence does not replace communication professionals, but can help them gain better insights, unlock more creative space and focus on more strategic work.

iPROM news Archives

Simon Cetin at the SKOJ Conference in Portorož: Communicators Are the Best Prompt Engineers

04. 06. 2026

At the SKOJ public relations conference, held on Friday, 22 May, in Portorož, Simon Cetin, founder and partner at iPROM and founder of Retoba Lab, encouraged communication professionals to adopt a more confident, thoughtful and creative approach to using artificial intelligence.

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