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.
The panel discussion featuring Simon Cetin of Retoba Lab and Daniel Fazlić was moderated by Kaja Kovič, director of AI-D.
During the discussion, Cetin emphasized that artificial intelligence is no longer a technology of the future, but an integral part of modern communication practices. In his view, the key question today is no longer whether we will use artificial intelligence, but how responsibly, strategically and effectively we will integrate it into our work.
He highlighted that communication professionals have a unique advantage when it comes to using artificial intelligence, as they understand context, tone of communication, audiences and the power of storytelling. According to Cetin, the ability to ask the right questions, provide clear guidance and critically evaluate outputs is becoming one of the most important competencies in the era of generative artificial intelligence
“Communication professionals are the best prompt engineers,” Cetin stressed.
He added that prompting is not merely a technical skill, but an extension of core communication expertise that combines an understanding of objectives, audiences and communication context.
According to Cetin, artificial intelligence is not replacing communication professionals. Instead, it can help them gain deeper insights, unlock more creative space and focus on more strategic work.
Key words:
- AEO Answer Engine Optimization
- ASO – AI Search Optimization
- GEO – Generative Engine Optimization
- GSO – Generative Search Optimization
- ZCO – Zero Click Optimization
- AIVO – AI Visibility Optimization
- CO – Citation Optimization
- CSO – Conversational Search Optimization