This year, the largest Slovenian conference on technological trends and breakthrough ideas, Game Changer, opened a discussion on a range of contemporary topics. Among them was the future of the digital environment, where advanced technologies are reshaping how companies collect, manage, and use data. One of the speakers who contributed insights to the professional debate was Tomaž Tomšič, Head of iPROM Labs, who presented how advanced data ecosystems and first-party data help build safer and more reliable AI solutions.
The development of artificial intelligence is rapidly transforming business processes. It offers companies new opportunities while also increasing their responsibility for handling data. As data volumes and fragmentation continue to grow, challenges related to security, control, ownership, and compliance are becoming more complex. With the increasing use of cloud technologies, automation and other advanced solutions, a strategic approach to data management is becoming essential in every modern business environment.
The Game Changer Ljubljana 2025 conference also hosted an in-depth discussion on these challenges during a period of fast-paced AI development. The roundtable featured Tomaž Tomšič, Head of iPROM Labs; Matej Petrovčič, Executive Director and Co-founder of CRMT; and Saša Sodja, lawyer and partner at CMS Slovenia. The discussion was moderated by Primož Hvala.
Data management as the foundation of responsible AI use
All participants stressed that high-quality data processes are the foundation for introducing artificial intelligence into the advertising ecosystem. Tomaž Tomšič explained that iPROM processes third-party data from internet users and first-party data from clients through a universal data layer that enables the cleansing, structuring, and linking of data with users’ behavioural patterns. This approach creates anonymised data structures that support more relevant advertising content while ensuring full GDPR compliance.
Future regulation and AI access to data
The discussion also touched on forthcoming European initiatives that envisage a broader use of data for training artificial intelligence systems. Tomšič noted that such proposals could reshape the interpretation of GDPR and future approaches to personalisation and profiling. He emphasised that the new legislation would allow companies to create far more precise profiles, while also pointing out that it is already possible to build highly effective data models within current regulatory constraints.
Big Tech and the question of European competitiveness
Another key point of the discussion concerned the position of European companies compared with global platforms. According to Tomšič, large technology corporations leverage their extensive data systems, which places European providers under pressure to develop their own solutions and strengthen their independence from external ecosystems.
European data environments as the key to the future
In conclusion, Tomšič stressed that the future of digital advertising will be shaped by the development of European data environments and greater technological sovereignty. With its solutions, iPROM Labs actively contributes to the development of secure, reliable, and data-driven infrastructure that will support the advertising industry in the long term, particularly as artificial intelligence becomes a central component of advertising workflows.