When more teams use the same AI tools, the speed at which they get answers becomes less of an advantage. For agencies, marketing teams and companies developing products, what matters more is what they do before and after that answer: how they frame the problem, how many different directions they explore and what criteria they use to choose an idea.
These questions will be the focus of the first UEPS Masterclass, organized by the Serbian Association of Market Communications on October 20 at Belgrade’s MTS Hall. The program brings together Dave Birss, an author and speaker whose work focuses on creative thinking, innovation and the use of AI tools, and Boris Šurija, who will discuss patterns in artificial intelligence responses.
Across two sessions, Birss will show how to explore more creative directions, guide the tool more precisely and assess which idea can address a real business problem. More than 1.5 million professionals have taken his courses on LinkedIn Learning, and he is the author of Iconic Advantage, How to Get to Great Ideas, A User Guide to the Creative Mind and Friction.
Šurija’s talk, AI Psychology, will address the tendency of AI tools to confirm users’ assumptions and offer safe, predictable answers. He will also discuss which techniques can help teams move beyond those patterns.
After the talks, Birss will lead a workshop on human and AI creative thinking for a group of approximately 20 participants. The work will focus on specific creative and business challenges, as well as methods participants can apply within their teams.
The program is intended for people working in creative, digital, PR and media agencies, marketing, IT companies, startups, product development teams and other fields where ideas are turned into decisions every day. Participants can register for the talks or for the full-day program, which includes the workshop. More information about the program and registration is available on the UEPS website.
