At a time when artificial intelligence is being discussed more than ever, but often without clear frameworks, the need for serious dialogue, knowledge and a responsible approach is becoming essential. It is precisely in this space that the AI-D Institute operates today, a platform that does not view artificial intelligence merely as a technological trend, but as a social, business and cultural phenomenon that requires systemic understanding.
At its helm is Kaja Kovič, a director who brings to this role a rare combination of experience in journalism, marketing, public relations and technology. In recent years she has particularly profiled herself through covering AI trends as a journalist for Marketing magazin, as well as programme director of the DIGGIT conference, one of the key regional events at the intersection of marketing, technology and data. Her professional experience also includes work in the newsrooms of Siol.net, Delo and Svet kapitala, as well as in communication and marketing teams.
In the conversation that follows, we discuss the role of the AI-D Institute today, the responsibility of the industry, marketing in the AI era, but also how to preserve humanity, creativity and critical thinking at a time when artificial intelligence is increasingly becoming our everyday partner.
1. You took over the AI-D Institute at a time when artificial intelligence is being talked about more than ever before, but often without clear frameworks. What is the real role of the AI-D Institute in that space today?
The truth is that it was precisely this hype without head or tail that led to the establishment of the institute. We noticed that a lot was being said about artificial intelligence, but that conversations contained far more questions than answers. We decided to clarify the technology and the phenomenon and encourage the public to learn and strengthen their skills. Only empowered people can make smart and progressive decisions. The Institute therefore promotes responsible, inclusive and sustainability-oriented development of artificial intelligence. In doing so, we connect with scientists, professors, IT experts, decision-makers and business leaders. If Slovenia (and the region) missed a big opportunity during digitalisation, this time it will not. We are ready!
2. For years you wrote about artificial intelligence, analysed it and explained it to others. What fundamentally changed in your perception of artificial intelligence when you moved from the role of observer to someone who now participates in shaping frameworks and decisions?
I think exactly the same thing happened to me that would happen to anyone in my place. If earlier it seemed to me that I knew a lot, now it seems to me that I know nothing. As the ancient Greek philosopher Socrates said: “I know that I know nothing.” With that starting point I enter conversations, discussions and debates, and consequently I remain open to all new knowledge and information that the field of artificial intelligence brings. I personally do not shape frameworks, but I certainly know who the experts in different AI areas are and what their contribution is to regulation, technology and knowledge transfer, and in that way I guide them along paths toward people and the strengthening of knowledge and AI use.
3. If we look at the bigger picture today, what stage of artificial intelligence development are we currently in – closer to real transformation or still in the phase of learning how to ask the right questions?
People have been dealing with artificial intelligence for more than 30 years, but development has never been as exponentially fast as it is today. That means, in my view, that when it comes to development phases we are still before the halfway point, while the timeline currently suggests we are already well past halfway because the curve is rising ever more steeply. If trends continue, in the next ten years we will probably achieve once again more than in the last thirty years combined. Very large changes will occur that most people still cannot even imagine. Just as today everything is intertwined with digitalisation, in a few years everything will be intertwined with artificial intelligence; I am talking about all areas of life, from cars, music, factories, business, sport, food production, political activities, education and healthcare to everyday individual decisions. Artificial intelligence will no longer be just a tool in the background, but a conversational partner, adviser and creative partner that will co-create the way we work, communicate and understand the world around us. That is precisely why it is crucial that alongside development we preserve critical thinking, ethics and humanity.
4. Journalism taught you to ask questions, marketing to understand systems, and today you lead an institution with real social consequences. Which of those perspectives is most important to you today and why?
Definitely the last one. I have always approached my work very seriously and with dedication; being superficial truly is not “my thing”. In fact, I believe that (my) journalism also had real consequences in society, because through my work I in some way documented history, set new standards and sparked (sometimes even) breakthrough ideas. When I think about understanding systems, I must admit that I have always liked rethinking and weighing systems and trying to improve them. Since primary school! I like that I can co-create systems that our children will enjoy in the future, and I promise that while building those systems I will turn every brick three times and define what it is meant for and whether it truly belongs there.
5. In marketing, artificial intelligence is often presented as a solution for everything, while at the same time as a threat to existing roles. Where do you see its real value today, and where is the industry creating an illusion?
There is no room for broader debate here. Marketing without artificial intelligence will not exist. And very soon, perhaps as early as tomorrow. If you do not adopt AI tools and concepts, you will no longer exist. This does not negate human creativity, imagination, emotions and the flow of thought, far from it. Just as photography moved from the darkroom to the digital studio; the idea remains human, while the process becomes more efficient. I am glad technology is developing because marketing offices simply cannot function without it anymore. At the same time, I strongly insist that in our free time we cultivate as many “old-school” activities as possible, from dancing and walks, playing old records, classic face-to-face conversation, listening to birdsong, to reading, drawing and writing by hand.
6. When artificial intelligence influences targeting, messaging and consumer decision-making, responsibility in practice often becomes diluted between agencies, brands and the platforms that develop these systems. Where should a clear line of responsibility exist today?
The AI-D Institute aims to create a society made up of responsible individuals (which is why we also accept private individuals as members), who will not need to have responsibility assigned based on whether they are a client, agency, IT expert or photographer. Responsibility belongs to all of us, which is why education about AI is necessary for everyone, starting from the earliest age.
7. If we step away from everyday AI hype, what is one decision the marketing industry in our region should make in the coming year so that artificial intelligence does not remain only a tool for short-term efficiency?
It is true that AI is already being used quite a lot in marketing work today, but still very superficially. This happened because the marketing sector is very receptive to novelties, which is an excellent trait. On the other hand, that very openness can lead to quick satisfaction and not going further. That would be a major mistake, because precisely in this industry there is enormous potential for improving work processes, customer experience, brand positioning and strategic decision-making. AI does not only mean automation, it opens space for more thoughtful creativity, more precise audience understanding and the development of new, hybrid approaches to building relationships between brands and people.
