Simon Cetin, founder and partner at the company iPROM and founder and head of the Retoba lab, spoke with the Slovenian Marketing Association about the future of marketing in the era of artificial intelligence. In the interview, he emphasized that artificial intelligence (AI) is no longer just a tool for boosting efficiency, but a strategic partner in thinking, creating, and decision-making. He shared his insights on how AI will reshape marketing practices and what opportunities and responsibilities arise for companies and individuals alike.
Cetin stresses that we are witnessing a paradigm shift—AI is becoming the infrastructure of intellectual work. According to him, examples like DeepSeek demonstrate that even small teams with a clear vision and thoughtful strategy can create revolutionary solutions. The key is no longer in developing complex models, but in integrating them smartly, efficiently, and responsibly into daily workflows.
“DeepSeek proves that it’s possible to build powerful systems with smaller investments if you have a clear goal, a precise strategy, and the courage to step outside the box,” Cetin explains.
The turning point came when he realized that AI was no longer just a tool for automating tasks, but a means to expand ways of thinking. With a well-crafted prompt, AI can generate strategy, structure, and systems. In his view, the prompt is becoming a new form of intellectual property—one that will play a crucial role in the future of creative and strategic work.
At Retoba Lab, the focus is on exploring how AI can truly support managerial decision-making, efficient team collaboration, and the development of new products and services. They are researching how AI can help leadership offload routine tasks, improve team dynamics, and enable organizations to adapt more quickly to environmental changes.
“We are experimenting with decision-making models, personalized AI applications, and the development of data products that support strategic decisions and the creation of new solutions. At the same time, we are actively exploring how AI can become more human—not just efficient, but also empathetic,” Cetin emphasizes.
According to him, Retoba is also placing great importance on testing safety mechanisms and building trust between users and systems.
Cetin underscores that companies can no longer afford to wait. Preparing for the future is not a technical issue—it’s a strategic one.
“They have to start with themselves. Preparing for AI is not a technical matter, but a strategic and cultural one,” he asserts.
Companies should enable experimentation with AI tools, encourage rapid learning, and identify opportunities for personalization and improved customer experience. At iPROM, AI is already being used today to manage digital campaigns and support strategic decision-making, with the help of an in-house AI assistant that simulates market scenarios, analyzes data, and advises on resource allocation.
“AI is no longer an experiment—it’s a foundation. That means faster decision-making, less guesswork, and more clarity in everyday operations,” says Cetin.
Ethics, he adds, is a key component in the development of AI. Systems that impact human lives (in hiring, lending, or healthcare) must be explainable, repairable, and supervised. Ethics must be embedded in the very architecture of the system—not treated as an add-on.
The conversation with Tanja Kavran, Executive Director of the Slovenian Marketing Association, also provided insight into Cetin’s vision of the human role in the age of AI. He firmly believes that humans will remain the essential link, responsible for judgment, evaluation, and creation. He advises young people to become creators of the future—not just its users—and to develop courage, the ability to collaborate with AI, and a systems-thinking mindset.
The full interview was originally published on the Slovenian Marketing Association’s website in the article Prompt je intelektualna lastnina prihodnosti and in Finance under the title Umetna inteligenca je katalizator za rešitve
