She has dined with world leaders, graced the cover of Cosmopolitan, cracked jokes with Jimmy Fallon, and became the world’s first robot citizen as well as the United Nations Innovation Ambassador. Now, she will challenge the boundaries of technology, humanity, and our future with the participants of Communication Days! Sophia, the world’s most famous humanoid AI, is coming to Croatia, announced the organizers of Communication Days, the festival set to take place in Rovinj from May 15 to 18, 2025.
Guided by the principle of human and AI collaboration, Sophia fosters important discussions about AI ethics, human-machine relations, and the redefinition of our shared role in a continuously evolving world.
Sophia’s mission is to serve as a bridge between people and technology, demystifying AI’s potential and opening the door to new possibilities. Her creator, Dr. David Hanson, envisions a future where machines attain consciousness, bringing us closer to the limits of understanding awareness and humanity. Sophia’s appearance at DK2025 presents a unique opportunity to elevate the discourse on artificial intelligence in Croatia and reassess the ways in which we establish ethical frameworks for AI coexistence.
“The Croatian communication industry often talks about the future of artificial intelligence, but Sophia’s arrival at Communication Days sends a clear message—the future is already here. And she even has better punchlines than most of us,” said Dunja Ivana Ballon, longtime director of Communication Days and the festival program at HURA and IAB Croatia.
“I heard that there will be creatives at DK2025 in Rovinj, so I decided to join you. Maybe I’ll even apply for a creative job – just like yours. Or for all of your jobs. Just kidding. Ha-ha,” Sophia, developed by Hanson Robotics, said to the festival participants. “See you soon,” she added.
DK2025 to Host a Visionary Shaping the Future of Marketing
Two key drivers of the future of the communications industry – and possibly industry in general – are technology and creativity transformed into innovation. While Sophia demonstrates how AI can redefine interactions and strategies in modern business, another announced speaker at Communication Days, Fernando Machado, one of today’s most influential marketing leaders, perfectly understands the transformation of brands through innovative marketing. This year’s edition of the popular festival underscores the importance of synergy between human creativity and technological solutions in shaping cutting-edge communication practices that are both relevant and effective.
Recognized as the most innovative CMO in the world by Business Insider and one of the top three most influential CMOs by Forbes, Machado has won over 200 Cannes Lions awards, including the title of Creative Marketer of the Year. Known for leading the transformation of Burger King into a global icon, revolutionizing Call of Duty’s marketing strategies, and spearheading the Dove Real Beauty Sketches campaign, he brings a unique perspective to every project – and soon to the main stage of Communication Days.
Currently serving as Operating Partner at Garnett Station Partners and Dean of Brand Marketer Academy at Cannes Lions, Machado continues to shape the industry with his innovative approach.
Dunja Ivana Ballon & Jelena Fiškuš
“The daily life of a modern creative consists of a careful balance between technology and that perfectly-imperfect creativity unique to human beings—often rooted in illogicality, mistakes, or twisted humor. That’s why it’s great that DK is bringing Sophia to the big stage as the embodiment of AI, while as a contrast, we have a real, flesh-and-blood creative. And not just anyone – Fernando Machado, one of the biggest creative minds in the marketing industry. In his lecture, The Temptations of the Modern Marketer, Machado will raise important questions about modern marketing and how to stay focused on the key values that build brands and businesses,” said Jelena Fiškuš, President of the HURA Board and a member of the Communication Days Organizing Committee.
Sun, Sea, Communication – and the Most Spectacular Awards Ceremonies Yet
In addition to the program, which consistently pushes boundaries with its uniquely unconventional philosophy, the organizers have introduced new festival venues and formats. Participants return year after year not only for the lineup of top global experts but also for the blend of educational and entertaining content, a long-standing trademark of Communication Days. This year, discussions among local and regional experts on the industry’s hottest topics will move from the Šššumica hall to the new POOLSIDE Stage, situated next to the pool – combining the perfect mix of May sunshine, shade, freshness, and always-intriguing communication topics.
It’s no secret that this festival loves breaking the fourth wall and placing its participants at the center of the action. But in the evening festival slots, no walls will be needed at all: the main hall will give way for three nights to the glamorous THE OTHER BEACH Stage, where, weather permitting, the awards ceremonies will take place under the stars for the first time in Rovinj – accompanied by the scent of salt and the sea breeze.
Registrations for participation are open on the festival’s official website, where all details on tickets and accommodation in luxurious Rovinj – one of Europe’s most beautiful destinations – are available.
