Algorithms are increasingly shaping what we see, artificial intelligence is entering the advertising space, and audience trust is becoming more fragile. In this context, the first announced local panels of the Dani komunikacija festival open up a discussion on how influence is built today, who controls visibility, and where the boundaries lie between communication, perception, and reality.
Attention is becoming harder to retain, trust easier to lose, and technology is rapidly changing the rules of the game. The communications industry is increasingly raising questions that have no clear answers: who controls visibility today and what audiences actually reward. These are the themes addressed by the first local programme of Dani komunikacija, taking place from May 7 to 10 in Rovinj.
Sponsored Intelligence: The Next Ad Channel?
Following announcements about the introduction of advertising within AI platforms, the entry of advertising into conversational interfaces is no longer hypothetical. As user experience becomes part of the conversation, the logic of advertising is shifting, along with rules that have so far been familiar and relatively stable.
What will targeting, attribution, and control look like in such a system? Who gains visibility when answers are no longer the result of traditional search and when platforms themselves mediate information? These questions are explored in the panel Sponsored Intelligence: The Next Ad Channel?, featuring Fran Mubrin, Ivana Kulenović, and Zorin Radovančević, moderated by Božidar Abramović.
The PR & Comms Dilemma: Truth or Lie?
The line between facts and manipulation has never been thinner, and the communications industry increasingly operates in a space where truth is no longer the only measure of success. Disinformation, “alternative facts,” and AI-generated content further complicate the relationship between what is and what is perceived as truth.
In this context, questions of responsibility and adaptation arise. If audiences reward those who most effectively shape perception, what is the place of authenticity and does a clear boundary of professional ethics still exist? These issues are addressed in the panel The PR & Comms Dilemma: Truth or Lie?, moderated by Majda Žujo, with participants Damir Ciglar, Velibor Panić, and Violeta Colić.
Did Video Really Kill the Radio Star?
Radio rarely imposes itself, yet remains present in everyday routines and spaces where other media struggle to exist. This quiet presence makes it one of the few channels that still enjoys a high level of trust and sustained audience attention.
In a digital environment that favours visual and short-form content, the question arises of how radio maintains its relevance and role within communities. These topics are explored in the panel Did Video Really Kill the Radio Star?, moderated by Damir Jurjević, with participation from Boris Jokić and Korad Korlević.
Birthday or Stress Test? What Brand Anniversaries Reveal About Brands
Brand anniversaries in the local market are rarely just symbolic moments — more often they serve as a test of real relevance. Longevity alone is no longer enough; what matters more is how it is interpreted and communicated within a constantly evolving market context.
The panel Birthday or Stress Test? What Brand Anniversaries Reveal About Brands, powered by Studenac, offers perspectives on how brands use anniversaries to strengthen their position and as proof of resilience, but also readiness for change. The panel is moderated by Ida Prester, with Tatjana Spajić, Marcela Rukavina, Tamara Karagity, and Marko Janković.
What Croatia’s Biggest Podcasters Know That You Don’t
The podcast scene has long moved beyond the experimental phase and become a format capable of building a loyal audience without relying on algorithms. However, the gap between projects that endure and those that quickly disappear remains significant.
The panel What Croatia’s Biggest Podcasters Know That You Don’t explores editorial decisions, production, distribution, and monetisation, as well as what ultimately determines the long-term success of podcasts as a media format. The discussion is moderated by Krešimir Macan, with participants Vinko Mihaljević, Roko Kalafatić, Ratko Martinović, and Mia Biberović.
Through these panels, Dani komunikacija opens space for discussions on the issues shaping the industry. The focus is not on individual trends, but on broader processes that are changing how we communicate, build relationships with audiences, and make decisions.
Dani komunikacija will take place from May 7 to 10 in Rovinj, featuring international speakers and a diverse programme, alongside local content that addresses the specifics of the regional market and the context in which the industry operates.
