AI agents are entering business processes, smart glasses are once again trying to find their place among consumers, while technologies that until recently belonged to futuristic scenarios are increasingly becoming concrete products and business models. The question is therefore no longer only what marketing will look like in 2036, but which of these changes will reach the Croatian market much sooner.
That will be the focus of the panel Marketing from 2036: What Is Coming Sooner Than We Think?, which IAB Croatia is bringing to the sixth Split Tech City Festival on September 4 at the Žnjan Amphitheatre in Split.
Humanoid robots, chips under the skin, digital twins and autonomous cars will be among the global technology signals that the panel participants will examine from a marketing perspective. The focus will not be on imagining a single campaign from the future, but on determining which of the developments taking shape today could genuinely change the way brands communicate and do business.
The topic will be discussed from three different perspectives by Davor Bruketa, founder and Chief Creative Officer of Bruketa&, Ivana Prakiš, Country Director of Coob Ads Croatia, and Dunja Ivana Ballon, Director of HURA and IAB Croatia and Dani komunikacija.
Bruketa will approach the discussion from the perspective of creativity, brands and business transformation, drawing on three decades of experience working on projects that connect strategy, design, technology and communications.
Prakiš brings the perspective of digital advertising and global technology platforms, following more than a decade of experience at companies including Google and L’Oréal, while Ballon will offer a broader view of the development of the communications and digital market and the changes already affecting the way the industry operates.
The panel will seek to answer several practical questions behind all the predictions about the future: which technologies will truly change marketing, which global trends have a realistic chance of taking hold in Croatia, who will feel their effects first, and how the industry can prepare for them while they are still emerging.
Split Tech City Festival will take place on September 4 at the Žnjan Amphitheatre in Split, with more information available on the festival’s official website.
