The event covered diverse topics, from AI applications in newsrooms to the secrets of the TikTok algorithm, reaching Generation Z, and the issues of absolute freedom in today’s digital media. This was just a portion of the discussions at the 12th Somo Borac, powered by Aleph, which remains the key annual event for professionals in the digital world.
In addition to an evening awards ceremony celebrating the best projects in the digital industry, this year’s event featured a full-day conference at the SC Cinema in Zagreb. It began with opening remarks from Ružica Vrdoljak Ličina, Executive Director of the Somo Borac Awards, and Ozren Kronja, Executive Director of the Croatian Digital Publishers Association (HUDI). Ivanka Mabić Gagić, Executive Director of Httpool by Aleph in Croatia, and Matej Lončarić, Head of Digital Business at CME Adria and President of HUDI, also welcomed the attendees.
Presentations and discussions followed, featuring top experts from international companies, agencies, and media on the current state and future of the digital world. Joško Mrndže, Google’s Adriatic Regional Director, emphasized the importance of understanding AI’s potential in his talk.
Joško Mindže
“There are legitimate scenarios where artificial intelligence may take over certain jobs currently done by humans. However, a UK study shows that 60% of the jobs we have today did not exist before 1940. Thus, new technologies will always generate new jobs, as human creativity remains our greatest asset,” Mrndže said.
Agnieszka Zamęcka, Business Partnership Manager for TikTok’s E-commerce Vertical, spoke about TikTok, the fastest-growing social platform globally. She noted that there are 1.7 million active monthly TikTok users in Croatia, with an average daily usage of 80 minutes – the length of an average movie. According to her, TikTok’s greatest strength is its community, capable of turning solo shopping into a shared experience.
Agnieszka Zamęcka
Following her lead, Liesbeth Nizet, Head of Future Audiences Monetization at Mediahuis Group, shared insights on connecting with Generation Z, noting that the average newspaper reader is now 70 years old.
Liesbeth Nizet
“Generation Z trusts influencers more than journalists. So, why don’t media outlets have their own content creators on social media? I know it’s challenging to change a newsroom filled with career journalists, but there’s a need to make room for influencers, who can share journalistic content with new audiences,” Nizet remarked.
Daniel Fazlić, Digital Development Director at Bloomberg Adria, agreed that media should not shy away from new technologies, pointing out that AI can already help automate several routine tasks for media professionals. Tasks like data analysis, transcribing interviews, and transforming articles into social media posts or videos can all be done faster and more efficiently by AI, allowing journalists to focus on investigative reporting.
The day concluded with a presentation by Galeb Nikačević Hasci-Jare, the creator of Agelast, one of the region’s most popular podcasts. He highlighted that in today’s digital world, the role of gatekeepers, once held by traditional media, has vanished. According to him, maximizing clicks and views has overshadowed quality content, making media more like attention merchants.
Galeb Nikačević
“Today’s media is mostly focused on shock and entertainment value, with the best headlines or images winning. This leaves us feeling surrounded by extremism, which pushes us toward foreign media for quality content. However, it turns out that our region also has intelligent and engaging voices. If you ignite curiosity in the audience and offer content that makes them feel smarter, they’ll trust and return to you,” Nikačević Hasci-Jare concluded, adding that there is no such thing as a boring topic – only boring speakers.
