Represent Communications is launching AI Studio, a new department dedicated to the systematic application of artificial intelligence in communications, digital campaigns and content production – with clearly defined standards of quality, security and transparency. Lazar Jovanović, Chief Digital & AI Officer (CDAIO) of Represent System, has been appointed Head of AI Studio and will lead the development of the operational model and the scaling of AI practices across teams within the agency.
Why AI Studio and why now?
The communications industry is entering a phase where “AI as a tool” is no longer sufficient. The latest research shows that AI adoption is widespread, but scaling and proving impact remain a challenge – creating space for teams that can turn AI into process, quality and results, rather than just speed. McKinsey, in its “State of AI” 2025 report, highlights the growth of organizations using AI in at least one business function, while also noting that many have yet to elevate these technologies to a level that delivers stable, measurable impact.
During 2025, the global communications and marketing market entered a new phase, shifting from ad-hoc use of AI tools to structural, “AI-native” operating models. Industry examples show that agencies and brands are increasingly organizing around teams that combine strategy, creative production and automated workflows – not to replace people, but to accelerate iterations, improve consistency and increase delivery efficiency.
What is Represent AI Studio?
AI Studio is an internal department within Represent Communications that connects strategy, creative, content, data/analytics and operational automation, with the goal of using AI in a controlled, repeatable way without compromising quality or reputation.
It builds on the agency’s existing capabilities in integrated communications, production and digital (including internal teams and content development practices), while introducing a new “AI-native” working discipline through processes, templates, prompt libraries and QA protocols.
Through both project-based and retainer models, AI Studio will develop and deliver:
– AI-assisted content production (copy, concepts, variations, localizations) with editorial oversight and brand-tone guidelines.
– Creative and performance optimization: faster testing of messages and formats, creative iterations and “learning loops” based on campaign results.
– AIEO/AEO/GEO approaches (content optimization for AI-generated answers and new search behaviors) as part of advanced SEO and content strategy, where relevant to the industry and brand objectives.
– AI workflows and automations in agency operations (from brief analysis to deliverable preparation), enabling teams to dedicate more time to strategic work.
As regulation and public expectations continue to evolve rapidly, AI Studio introduces clear usage rules, particularly regarding confidential data, copyright, fact verification and the labeling of synthetic content when required. The European framework (EU AI Act) establishes obligations and guidelines related to transparency and labeling of AI-generated/synthetic content in certain cases, making this increasingly relevant for anyone working with modern AI systems in communications. AI Studio is built on a human-in-the-loop principle: AI accelerates research, ideation, variations and material preparation, while final editorial, strategic and reputational decisions remain in human hands.
“We are building AI Studio as a system, not as a collection of tools. Our goal is not simply to create ‘more content’, but better content, faster learning and measurable impact – with clear rules, human control and accountability. AI should remove operational burden from teams, while strategy, creative decisions and final judgment stay with people,” said Lazar Jovanović, Head of AI Studio, Represent Communications.
The new service was also addressed by Dr. Borislav Miljanović, CEO of Represent System.
“AI is changing client expectations and market dynamics, but it does not change the fundamentals: trust, quality and results. AI Studio is our response to this new reality, aiming to unify agency expertise, process discipline and modern technologies into a model that is scalable, secure and measurable. We want to give clients an advantage through faster planning, faster execution and smarter optimization – while protecting brand and reputation.”
