The audience at the next IAB Discovery will be given a specific task: look at an example of content created with the help of artificial intelligence and vote on whether it should be labelled as such. The interactive segment The AI Label Test: What’s Your Call?, led by Kamilo Antolović from Algebra Bernays University, will provide an opportunity to compare participants’ decisions and discuss the application of transparency principles in practice.
Labelling is one of the questions to be addressed at the event on 28 October at 4 p.m. at Zagreb’s Urania. The IAB Discovery programme will also cover responsibility for content, platform rules and how agencies, media and brands use artificial intelligence in their everyday work.
The discussion When Rules Meet Industry Reality will bring together experiences from these different working environments. It will feature Duško Tubić from dentsu Croatia, Matej Lončarić from RTL and Krešimir Katić from INA, moderated by Vanja Šebek from Algebra Bernays University. The discussion will focus on the use of artificial intelligence in the industry and the relationship between rules and everyday work decisions.
The professional framework for this application will be presented at the beginning of the programme, in the segment IAB Croatia Presents: Guide on AI in Marketing. Antolović will present the recently published Guidelines for the Use of Artificial Intelligence in Marketing Communications, which he developed on behalf of the IAB Croatia Working Group on Artificial Intelligence, with support from Šebek, Vice Božić from GoAds and Tubić.
The document addresses human oversight and responsibility, transparency, data protection, intellectual property and AI literacy. Its presentation will be followed by the audience vote on content labelling, connecting general principles with a specific example.
The discussion AI Rules You Should Know About will focus on platform rules and approaches. Participants include Andrea Čović Vidović from the European Commission Representation in Croatia, Marko Mikeš from Aleph and Ivana Prakiš from Coob Ads, with Božić moderating the discussion.
The final segment, IAB AI Hub: Ask Us Anything, is reserved for audience questions, which will be answered by members of the IAB AI Hub. The programme will be followed by informal networking.
Registration is open via the online form, and additional information is available on the official IAB Croatia website.
