“Today’s marketing world is abuzz with debates about artificial intelligence—some are for it, others against it. But the key is in a balanced approach: AI should be used creatively, but without neglecting human intuition and original ideas. As we’ve seen through our campaigns, even with small budgets AI can deliver results, drive interest and increase sales. But, as with any new technology, it is important to test, discuss and adapt it to our values and culture”, explained Gordan Turković during the panel “Does AI make the generation gap deeper?” at the PR Summit.
The event, organized as part of the world’s most prestigious PR awards, also featured Aleksandra Vuković, entrepreneur and director of NURA* digital, and James McQueeny, IPRA board member and UN representative, with Sanja Milaković Kolundžija as the moderator.
Panelists addressed the widening generation gap in the PR profession, the impact of rapid social media development over the last decade on the core purpose of PR, and strategies for preserving its prestige and value in the AI era.
Gordan also elaborated on how seasoned professionals collaborate with younger talent: “Our selection process is highly refined; we choose people who naturally fit into our organizational culture while encouraging them to influence its development and transformation through their contributions and ideas. We foster a horizontal communication style without rigid hierarchies, emphasizing open conversations and a supportive approach, particularly for young professionals entering the workforce. The same applies to using artificial intelligence. Change is inevitable, and rather than resisting it, we strive to learn how to manage it effectively and leverage it for the best outcomes.”
The second panel discussed the challenges of modern media through the panel “Vanda Kučera with guests: PR and Media Challenges: New Age“, which was attended by Krešimir Macan, Jasmina Koprivica, Aleksandra Kosanović Strižak and Radiša Kričak, led by Vanda Kučera.
In addition to the panel, the PR Summit also served as an introduction to the IPRA Golden World Awards 2024, also known as the “PR Oscars”. Since 1990, this prestigious award, presented by the International Public Relations Association (IPRA), has celebrated excellence and ethics in the PR industry, recognizing creators of the most innovative and successful campaigns of the past year. A global jury evaluates numerous submissions from dozens of countries annually.
This year, the Summit brought together top communication experts who, through discussions and practical examples, shared their experiences and challenges they face in an age when artificial intelligence and digital platforms are taking on an ever-increasing role in public relations.
