The most important digital conference in the region, “Digital day Lite”, was held under the slogan “10 Years of Killin’ It Digital-style”. The panel discussion “State of Digital: 2011 vs 2021” opened the conference, featuring digital aces Srđan Šaper, founder of I&F Group, and Igor Žeželj, President of Wireless Media and Adria Media Group. Aleksandra Martinović, CEO of the SrbijaDanas.com portal, moderated the conference. The topic of the panel was change, practically a daily occurrence in the digital industry.
“Our future lies in connecting, i.e. joining hands and adapting, as it is the major players, the so-called GAFA (Google, Apple, Facebook, and Amazon), that dictate the terms. They have all the data, they have imposed their algorithms and rules of the game, and have turned into a sort of infrastructure. As digital players, however strong and important we may regard ourselves to be, the rest of us are actually temperamental ‘followers’, those who ‘crack’ and ‘hack’ their behaviour patterns. No one’s the exception there, no media outlet, agency, or influencer.
“Ideas and creativity are our strongest suits because algorithms and artificial intelligence cannot easily predict them. These are the most powerful tools at our disposal. The problem is that ever-increasing cognitive capacities of people working on these ideas is what is needed to get new ideas suited to the digital society. We don’t know how far artificial intelligence will develop, but I think that emotion, idea, and creativity are the strongest suits of our companies,” Žeželj concluded.
Žeželj has been Board President at IAB Serbia since 2017. IAB Serbia has organized the conference dedicated to the digital industry for the 10th time.