AI, Ethics, and the Future of Media: Reflections from Weekend.18 in Rovinj

By Viktorija Stanojevikj

From September 18 to 21, the picturesque Croatian town of Rovinj once again became the epicenter of the regional creative industries as it hosted Weekend.18 – one of the most influential media, marketing, and business innovation festivals in Southeast Europe. I had the privilege of attending this year’s edition, which not only lived up to its stellar reputation but, in many ways, exceeded expectations. Weekend.18 proved to be much more than just a gathering of professionals. It was a dynamic platform for dialogue, inspiration, and collaboration – a space where different disciplines intersected and future trends were explored from multiple perspectives. The program featured a rich lineup of regional and global speakers, panels, and workshops tackling everything from personal growth and professional resilience to cutting-edge technology and AI integration in media.

AI: From Threat to Ally

Among the many powerful topics, one stood out to me the most: the role of artificial intelligence in the future of media, particularly in the context of the Balkans.

Across the region, media organizations are already implementing AI tools in diverse ways:

• Automated content generation and adaptation
• Behavioral analytics for user engagement
• Personalized content recommendations

But what made this conversation unique at Weekend.18 was its depth and honesty. AI wasn’t approached with either hype or fear – it was discussed as a strategic partner, not a replacement. This mature perspective recognized both the opportunities and the ethical complexities that come with integrating AI in journalism. One standout panel brought together voices like Neda Trifunović, Zoran Trifunović, and Nikola Stojić, who shared valuable insights into how traditional media can evolve without losing its integrity.

"A story only becomes news when someone interprets it in a way that makes sense. That’s the difference between information and journalism,” said Neda Trifunović. 
“AI is not here to replace journalists – it’s a tool for faster, smarter decision-making.”

Zoran Trifunović emphasized that while television still holds narrative power, algorithms and digital platforms are increasingly dictating content dynamics.

“Traditional broadcasters must quickly adapt and integrate technology, or risk falling behind,” he noted.
Nikola Stojić added:

“Social media and digital platforms may set the pace, but TV still leads in content quality. Algorithms drive speed – not substance.”

These conversations reflected a shared belief: that AI can help enhance, not erase, the human element in journalism – provided it is implemented transparently and ethically.

The Human Side of Innovation

Beyond the AI discourse, what made Weekend.18 so enriching was its celebration of multidisciplinary exchange. Every talk and panel offered a new lens – whether it was on creativity in crisis, branding in the digital era, or the psychology of leadership.

The atmosphere was vibrant, yet thoughtful. Professionals from across the region came not only to learn, but to share. The informal conversations between sessions often carried as much insight as the keynotes themselves.

Looking Ahead

While challenges around misinformation, transparency, and digital ethics remain, it was encouraging to see how openly these topics were addressed. Many media outlets in the region are not only experimenting boldly, but also engaging critically with the future of their profession.

Weekend.18 made one thing clear: the creative and media scene in the Balkans is alive, curious, and ready for what’s next. From AI to authenticity, the future is being shaped now – and it’s being shaped together.

I return from Rovinj energized, informed, and looking forward to the conversations that will unfold at Weekend.19.

Funded by the European Union, the Innovation. Media. Minds Program: Support to Public Service Journalism in the Western Balkans, is managed by the Goethe-Institut on behalf of the European Commission and in collaboration with its implementing partner DW Akademie. The contents of this story are the sole responsibility of the author and do not necessarily reflect the views of the European Union.