It’s clear that words sell. But whose words sell better in 2025? The ones crafted in the mind of an experienced copywriter or the ones delivered by a prompt-powered AI system?

At this direct and honest Fireside Clash – the first announced panel of this year’s Split Tech City Festival, organized in collaboration with IAB Croatia – we’ll find out what really works better, and why.

Main stage crew, prepare your best facts and insights, arm yourselves with knowledge – because this panel isn’t here to mess around.

A few words about the panelists

On one side: Nebojša Grbačić, who’s been writing long enough to have surely fed at least 1% of the world’s AI databases. In his first life as a journalist, and for the last 15 years as a copywriter. The first 10 years mostly in digital copy – by rough estimate, tens of thousands of ads, landing pages, sales emails, social media posts, descriptions, CTAs, and microcopy.

In the past 5 years, he’s focused more on creative direction and idea-writing, as well as on short, sharp copywriting forms that grab user attention and nudge them to buy.

He thrives when faced with a complex brief and an empty Word document. In his free time, he farms and dreams of a new tractor.

On the other side: Bruno Oršanić, prompt engineer, AI enthusiast, and partner at Lexi – a system that writes so naturally that both people and brands believe there’s a human behind it.

Bruno is an expert in the coexistence of words, technology, and psychology. He knows how to get the most out of AI without making the result sound robotic.

He’s spent seven years studying the connection between psychology and words. In the last two, he’s added tech into the mix. He developed the Lexi AI system that (almost) perfectly mimics a brand’s tone and style.

Lexi writes so naturally, it’s sometimes hard to believe it’s AI behind the words.

The entire conversation will be moderated by someone who knows both the industry and its people inside out: Dunja Ivana Ballon, Director of HURA, IAB Croatia, and DK Festival (Days of Communication), and one of the most recognizable figures in the local advertising and digital scene.

She leads a wide range of ambitious initiatives and successful projects aimed at empowering the marketing profession and scaling the entire market in size and quality.

She is the Executive Director of HURA, Croatia’s leading professional association, where she collaborates with some of the best and most awarded agencies representing nearly 80% of the country’s total advertising budget.

She also serves as Director of IAB Croatia, part of the global collective of digital marketing leaders, bringing together 125 companies working to build and grow the Croatian digital economy.

Additionally, she is the director of the popular DK Festival (Days of Communication), a non-traditional festival of creativity and communication that, under her leadership, was nominated as one of the best events in the world.

Why should you come?

If you:

• work in marketing, sales, or the tech industry
• use (or are thinking about using) AI tools in your daily work
• want to know how your customers respond to content created by a human vs. a machine
• are curious about the future of writing, branding, and communication

…then this panel is for you.
It’s not just about who’s better – it’s about how we all need to shift the way we think about content.

See you on September 5 and 6 in Split – the last early bird tickets are available (no joke).

Why pay more if you don’t have to? See you there! 🙂