From code to strategy: AAI is transforming IT
September 16, 2026
The Unit Association, one of Croatia’s largest IT associations, brought together experts from across the technology industry at the Infobip Shift 2026 conference in Zadar to discuss the impact of artificial intelligence on the future of the sector. The panel featured Sven Marušić (Burra Group), Nikola Kapraljević (Infinum), Hrvoje Benčić (Ericsson Nikola Tesla) and Leonard Fabris (Smart Hospitality).
Speaking from the perspective of a large technology company, Hrvoje Benčić, Member of the Management Board of Ericsson Nikola Tesla and Director of Customer Solutions and Services, highlighted that artificial intelligence is significantly accelerating the development and testing of new ideas. Today, it is possible to rapidly create a prototype and assess whether a particular solution has market potential, enabling companies to make business decisions more quickly and allocate investments more effectively.
However, he emphasized that AI does not change what matters most in business: the ability to deliver to customers what has been promised. According to Benčić, reliability, accountability and consistency are the foundations upon which a company’s reputation and long-term customer trust are built.
“At a time when AI is leveling technological capabilities, trust is becoming one of the key differentiators among companies, particularly in B2B business environments where customers seek partners they can rely on for the long term,” said Hrvoje Benčić.
