While many view the rapid evolution of Artificial Intelligence as disruption, Vatra sees it as design in motion, chance to reshape creativity through intelligence, not fear. Guided by this belief for over two decades, Vatra has approached every technological transformation with a clear vision and, above all, a human-centered approach. This mindset is deeply rooted in the work philosophy of its founder, Gerton Bejo, who strongly rejects blind automation.
Recently invited to speak at Future2Tech, one of Albania’s most important technology and innovation events, Bejo joined the panel discussion “Advertising in the Age of AI: How Agencies Are Adapting for a Digital Future”. The panel included representatives from businesses, startups, and institutions.
During the discussion, Bejo shared his experience and emphasized: “AI isn’t here to replace us, it’s a new kind of pencil. On its own, it does nothing; it takes a human mind, driven by empathy and imagination, to turn it into something meaningful. But we’ve moved beyond simple tools… AI has become a co-creator, working with us to push boundaries and reimagine what’s possible.”
For Vatra’s founder, the challenge is not the technology itself, but how it is accepted and integrated into the industry.
“Agencies can no longer remain loyal to the traditional model, where creativity was seen as the end goal. They must now embrace the latest technological innovations, where creativity meets data, where solutions are measurable, and where every idea is a balance between human input and the new capabilities offered by AI,” Bejo said.
He also highlighted how professions have always evolved, from the beginning of time until today, to reinforce the idea that there’s no reason to fear an “intellectual collapse.” In fact, the latest World Economic Forum report projects that by 2027, 83 million new jobs will be created worldwide, many of which will combine creativity and technology.
However, Bejo made it clear that this new approach must not compromise ethics or authenticity. In a world where content is generated at lightning speed, the value of truth, honest representation, and long-term impact becomes even more important.
“Creators must take responsibility for the narratives they build, especially when those stories influence the social and cultural behavior of large audiences,” he noted. “AI can support us, but it should never replace critical thinking and the moral responsibility that comes with public communication.”
For Bejo, the future is not artificial, it’s intelligently human. “Those who shape tomorrow will be the ones who use AI to amplify real human impact. Agencies will evolve as true collaborators with technology, blending creativity and insight with intelligent systems. In this future, data inspires emotion and algorithms refine intuition, transforming how we connect with people. Design and storytelling will be precise, yet deeply human.”
Explore Vatra Agency, a leading creative agency in the Balkans, with 20+ years of experience in design, branding, and digital communications, serving 550+ brands.
