Artificial intelligence, the future of the agency model, audience trust and the transformation of retail were among the key topics of this year’s Digital Day 2026 conference. As one of the event’s key partners, WMG (Wireless Media Group) took part in the program through panel discussions dedicated to the most current challenges and opportunities of the modern digital industry.
At the panel “Retail Reimagined: Segmentation, Promotions and AI in Omnichannel”, which brought together representatives of VTEX, Nespresso, Gigatron and ePlaneta, Aleksandar Petković, Head of Commercial Growth at WMG Product & Services, moderated a discussion on the challenges of modern retail, the role of promotions and segmentation in the omnichannel environment, as well as the opportunities that artificial intelligence brings in improving customer experience and business results.
“There are many different applications of AI in retail, from operational processes to advertising and logistics. One of the most interesting examples is dynamic pricing in e-commerce, where the price is adjusted in real time on the basis of various parameters. However, regardless of the technology, everything begins with understanding the customer. If we do not understand their needs, we will not know how to create a promotion that delivers results,” Petković pointed out.
Predrag Đuričić, AdTech Project Manager at WMG Product & Services and President of the IAB AdTech Committee, also took part in the conference, where he moderated the panel “The Value Is There. So Why Isn't the Money?”, dedicated to the challenges of monetizing digital media, the value of publisher inventory and the opportunities that the AdTech ecosystem brings to publishers.
“The biggest problem today is not technology, because it exists and is available. The problem is understanding. Many publishers do not know why their results are not what they could be – from technical setup and optimization to the way they value and present their inventory to advertisers. The role of WMG Product & Services is to bridge the gap between technology and business, to help publishers understand how the AdTech ecosystem really works and to enable them, through the right infrastructure and partnerships, to achieve the full potential of their digital monetization,” Đuričić pointed out.
Speaking about the future of the communications industry on the panel “Highway to Hell? The End of the Agency Model as We Know It”, Predrag Vojinović, Creative Director at Method agency, stressed that change is nothing new for agencies, but an integral part of their business.
“Digital has been changing for more than two decades, and that is nothing new. What agencies must preserve as their most valuable currency are ideas, creativity and their approach to work. Every end of one model is in fact the beginning of a new one, and agencies are precisely those that have always adapted best to change,” said Vojinović.
Audience trust in the digital environment was the focus of the panel “Who Do We Trust?”, in which Miloš Pejčinović, Head of Digital Content at Method agency, took part.
“Consumer trust in brands still exists, but it is not unconditional. It is not earned only through a nice campaign or a good tone of communication, but is built through consistency, behavior and time. Audiences watch whether a brand delivers what it promises, how it behaves when it is not in sales mode, how it reacts when it makes a mistake and whether it truly stands behind the values it communicates,” Pejčinović said.
Through the participation of its experts in the Digital Day 2026 program, WMG once again confirmed its commitment to the development of the digital industry and to active participation in discussions on the topics shaping the future of business, technology and communications.
