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Rovinj, September 22, 2025 - As part of this year’s Weekend Media Festival, BOSQAR INVEST hosted a panel dedicated to one of today’s most pressing questions: is artificial intelligence merely a tool, a co-author, or an autonomous creator?
The panel brought together Dino Pešut, dramaturge at the Croatian National Theater in Zagreb, Damjan Huđek, Product Owner and Software Architect at GRAIA, and Davor Bruketa, Creative Director and Co-Owner of Bruketa&Žinić&Grey. The discussion was moderated by Ida Prester, host, activist, and musician.
Through different examples, the participants showed how artists and technologists observe the same topic from very different angles, from creative freedom and authorial identity to the ethical and practical aspects of using advanced tools in the industry.
As an example of practical research into AI’s role in the creative process, dramaturge Dino Pešut shared his experience of experimenting with writing a monologue inspired by Krleža’s drama The Glembays. In preparation for this year’s Weekend, with the help of AI, he tested how technology can take on elements of a literary style and how such a process prompts the artist to question their own boundaries and methods of creation.
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“We first started talking about this last summer, and then I worked with ChatGPT on the text for a week. It seemed as if AI rather quickly caught on to the features of Krleža’s style, but there was always something missing,” said Pešut, before inviting the audience to listen to the monologue of Baroness Castelli, performed by Iva Jerković Oreški, actress at the Croatian National Theater in Zagreb.
As Pešut later pointed out during the panel, ChatGPT did not give him the result he was looking for, but it helped him to reflect on his own creativity.
GRAIA’s Damjan Huđek explained some of the reasons why: “At this, still relatively early stage of generative AI, many users, nonexperts, are learning how to give AI a good prompt, or several of them, that will provide satisfying results. It is important to treat Gen AI as a tool that requires certain skills and continuous improvement. For us who use these tools professionally in developing solutions for clients, the challenge is how to make the tools as easy to use as possible, without losing quality and accuracy of results.”
Davor Bruketa reflected on his experiences with AI, emphasizing that at Bruketa&Žinić&Grey they are intensively testing its possibilities, from research and data analysis to attempts at replicating roles within the agency itself. While the content generated by AI still does not reach the level required for serious creative concepts, Bruketa stressed that he sees the technology as a valuable assistant.
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He emphasized that, through personal experience, he came to the conclusion that artificial intelligence can even act empathetically, recognizing moments of uncertainty in interaction and offering encouragement or, in his case, reminding him of past successes. Such moments, he added with humor, show that AI should not be seen solely as a technical tool, but also as a conversational partner capable of providing support. “Over the summer, we tried creating an AI agency, replicating the agency and our roles within the tool. For now, the content we’re getting is simply not good enough. I’m not worried that ChatGPT will replace us, humanity has survived numerous technological revolutions, and this is just one of them,” Bruketa concluded.
As a strong example of the intersection of art and technology, Huđek highlighted the collaboration between BOSQAR INVEST and the Croatian National Theater in Zagreb on digitalization processes, supported by modern technologies developed at GRAIA. “Through the expansion and digitalization of the database, a series of activation campaigns were conducted for ticket sales and promotion, and the next goal is to further improve communication with the audience by introducing advanced customer support through the implementation of an AI-based tool,” said Huđek.
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The panelists also touched on the issue of copyright, pointing out that protection came too late, but that today following and drawing inspiration from other people’s works is common – just as it was in the time of great masters such as Leonardo da Vinci.
In the final part of the discussion, Bruketa emphasized that in an era dominated by technology, traces of human creativity will be valued more than ever before, adding that human imperfection is precisely what gives artistic work its strength and authenticity.
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