Adviterra Club on AI in Business

Artificial intelligence is unavoidable today. It is gradually making its way into every area of business—from data analysis and marketing to the automation of business processes. However, many entrepreneurs are still searching for the answer to the question of how to use it wisely. Where does it truly add value, and where might it cause more problems than benefits?

This was the topic of the latest Adviterra Club event, which this time offered a multifaceted perspective on artificial intelligence. The discussion went beyond technological tools and specific applications; it also focused on how AI is changing the way we think, make decisions, and work within companies.

The evening’s program offered a combination of a philosophical perspective on technology, practical insights from the business world, and specific guidance on how to use AI tools effectively. The individual sessions gradually highlighted where artificial intelligence can truly benefit companies and where it is necessary to maintain a critical mindset.

AI and Our Thinking: Why It’s Important to Use It Wisely

Martin Poliačik kicked off the first segment of the evening by offering an unconventional perspective on artificial intelligence. Rather than focusing on technical details, he examined how AI influences our thinking and decision-making.

According to Poliačik, today’s generation is the first in history to have to navigate several major technological revolutions within a single lifetime. Changes that once took decades to unfold now occur within a matter of months. New artificial intelligence tools can significantly speed up work in many areas—from research and data analysis to text creation and programming.

However, this also presents a new challenge. If we begin to systematically transfer part of our mental work to technology, it could affect the way we think. In this context, our guest drew attention to research on what is known as “cognitive debt.” This refers to a situation where, when working with AI, a person stops engaging their own thinking and gradually gets used to the machine making some of the decisions for them.

We are already familiar with a similar phenomenon in other areas. Car navigation systems, for example, have made it so that many people today cannot navigate a city without GPS, even if they have lived there for years. We have simply fallen out of the habit of using some of the abilities we once took for granted.

According to Mr. Poliačik, therefore, the goal is not to reject artificial intelligence. What is important is to learn how to work with it in a way that enhances our abilities rather than replacing them. In this context, he introduced the concept of hybrid intelligence, which combines the strengths of humans and technology.

Artificial intelligence can process large amounts of data, conduct research, or organize information. However, humans still play a key role in interpretation, creative thinking, and decision-making. The best results are therefore achieved when these two forms of intelligence work together.

According to Mr. Poliačik, another important principle of working with AI is the so-called human-first approach. This means that any work with AI should begin with independent thinking. Before asking artificial intelligence for a solution, one should first define a basic perspective or direction for the solution. Only then does it make sense to engage AI as a tool to help develop, refine, or verify ideas.

This approach helps maintain a balance between the use of technology and the development of independent thinking. This is precisely where one of the greatest paradoxes of artificial intelligence lies: it can be of great help to us, but only if we use it consciously and critically.

AI in Business Practice: Where the Technology Really Makes a Difference

Martin Skakala

Martin Skakala naturally followed up on Martin Poliačik’s more philosophical perspective by offering a practical viewpoint from the business world. He focused primarily on where artificial intelligence offers real value in companies and how to implement it in a way that delivers results.

According to Skakal, many companies today feel pressure to start using artificial intelligence, but often don’t know exactly where to begin. In the business world, he therefore encounters two extremes: on the one hand, there are companies that ignore AI, and on the other, organizations that try to experiment with a multitude of tools without a clear strategy.

According to him, the key to successfully leveraging AI in businesses is first and foremost to understand one’s own processes. Only once a company has clearly defined systems and digital infrastructure in place does it make sense to begin implementing automation or AI agents. If this step is skipped, the technology often fails to deliver the expected results.

One area where artificial intelligence is already proving to be highly effective in businesses is document and data processing. For example, the use of AI in processing invoices or accounting documents has been mentioned. Modern AI systems can read a document, identify its structure, and suggest how to post it. If a person corrects the result, the system remembers the correction and automatically repeats the process for similar documents.

Such solutions can significantly speed up routine processes that currently take up a great deal of time in companies. At the same time, however, they demonstrate an important principle of working with AI: the technology improves most when it collaborates with humans and learns from their decisions.

Martin Skakala also introduced an interesting tool designed for companies considering digital transformation. It is an AI agent that can analyze a company’s digital maturity based on basic company data and provide recommendations on where digitization has the greatest potential. Such a report can help entrepreneurs identify areas where it is worthwhile to begin automation or AI implementation.

At the same time, however, he emphasized that AI should not be an end in itself. It is important to first understand what problem the company wants to solve, and only then look for technology that can help.

AI Agents and Process Automation in Businesses

Slavomír Krafčík (Shifra)

Following Martin Skakala’s practical perspective, Slavomír Krafčík took the stage and focused his presentation on specific ways in which artificial intelligence can help companies with the digitization and automation of processes.

He demonstrated that AI today is not merely a tool for generating text or images. It is increasingly being used for business analysis, data processing, and the automation of internal processes.

One example is an AI agent capable of analyzing a company based on available data and preparing an overview of its digital maturity. Such a tool can assess, for example, the level of process digitization, data handling practices, or the company’s technological infrastructure. Based on this, it then prepares recommendations on where digitization has the greatest potential to deliver real value.

According to Slavomír Krafčík, it is precisely this approach that helps companies make more informed decisions about where to begin implementing new technologies. Many organizations invest in digitalization without a clear understanding of which processes have the greatest potential for improvement.

Another key topic was process automation using AI and integration tools, such as the Make platform. By connecting various systems, companies can automate a wide range of routine tasks—from document processing to data transfer between applications.

Such solutions make it possible, for example, to automatically process a document, extract the necessary information from it, and then record it in internal systems. The result is significant time savings and a reduced risk of errors that arise during manual data processing.

However, Slavomír also emphasized that the successful implementation of AI in companies is not just a matter of technology. Equally important is an understanding of processes and the ability to identify the tasks with the greatest potential for automation. It is precisely there that artificial intelligence can deliver the greatest value.

His presentation thus demonstrated that AI can be a powerful tool for digitizing business operations if it is properly integrated into existing processes and systems.

AI in Marketing: How to Work with Prompts and Create High-Quality Content

Braňo Šimášek (Stella Digit)

The final panel discussion of the evening featured Braňo Šimášek from Stella Digit, who focused on the practical application of artificial intelligence in marketing and content creation. He demonstrated that AI tools such as ChatGPT and Gemini can significantly accelerate the creation of text, ideas, and marketing campaigns today—but the key is not the tool itself, but how we work with it.

According to Braňo, many companies make the same mistake when working with AI: they expect the tool to automatically generate high-quality content without a clear prompt. In practice, however, the quality of the output always depends on the quality of the input. That is precisely why it is important to know how to properly formulate prompts—the instructions we give to the AI.

In marketing practice, he says, it has proven effective to work with so-called master prompts —pre-prepared templates that define the AI’s role, communication style, the text’s objective, and the structure of the output. This approach allows companies to create their own AI assistant capable of assisting with tasks such as writing articles, social media posts, advertising copy, or marketing analyses.

Another interesting demonstration was the use of tools that allow companies to create their own AI “assistants” tailored to a specific brand. In such cases, the AI can, for example, work with the company’s communication style, marketing strategy, or internal documents to generate content that better reflects the company’s reality.

At the same time, however, he pointed out an important rule: AI should not be the sole source of information. When dealing with topics that involve facts, legislation, or technical data, it is always necessary to rely on verified sources or your own data. Artificial intelligence can be a significant help with text structure, ideas, or the formulation of thoughts, but the responsibility for the accuracy of the content always remains with the human.

Braňo also demonstrated that AI can significantly speed up the work of marketing teams. It helps generate ideas, draft article outlines, analyze content, and test different versions of text. When set up correctly, it can save companies a significant amount of time and allow them to focus on more strategic tasks.

AI in Business: Technology Designed to Assist, Not Replace

The Adviterra Club demonstrated that artificial intelligence is already having a profound impact on the way companies handle data, content, and internal processes. At the same time, however, its greatest value is realized when it is properly integrated with human thinking, experience, and decision-making.

The presentations by the various guests showed that AI can be of significant help in data analysis, process automation, and content creation. However, it is equally important to maintain critical thinking and view technology as a tool that enhances our capabilities, not as a substitute for our own decision-making.

That is why the discussion on artificial intelligence at the Adviterra Club focused primarily on the practical application of AI in companies and on how to get the most out of it without losing one’s own judgment.

If you're interested in the topic and would like to watch the individual presentations in their entirety, you can view the full recording from the Adviterra Club here. 

We look forward to seeing you at the next Adviterra Club event.