In the era of artificial intelligence, the boundaries between real and digitally created identities are becoming increasingly blurred, and the misuse of the likeness and voice of public figures is growing more frequent. On this topic, our Director and Founder, marketing and customer experience expert Miljan Premović, appeared on RTS Morning Program alongside attorney Dragan Milić on May 14, 2026.
Premović emphasized that this is no longer an isolated phenomenon, but a global trend in which not only photographs are misused, but entire identities—voice, manner of speaking, and behavior.
He pointed out that such campaigns may generate attention and profit in the short term, but ultimately erode trust. He particularly stressed that today’s consumers are becoming increasingly skeptical, as the question is no longer how something appears, but whether it can be trusted.
According to Premović, in such an environment, authenticity, trust, and customer experience become key values, complemented by speed, personalization, and transparency as new communication standards. As he noted, the more AI‑generated content there is, the more valuable a real, authentic voice becomes.
You can watch the full appearance in the video below: