Sophia, the world’s most famous humanoid robot, is coming to Croatia. Yep, the same Sophia who’s dined with world leaders, landed the cover of Cosmopolitan, joked around with Jimmy Fallon, and became the world’s first robot citizen. She’s also a UN ambassador for innovation, and at this year’s DK Festival, she’ll dive into the boundaries of technology, humanity, and what’s next for all of us.
The festival runs from 15 — 18 May 2025, and Sophia’s appearance is a big deal. Her creator, Dr. David Hanson, imagines a future where robots achieve consciousness (yes, really), and Sophia’s mission is to bridge the gap between humans and technology.
Festival director Dunja Ivana Ballon said it best: Sophia ignites crucial discussions about the moral dilemmas of AI, the everlasting human vs. machine debate, and how we define our shared future in a rapidly changing world that is just not the same. Her arrival isn’t just a visit — it’s a wake-up call, a chance to push Croatia’s AI story into uncharted territory.
Heard there’ll be creatives at DK2025 in Rovinj, so I’ll be joining you. Maybe I’ll even apply for a creative job — just like yours. Or for all of your jobs. Just kidding. Ha-ha, said Sophia, the AI developed by Hanson Robotics, in a video shown exclusively at the Days of Communication press conference. See you soon, she added.
A marketing powerhouse joins the lineup
It’s not all about robots, though. Joining Sophia on stage is Fernando Machado, one of the most brilliant minds in marketing today.
Known as the most innovative CMO in the world by Business Insider and a top 3 CMO by Forbes, Machado’s work has transformed brands like Burger King, Dove, and Call of Duty, and he was the CMO of Activision Blizzard — rings any bells? He’s picked up over 200 Cannes Lions awards (yep, 200+), including Creative Marketer of the Year. His talk, The Temptations of the Modern Marketer, will explore how to balance creativity, trends, and staying true to the core values that build strong brands and businesses. Jelena Fiškuš, Chairwoman of HURA, put it simply Fernando knows how to turn challenges into opportunities, and we can’t wait to hear his take on the future of marketing.
Sunshine, talks, and awards by the pool
And as if that wasn’t enough, this year brings another game-changer: a fresh, dynamic setting that breaks the mold of traditional conference spaces, making big ideas feel even bigger. Of course, it wouldn’t be DK Festival without its signature mix of inspiration, learning, and good vibes. This year, organizers are shaking things up with moving talks from the Šššumica room to the POOOLSIDE Stage — literally next to a pool, because why not pair industry insights with sunshine and fresh air?
And when the sun goes down, the festival gets even more magical. For the first time, the evening award ceremonies will take place under the stars at THE OTHER BEACH Stage, complete with sea breeze and a laid-back vibe. It’s all part of the festival’s mission to make sure you’re not just learning, but fully soaking in the best of Rovinj.
If you’re in the mood for creative inspiration, networking, and some sunshine on the side, head to the festival’s official website for tickets and accommodation details. See you in Rovinj — because, really, where else would you want to be?
Photo: Vana Katančić