3rd Professionals Panel & Idea Sharing Forum (Pro Forum)

Professionals Panel & Idea Sharing Forum is organized for the 3rd time, in order to share valuable experience and ideas among professionals from different industries. The Pro Forum is conceived in the following way:

  • Two attractive panel discussions, which will be preceded by presentations by leading experts in the field
  • Company or entrepreneurial presentations
  • Trip to Fruška Gora national park, ethno village and winery
  • Idea sharing and breef pitch on the open stage

 Panel discussions involve leading experts or professionals in a field of customization and personalization, providing in-depth insights, debates, or analyses on specific topics.

Open stage presentations and talks bringing together speakers and attendees from various backgrounds, offering a range of perspectives and experiences.

Networking opportunities enabling participants to connect with peers, experts, and industry leaders.


Pro Forum abstract submission

Pro Forum abstracts should be submitted via email to [email protected]. The deadline for Pro Forum abstract submission is July 31, 2024.  Following the review process, authors will be notified by email if their Pro Forum abstract has been accepted, asking from author to provide presentation about proposed topic.

Please use the Pro Forum abstract template, which is available on the link bellow.

Experts Panel #1: Customization Eco-system and Business Models

Paul Blažek

Serial Entrepreneur & Thought Leader,
Founder & CEO
CYLEDGE Media, Vienna, Austria

Exploring Interactive Value Creation: Innovating New Business Models Through Customization and Collaboration

Paul’s presentation delves into the dynamic landscape of new business models, emphasizing interactive value creation and innovation through customization, mass customization, and open collaboration. Paul examines the evolving Customization eco-system, where businesses thrive by tailoring products and services to individual preferences. Through case studies and insights, Paul will uncover how organizations leverage collaborative networks to co-create value, foster innovation, and adapt to changing market demands. Join Paul as we explore together the transformative potential of customization-driven business models in today’s competitive market environment.

Mirjana Ilić

Professor of Applied Studies
Academy of Applied Studies Belgrade
Founder of Moj Krojač Company, Serbia

Tailoring Success: The MojKrojač Experience in Customized Fashion

Join us as Professor Mirjana Ilić, the visionary founder behind MojKrojač, unveils the journey of pioneering the online customization of clothing in Serbia and beyond. For over a decade, MojKrojač has redefined fashion by empowering customers to personalize their shirts through an innovative configurator, navigating the rapid advancements in information technology and network development. This expert panel will delve into how MojKrojač harnessed IT breakthroughs and a robust partnership network to enhance customer engagement, loyalty, and business growth. Discover the secrets behind building a thriving client network and leading the charge in the custom fashion industry, setting new standards for personalized service and technological integration.

Lars Skjelstad

Senior Researcher
SINTEF Technology,

The Power of Collaboration in Today’s Business Ecosystems

Businesses form value chains and co-operations, often referred to as Ecosystems, to best fulfill deliveries of goods and services to end customers. The topic of ecosystems is regaining interest today, as market needs and new technological possibilities evolve, and as the companies are more aware of the gains from empowering all employees. In some cases, companies outsource tasks directly related to sales or customer communication to other organizations. In other situations, employees are involved in developing increased customer value. The panel will discuss levels of cooperations, actors and example of eco-systems that are used today and how to gain increased customer value through co-operation. In the panel we have people both from industry and academia, sharing their knowledge and experiences.

Experts Panel #2: Personalization in the Era of Artificial Intelligence

Iryna Kuksa Frsa

Senior Research Fellow,
Director, Design Research Centre
Nottingham School of Art and Design, Nottingham, UK

Design for Personalisation – The Age of AI

Excessive consumption is accelerating climate change, pushing us to reconsider unsustainable lifestyles. Personalization, powered by machine learning and data analytics, not only drives more consumption by tailoring financial and social prompts but also benefits businesses and satisfies consumers. However, this trend towards increasing consumption through personalized content isn’t irreversible. This discussion, led by Dr. Kuksa, introduces the idea of ‘green personalization’—a shift in using personalization technologies to encourage eco-friendly choices and reduce overall consumption. She will explore how design professionals can pivot personalization towards minimizing environmental impacts and fostering sustainable consumption habits.

Thomas Aichner

Scientific Director,
South Tyrol Business School,
Bolzano, Italy

From Personalized to Programmed: The Dilemma of AI Customization

When considering the core values of mass customization, such as individual expression, fun in co-creating, and creativity, AI may introduce disadvantages, potentially leading to the homogenization of experiences. This presentation aims to explore the potential risks and drawbacks of utilizing AI in mass customization, highlighting the tension between leveraging technology for customization and preserving the unique human elements that form the foundation of personalized experiences. Could the reliance on algorithms diminish the consumer’s role in the creative process? If so, it might challenge the essence of what makes mass customization truly unique and innovative.

Frances Turner

Assistant Professor of Marketing,
Ithaca College, School of Business, NY, USA

Individualization and the Value of the AI-Imbued Co-Design Toolkit

Dive into the future with Professor Frances Turner as she explores the electrifying intersection of Artificial Intelligence (AI) and mass customization (MC). Artificial intelligence (AI) astounds us in its ability to create and alarms us with its tendency to hallucinate. Its promise is in increasing the MC co-design toolkit’s role as purveyor of the individualization resulting from the customization and personalization process. An AI imbued co-design toolkit may improve the individual’s ability to manage complexity and choice, increase sense of control and enjoyment, and yield pride of ownership generated by the creativity inherent in the individual. Since these benefits enhance the MC co-design experience, proper incorporation of AI into the co-design toolkit should render optimal relational value for individual and provider alike.