Represent Communications launches AI Studio to scale AI with standards, speed and accountability
Represent Communications is launching AI Studio, a new department built to apply artificial intelligence across communications, digital campaigns and content production with clear standards for quality, security and transparency. Lazar Jovanović, Chief Digital & AI Officer (CDAIO) of Represent System, has been appointed Head of AI Studio and will lead the operating model and the scale-up across agency teams.
Why AI Studio, and why now?
"AI as a tool" is table stakes. Adoption is high, but many teams still struggle to turn experiments into consistent outcomes and reliable impact. The McKinsey State of AI research points to broad usage across functions, while showing a gap in scaling practices that deliver measurable value.
In 2025, communications and marketing moved from ad-hoc AI use to structural, "AI-native" operating models. Agencies and brands are organizing around cross-functional teams that blend strategy, creative production and automated workflows-not to replace people, but to speed up iterations, improve consistency and increase delivery efficiency.
What is AI Studio?
AI Studio is an internal department that connects strategy, creative, content, data/analytics and operational automation. The goal is simple: use AI in a controlled, repeatable way without compromising quality or reputation.
It builds on the agency's integrated communications, production and digital capabilities, and introduces an AI-native discipline: documented processes, reusable templates, prompt libraries and QA protocols that make outcomes predictable.
What it delivers
AI Studio supports both project-based and retainer models and focuses on outcomes clients can measure.
- AI-assisted content production: copy, concepts, variations and localizations-always with editorial oversight and brand-tone guardrails.
- Creative and performance optimization: faster testing of messages and formats, ongoing creative iterations and "learning loops" driven by campaign results.
- AIEO/AEO/GEO: content optimization for AI-generated answers and new search behaviors, embedded into advanced SEO and content strategy where it fits the category and goals.
- AI workflows and automations: from brief analysis to deliverable preparation, freeing teams to spend more time on strategy and client impact.
Standards, safety and human oversight
As regulation and public expectations evolve, AI Studio enforces clear usage rules-confidential data handling, copyright respect, fact verification and labeling of synthetic content when required. The EU AI Act sets transparency expectations that matter to anyone working with modern AI systems in communications.
The model is human-in-the-loop. AI accelerates research, ideation, variations and material preparation; humans make the final editorial, strategic and reputational decisions.
Leadership perspectives
"We are building AI Studio as a system, not as a collection of tools. Our goal is not simply to create 'more content', but better content, faster learning and measurable impact-with clear rules, human control and accountability. AI should remove operational burden from teams, while strategy, creative decisions and final judgment stay with people," said Lazar Jovanović, Head of AI Studio, Represent Communications.
Dr. Borislav Miljanović, CEO of Represent System, added: "AI is changing client expectations and market dynamics, but it does not change the fundamentals: trust, quality and results. AI Studio is our response to this new reality, aiming to unify agency expertise, process discipline and modern technologies into a model that is scalable, secure and measurable. We want to give clients an advantage through faster planning, faster execution and smarter optimization-while protecting brand and reputation."
Why this matters for marketing, PR and communications teams
Speed without control erodes trust. Control without speed costs opportunities. AI Studio is built to deliver both-repeatable processes, reliable QA and the ability to test, learn and adapt quickly across channels.
Expect clearer briefs, faster concepting, stronger brand consistency, and measurable feedback loops that improve performance over time. That's how AI moves from "tool" to operating system for campaigns and content.
What you can do next
If you're building your own AI-native workflows or upskilling teams, a focused learning path helps. See practical options for comms pros here: AI Certification for Marketing Specialists.
AI Studio is live. The mandate is clear: measurable outcomes, safe practices and human judgment at the center.
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