Business Reset 2026 takes place on November 12 at Hotel Marriott Tirana, bringing marketing, technology and people management into one programme. Sessions on campaign authenticity and brand visibility within artificial intelligence systems are particularly relevant to the communications industry.
From AI tools to brand identity
The programme includes Jonida Kellezi on authentic campaigns in the age of AI, Olga Grabocka on making AI talk about brands, and Jori Vila on personal branding. Together, the subjects span message creation, distribution and discovery.
For agencies and marketing teams, the issue extends beyond choosing software. Faster content production also requires clear decisions about tone, authorship and a consistent identity. Technology contributes most when it serves a distinctive idea and a well-understood audience need.
Programme and participation
Main-stage sessions are scheduled for 09:00–14:00, followed by workshops from 15:00–18:00 across human resources, technology and innovation, and marketing, media and creativity. Announced speakers include Fisnik Ismaili of Karrota and Gjergj Kalaja of Mediadesk.
This article covers the announced programme; discussion outcomes require separate reporting after the event. Programme and participation information.
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