As part of the closing ceremony for the 2024–2025 academic year, the Communications Department at the Faculty of Humanities and Social Sciences of International Balkan University (IBU) organized a highly engaging and insightful workshop titled "AI and Personalization in Digital Marketing". The session was led by Dr. Gordana Petrushevska, a respected expert in the fields of digital marketing and artificial intelligence.

The workshop aimed to provide students with a deeper understanding of how artificial intelligence is revolutionizing the marketing landscape. Dr. Petrushevska discussed how AI-driven tools and technologies are being used to deliver personalized content, improve user experience, increase engagement, and boost overall campaign effectiveness. She also highlighted real-life examples and case studies that illustrated the successful integration of AI in marketing strategies across different industries.

A significant part of the workshop focused on the importance of data collection and analysis in creating personalized marketing experiences. Students learned how companies use consumer data to predict behavior, segment audiences, and craft targeted messages. Dr. Petrushevska emphasized the balance between innovation and responsibility, prompting a discussion on the ethical concerns surrounding data privacy, algorithmic bias, and transparency in AI usage.

Throughout the session, students actively participated by asking questions, sharing their perspectives, and engaging in thoughtful discussions. The interactive nature of the workshop created a dynamic learning environment that encouraged critical thinking and creativity.

This event not only marked the conclusion of the academic year but also reflected IBU's commitment to providing students with relevant, future-oriented knowledge. By addressing such a timely and impactful topic, the workshop helped equip students with valuable insights and skills that are increasingly essential in the modern digital economy.