"Set it and forget it" may have worked for traditional IT — but it breaks down in the age of GenAI.

In this episode of The Generative Edge, Donovan is joined by Natali Delić, Chief Strategy and Digital Officer at Telekom Srbija, to explore why GenAI and Agentic AI require organizations to fundamentally rethink how they design, run, and evolve their processes.

Natali challenges the assumption that AI's primary value lies in automating what already exists. Instead, she argues that real impact comes from reinventing processes end to end, supported by strong data foundations, continuous governance, and sustained leadership engagement. We discuss why AI behaves less like a static system and more like a living one — and what that shift means for operating models, middle management, and long-term value creation.

A practical, executive-level conversation for leaders looking to move beyond AI hype and toward responsible, sustainable transformation.

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Before AI can transform your business, you have to trust your data—and your people have to trust the AI.

Live from AWS Cloud Day in Prague, Ataccama CTO Martin Zahumensky joins Donovan Spronk (DT CE) and Vyasaraj Kulkarni (AWS EMEA) to unpack how data quality, Agentic AI, and engineering culture are colliding to reshape the future of enterprise AI.

From wrangling unstructured data to training AI agents that can choose the right datasets themselves, Martin shares how Ataccama helps global companies move from AI experiments to AI at scale.

We explore:

• Why data trust is the true foundation of AI success

• How Ataccama is making 85% of unstructured enterprise data usable

• What happens when leaders use AI to build solutions—no coding required

• How generative AI is transforming engineering culture and leadership

If you care about data, innovation, or the future of work—this episode will change how you think about all three.

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"We generated 450 AI initiatives — and killed them all."

That's how Szymon Myslinski, VP of Enterprise Architecture & Technology Transformation at Philip Morris International (PMI), describes the company's journey out of "pilot purgatory" and toward scaling AI for real impact.

Historically rooted in the tobacco industry, PMI is now evolving its strategy toward wellness, pharma, and consumer goods — with AI playing a central role. Szymon explains how the company moved from scattered experiments to a set of 8–10 scalable AI capabilities, and now into enterprise-wide process reimagination delivering measurable value.

Highlights include how PMI:

• Cut product rollout cycles from months to days with AI-enabled compliance.
• Embedded AI as standard infrastructure across the workforce.
• Shifted the focus from technology to people, process, and measurable outcomes.
• Learned to pivot fast, scaling only when value is clear.

Tune in to hear how PMI is breaking the habit of endless pilots and building an AI-powered future with global impact.

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