Adis Jugo for Business Magazine on the Adriatics Tech Summit, the Leadership Summit, and the responsibility of decision-making in the era of artificial intelligence

January 2026

In an industry defined by rapid change, few people manage to combine deep technical knowledge with a clear understanding of the broader consequences those changes bring. Adis Jugo is one of them. As one of the key figures behind the European Collaboration Summit (ECS), the largest Microsoft conference in Europe, co-founder of the run.events platform, and Microsoft Regional Director, Jugo has spent years working at the intersection of technology, business, and community.

His professional path has been shaped by projects that grew organically: out of trust, long-term relationships, and a clear vision of what technology should ultimately serve. The Adriatics Tech Summit (ATS), taking place in Sarajevo at the end of March, and the Leadership Summit that precedes it, provide the context for a conversation about what responsible leadership looks like today in the world of information technology.

Q: The Adriatics Tech Summit has, in a very short time, become relevant both regionally and across Europe. In your view, what was decisive in gaining industry support from the very beginning?

AJ: ATS did not emerge as an isolated idea. Behind it is a team that has been building the European Collaboration Summit for thirteen years, learning along the way just how important trust and continuity really are. When companies, speakers, or partners decide to take part in ATS today, they are not relying on assumptions, but on previous experience.

In that sense, ATS is a continuation of a clear philosophy: top-tier content, relevant topics, and people who truly understand the industry from the inside. Sarajevo, meanwhile, is by no means a random choice. It carries symbolism and a message that serious, globally relevant conversations can, and should, take place outside traditional centres of power.

Q: This year, you are introducing the Leadership Summit for the first time, held immediately before ATS. How did the idea for this format come about?

AJ: It emerged quite naturally from conversations we have been having for years with leaders, CEOs, founders, CTOs, and decision-makers. These discussions often happened outside the official conference programme, during breaks, at dinners, or over coffee. And almost without exception, they touched on topics for which there is simply not enough space at traditional tech events.

Today, everyone talks about artificial intelligence, digital transformation, and innovation, but far less about responsibility, regulation, and the long-term consequences of these technologies. The Leadership Summit is designed as a much-needed space where these issues can be discussed openly, within a smaller and more focused group.

Q: Which topics will be at the core of the Leadership Summit, and why are they particularly important right now?

AJ: The topics were chosen very deliberately, because they address real challenges we are already facing. One of the central themes is Responsible AI. Artificial intelligence is developing at an extraordinary pace, yet the question of its responsible use often remains overshadowed by technological enthusiasm. Today’s leaders must understand not only what is possible, but also what is ethical and appropriate.

Another key topic is the EU AI Act, the world’s first comprehensive legal framework for regulating artificial intelligence. It has direct implications for the European Union, but also for Bosnia and Herzegovina as a candidate country. The Leadership Summit will open up a discussion on what this framework means in practice for companies, institutions, and the labour market.

There is also the issue of digital sovereignty. Europe currently finds itself positioned between the technological dominance of the United States and China. How dependent are we really on non-European cloud solutions, chips, hardware, and AI technologies? What are the realistic chances of reducing that dependency, and how do European and US regulatory frameworks relate to one another? These are serious questions with both political and business dimensions.

Finally, security and cybersecurity are unavoidable topics, especially in the context of artificial intelligence. The barriers to cyberattacks are now extremely low. Practically anyone can become an attacker. Leaders need to understand how to protect themselves and how to build long-term resilience within their organisations.

Q: How does the Leadership Summit differ from the Adriatics Tech Summit, and who is it primarily intended for?

AJ: ATS is a broad, open platform for knowledge exchange and networking. It brings together technology experts, companies, and decision-makers from across the region and beyond, with a focus on practical solutions, real-world application, and future trends. The Leadership Summit, on the other hand, is smaller, more exclusive, and intended for leaders who already carry responsibility for strategy, people, and decisions with long-term consequences.

It is important to emphasise that these two formats complement one another. The Leadership Summit would not make sense without the context and credibility that ATS provides, while ATS gains additional depth through the Leadership Summit-a space for strategic dialogue.

Q: Unlike ATS, which takes place at the Hills, the Leadership Summit is held at the City Hall. How important is the setting for this kind of format?

AJ: Extremely important, I would say. Beyond being a visually striking and representative space, the City Hall carries strong symbolism of dialogue, encounter, and historical responsibility. The Leadership Summit is conceived as a conversation on precisely that level, in a comfortable yet serious business environment, where participants can focus on substance.

Q: What long-term message do you want to send to the business community through ATS and the Leadership Summit?

AJ: The message is simple, but demanding: technology without responsibility makes no sense. ATS demonstrates that the region has the knowledge, the people, and the capacity for global relevance. The Leadership Summit adds a layer of maturity, opening discussions on regulation, ethics, security, and the long-term impact of technological decisions.

If, through these two platforms, we succeed in connecting people who understand that leadership is not a title, but a responsibility, then we have achieved something that goes beyond the framework of a conference.

Original text is HERE.