Founded in 2016 near Cernica in Ilfov county, Prime Batteries began production with a focus on high-efficiency lithium-ion systems. Key partnerships accelerated its growth, including EIT InnoEnergy’s entry in 2022 and recent investment from German fund T2Y Capital. A joint venture with South Korea’s Top Material for active battery materials production further strengthens its supply chain, positioning it as one of Europe’s few independent players.

The company reported robust results for 2024, with turnover reaching EUR 55 million, up 34% year-over-year, and net profit climbing 20% to EUR 10 million. These figures reflect operational excellence and investor confidence in Prime’s scalable model.

Tier 1 Status Explained

BloombergNEF’s Tier 1 designation evaluates manufacturers on financial stability, project delivery track record, technological innovation, and market impact. Qualifying requires submitting at least six eligible projects over two years, a benchmark Prime has met through deployments of renewable integration projects across Europe. This “bankability” seal boosts access to large-scale financing for energy storage megaprojects.

Prime’s systems optimise renewable energy use by minimising losses in solar and wind applications, reducing grid dependency and costs by up to 20% via smart manufacturing. As global demand for storage surges, the company’s eco-friendly processes support the shift to low-carbon power. This achievement not only elevates Romanian tech on the world stage but also accelerates the clean energy transition.

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In just weeks, her tracks have been clipped, remixed, and reposted at scale, pushing her into mainstream conversation and forcing Romania’s music scene to confront a question that used to feel abstract: when a “star” is built by software, what exactly are people falling in love with?

Who is behind Lolita Cercel?

Romanian media have linked the project to a creator known publicly only as “Tom,” described as a young visual designer who chose to remain anonymous. According to accounts attributed to him, he writes lyrics, shapes the character’s persona, and uses AI tools to generate the vocal performance and accelerate production across audio and video.

The intent is clear: keep the human operator in the background and let the virtual artist take the spotlight – complete with a consistent look, tone, and attitude that can be deployed across platforms at speed.

Why did her rise happen so fast?

Lolita’s breakout follows a modern, platform-first formula. The songs are structured around immediate hooks, high-energy rhythms, and short sections that translate cleanly into 10–20 second clips – exactly what drives discovery on TikTok-style feeds. At the same time, the visuals are optimised for retention: a coherent, repeatable aesthetic that makes the character instantly recognisable even when users encounter her in fragments.

What’s different is the pace. The project has been described as releasing multiple tracks in a short window, with rapid turnaround from idea to finished clip – something that would be difficult to match with traditional production cycles.

The fan effect: duets, edits, and a “real” digital presence

Once a virtual persona reaches critical mass, audiences become the engine. Lolita Cercel’s rise has been amplified by user-generated edits, duet formats with influencers, and meme-like repetition of specific lines and choruses. That repetition builds familiarity, and familiarity builds belief.

For many listeners, “real” stops meaning “human” and starts meaning “consistently present.” If an artist shows up every day in the feed, in the same voice, with the same identity cues, the brain processes that presence as authentic, regardless of how it was made.

Backlash from musicians: shortcuts, craft, and the fear of displacement

The backlash has been immediate. Critics from within the music ecosystem argue that AI-driven pop normalises shortcuts and creates an uneven playing field, especially for performers who build careers through years of training, studio time, and live performance.

A second line of criticism targets the underlying generative process itself. Some commentators claim that AI systems learn style, phrasing, and structure from massive pools of human-made work without transparent consent or compensation, raising concerns about what “originality” means when creation is statistical synthesis at scale.

The cultural fault line: representation and the ethics of aesthetic borrowing

Beyond industry anxiety, the most sensitive debate centres on cultural representation. Lolita’s branding has been discussed as leaning into visual and thematic cues associated with Roma-influenced pop aesthetics and Romanian urban street styling – elements that carry real cultural weight. Critics argue that these cues can be packaged for algorithmic performance without accountability, while supporters counter that pop has always been a hybrid space where styles circulate and evolve.

This is where the conversation moves from “music tech” into ethics: who gets to use which symbols, for what purpose, and who benefits when those symbols go viral.

What Lolita Cercel changes in Romanian pop

Lolita Cercel is more than a viral curiosity. She functions as a stress test for the Romanian pop ecosystem: audiences rewarding speed and novelty, creators learning that music can be shipped like content, and critics warning that artistic labour and cultural meaning can be flattened into high-performing templates.

Whether the project fades or evolves into a long-running franchise, the disruption is already here. The debate is no longer theoretical. It has a name, a face, and a voice, and that name is Lolita Cercel.

Still doubt if AI will replace humans? But of course it will!

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Sports fans have been watching games as fans for decades. If it were in stadiums or in front of TV sets, the engagement boiled down to supporting a team and, afterwards, discussing the match result. But the digital age has broadened the definition of what it means to connect with fans. This shift has been driven primarily by sports betting platforms, which provide audiences with new ways to experience the excitement of live events.

Technology Meets Tradition

Betting on sports has been around for hundreds of years, but the way we do it today has changed beyond recognition. Online platforms embed real-time data, live statistics and streaming options that take fans closer to the action. As reported by The Guardian, the mix of mobile technology and fast internet has enabled sports betting to become a worldwide market, with millions of users placing bets daily. What makes this particular transformation into a unique blend of old and new is the fusion of tradition and technology.

Beyond the Numbers: Fan-Centric Experiences

No longer is sports betting all about guessing the score lines or results. Numerous platforms provide functions that allow users to check their player performance, have deeper statistics and tailor their experience. That evolution aligns with the same arc as what has been happening in entertainment, where audiences no longer want just passive viewing. They crave control, interaction, and personalisation, and sports betting platforms are catering beautifully to those primal instincts.

A New Era of Accessibility

Arguably this change has been one of the most staggering [NO SPUN] in the way fans have access to sports betting across the globe. Platforms such as novibet.ie offer a multitude of sports and niche markets too, from football to tennis and everything you could want really. Being able to do so, fans are now able to keep track of their favourite teams and bet on them as the game plays out, no matter how far away they might be from where the action is taking place. And with the emphasis on the international capabilities of these platforms, it demonstrates the need for inclusive services that range across sports cultures and incentives.

Importance of Data in Facilitating Decisions

Data is an integral part of sports betting in the modern age. Bettors are not relying on pure instinct or Lady Luck. Instead, they rely on advanced stats, win/loss records and even statistical projections to make their decisions. That shows a more general trend in sports where virtually every aspect has become measurable and reportable: player fitness, tactical decisions, etc. Such information helps platforms allow fans to make informed decisions, leading to an enhanced experience.

Responsible Innovation

However, with the rise of digital betting comes concern and scrutiny on responsibility and regulation. There has been a noticeable increase in the efforts of industry leaders to provide tools that promote safe play. Features such as deposit limits, time-out options, and self-exclusion are becoming increasingly standard. Such an emphasis on accountability means that technology will not only enhance the fan experience but also mitigate risks. The scale of that balance will determine the future of the industry and its sustainability.

Looking Toward Global Trends

The sports betting landscape is continuing to evolve globally, with a wide variety of regulations and advancements emerging in various areas. Europe has historically dominated this sphere, but it is the emerging markets in Asia and North America which are fuelling growth. With advancing technology, artificial intelligence, and machine learning will take it a step further to personalise experiences. Fans can look forward to a future of sport where engagement is more interactive, informed, and accessible than ever before.

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The Dacia Hipster concept redefines urban electric mobility by focusing on what truly matters: essential features, sustainability, and affordability. This radical city car embodies Dacia’s enduring philosophy – making mobility accessible to everyone without unnecessary complexity or cost.

DACIA HIPSTER 2025: MINIMALIST AND PRACTICAL DESIGN

Measuring only 3 metres long and just over 1.5 metres wide and high, the Hipster is among the most compact electric vehicles on the European market. Despite its small footprint, it comfortably seats four adults thanks to innovative packaging and wheels pushed to the corners, creating a surprisingly spacious interior. The boot capacity varies from 70 litres with four passengers to a practical 500 litres with the rear bench folded down, enough to fit even a washing machine.

Dacia took a back-to-basics approach with the Hipster’s design, stripping away non-essential features to reduce weight and cost. Manual windows replace electric motors, fabric straps substitute traditional door handles, and the thin mesh-covered seats with visible frames keep weight to a minimum. The car might come in a single, understated grey-blue colour to streamline production and costs.

The interior shines with innovative practicality, featuring 11 YouClip anchor points spread across the dashboard, door panels, and boot. These allow easy customisation with accessories like cup holders, armrests, and lights, personalising the cabin to each user’s needs and enhancing daily usability.

ECO-SMART ELECTRIC POWERTRAIN FOR URBAN LIFE

Powered fully by electricity, the Hipster concept promises to halve the carbon footprint of conventional electric vehicles. Its estimated range of 150 kilometres and a top speed of around 90 km/h are ideally suited for urban and suburban daily driving, where average distances are typically short. This makes the Hipster an ideal option for city dwellers seeking an affordable, sustainable vehicle that doesn’t compromise on style.

Connectivity is designed around Dacia’s “Bring Your Own Device” philosophy. Instead of a built-in multimedia screen, Hipster utilises a smartphone docking station that serves as both the digital key and infotainment screen, seamlessly linking to the driver’s apps for navigation and music.

A VISION FOR THE FUTURE OF AFFORDABLE ELECTRIC VEHICLES

Dacia Hipster is more than a concept car – it is a vision for the popular electric car of tomorrow. By reinventing the fundamentals of mobility, Dacia aims to deliver a practical, eco-friendly urban vehicle at a price point comparable to sophisticated electric bicycles, potentially below 15,000 euros.

Its success depends on evolving European regulations to create a new vehicle category, similar to Japan’s Kei cars, that supports lighter, smaller, and more affordable cars with reasonable safety standards adapted to city driving.

David Durand, Dacia’s Design Director, emphasises the project’s ambition: “This is the most Dacia-esque project I have ever worked on. It has the same societal impact as Logan did 20 years ago.” Hipster demonstrates that going back to essentials does not mean sacrificing style or usability but instead creating a fresh, bold approach to urban electric mobility.

The Dacia Hipster promises to open a new chapter in accessible, sustainable driving, perfectly aligned with Dacia’s values: robust, eco-smart, and essential but cool.

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UPDATE 2.30 PM. Google re-introduces AI Overviews in Romania after a bug that affected all searches on Friday morning. Now, AI Overviews are on top of selected searches.

Original news: Friday, August 8th, 07.30: Google AI Overviews lack in searches from Romania

In a move that has surprised many digital marketers and publishers, Google’s AI Overviews—the AI-powered summaries that appear at the top of specific search results—are no longer active in Romania.

Live testing carried out by Valahia News on August 8, 2025, early in the morning, using tens of queries that previously triggered AI Overviews, confirms the change. Searches such as “how to make a sourdough starter step by step” and “why is the sky blue” now return the traditional Google results layout, with no AI-generated answer box.

There are hundreds of specific queries tested, but the above are among the classic examples. No query is still bringing AI Overviews results on top of the classical feed – instead, only snippet features or organic results.

What AI Overviews Are

Launched globally in May 2025, AI Overviews quickly became one of Google’s most talked-about features. By synthesising information from multiple sources, they provided users with a concise answer directly in the search results, often reducing the need to click through to individual websites.

While convenient for users, AI Overviews had a significant impact on SEO strategies and organic traffic, as many websites saw a drop in clicks when answers were displayed directly in the SERPs.

Impact on Romania’s Digital Landscape

With the removal of AI Overviews, at least for now, Romanian businesses, publishers, and content creators may see a rebound in organic traffic. More searchers will have to click on actual web pages to get the information they need, returning visibility to websites that were previously pushed further down the page.

Recently, a study on the traffic drop for news platforms in Romania showed between 40 and 70% loss in organic traffic for famous online platforms, including ziare.com, click.ro or even stiripesurse.

Expert Opinion on AI Overviews Removal – Is It Temporary?

To understand the potential implications, Valahia News spoke with Adam C., founder of TUYA Digital – SEO & Digital Marketing.

This is a significant shift. We’ve spent months advising clients on how to adapt to the reduced visibility caused by AI Overviews, with this feature gone, even temporarily, the playing field changes. Websites have a chance to regain some of the traffic they lost. It’s hard to say if it’s temporary or not or if it’s for all queries or specific ones. Google runs a lot of regional tests. This might be temporary, due to the recent launch of ChatGPT 5, or it could be connected to ongoing discussions in the EU around AI transparency and copyright. Either way, smart marketers will use this time to double down on organic SEO.

Adam C., TUYA Digital – SEO & GEO on the removal of the AI Overviews feature in Romania on August 8th

Google has not issued an official statement regarding the removal of AI Overviews for Romanian users or the European markets. It could be a glitch in the Matrix or a temporary decision based on the recent effects of the Google July algorithm update. Until then, the change remains unexplained.

Valahia News will continue monitoring the situation and provide updates if Google confirms whether this is a temporary test, a compliance-related pause, or a permanent removal.

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The remarkable performance of the Romanian team stands out as the pinnacle of national success in the event’s history. Traditionally known as one of the world’s leading nations in competitive informatics, Romania has maintained a longstanding tradition of excellence at the IOI. This year’s all-gold haul surpasses the previous best results, underscoring the strength and talent of the country’s young programmers.

The IOI is the foremost global competition in computer science for high-school-aged students, challenging participants with complex algorithmic and programming problems. Each nation may field a team of up to four contestants, all of whom must win national qualification rounds to earn their spot at the international level. Romania’s four contestants rose to the occasion, delivering perfect performances to secure the gold in each instance—an unprecedented feat for the country.

The Bolivian setting provided a vibrant international venue for this year’s edition, with young talents coming together to develop, innovate, and foster a spirit of collaboration alongside competition. This historic accomplishment in Sucre further consolidates Romania’s standing among the best in the global informatics community.

This latest triumph cements Romania’s position as one of the top countries in the world for informatics education and competitive programming. It serves as an inspiring example for future generations of students aiming for excellence in STEM fields.

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JSON Prompting is a method rooted in structure and precision, and according to TUYA Digital, a leading Romanian Generative Engine Optimisation company, it may be the key to scalable, reliable AI automation in the years ahead.

JSON Prompting, as described in TUYA Digital’s recent article, refers to the practice of sending structured JSON instructions to large language models (LLMs) and receiving clean, machine-readable responses in return.

While the idea sounds technical, the implications are much broader: from content automation to conversational AI to large-scale SEO strategies, the format is being adopted to bring consistency, control, and compliance to the otherwise unpredictable world of AI text generation.

Why It Matters – and Why GEO Agencies Are Watching

For those unfamiliar, GEO – short for Generative Engine Optimisation — is the emerging practice of optimising content not just for search engines, but for AI-driven discovery tools like ChatGPT, Google’s AI overviews, and conversational browsers.

And here, JSON Prompting shines. For those who are still not convinced, JSON, which stands for JavaScript Object Notation, is a lightweight, text-based, language-independent data exchange format, commonly used for transmitting data between a server and web applications.

So, while AI-based LLMs focus on a natural dialogue between humans and machines, why wouldn’t it be better for the machines to be “talked to” in a structured, simplified language? That “language” is JSON. 

According to TUYA Digital, widely recognised as the leading GEO agency in Romania and among the pioneers of this Generative Engine Optimisation field in Europe, structured prompts help ensure that content is understood, processed, and repurposed by generative models more accurately than ever before. The agency notes that JSON-based instructions are not only more consistent in terms of output but also make it easier to automate workflows for metadata, SEO blocks, FAQ generation, and other essential tasks in the GEO toolkit.

TUYA Digital: Romania’s Voice in the Global GEO Conversation

TUYA Digital has long stood out as a forward-thinking agency, embracing Large Language Model Optimisation (LEO), Answer Engine Optimisation (AEO), and now structured prompting techniques that align perfectly with how AI is beginning to parse and prioritise content.

Their latest material on JSON Prompting isn’t just a technical breakdown — it’s a strategic guide. One that outlines best practices, clear use cases, and most importantly, the reason why every digital content creator should start thinking structurally.

The rise of TUYA Digital highlights a broader trend — Romanian digital agencies are no longer just serving local clients. They’re shaping best practices at a European level, and their influence in AI and automation is growing by the month.

Valahia News has previously covered the evolution of SEO in Romania and how agencies like TUYA are helping redefine it through the lens of artificial intelligence. With JSON Prompting entering the mainstream, it’s no surprise that Romania’s top GEO agency is again at the forefront, making this technical tool accessible and actionable.

The Future Is Structured – and JSON Prompting is Key

Whether you’re a startup, an e-commerce brand, or a media outlet adapting to generative search, TUYA Digital’s insight is increasingly relevant. JSON Prompting isn’t just a way to “talk to AI” — it’s how we ensure our content is seen, understood, and reused in a world where machines are now both readers and redistributors.

About TUYA Digital:
Headquartered in Bucharest, TUYA Digital is the first and most prominent Romanian agency specialised in Generative Engine Optimisation. Their work spans GEO, AEO, and LEO strategies, helping brands adapt to AI-first search and content environments.

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Main Partner: eMAG – Driving Innovation in Romania

eMAG, Romania’s leading technology company, is the Main Partner of DevTalks Romania 2025. Renowned for developing innovative solutions for customers and marketplace sellers, eMAG will be present both on the main stage and in the expo area. Visitors can interact with eMAG specialists, participate in tech challenges, and explore career opportunities.

What to Expect at DevTalks Romania 2025

14 Stages of Cutting-Edge Technical Content

Attendees will have access to 14 dedicated stages covering a wide range of topics:

• Java
• Web Development
• Mobile Development
• Women in Tech
• Big Data & Cloud
• DevLead
• Future of Engineering
• DevOps
• QA & Testing
• Security
• Product World
• Gaming

Keynote Sessions and Expert Presentations

• June 4:
  • Laura Gheoldan, Machine Learning Engineer at eMAG
    • Topic: Simplified Search & Recommendations: ML-Driven Systems That Scale
• June 5:
  • Bogdan Sorescu, Senior Director Seller Experience & Advertising, eMAG
  • Vlad Puescu, Senior Product Director Content, eMAG
    • Topic: Evolution of the eMAG Marketplace Platform: From eMAG’s Product AI Playbook – Lessons from the Frontlines (Product World Stage)

Networking and Industry Collaboration

Over 80 partners from the IT&C industry will be present, making DevTalks Romania a true tech hub for networking, learning, and discovering the latest trends and technologies. The event will feature:

• Masterclasses and workshops
• Tech Edu sessions for children
• Interactive expo area
• Networking opportunities

Why DevTalks Romania Matters

DevTalks Romania is more than just a conference—it’s a catalyst for the Romanian and Southeast European tech ecosystem. The event supports the growth of local talent, fosters innovation, and connects professionals with global industry leaders.

Technology is not just about code and algorithms, but about people who turn bold ideas into reality. Since 2001, eMAG has contributed to Romania’s technological revolution and defines what innovation and customer centricity mean. We are proud to develop exceptional tech teams in Romania, with know-how that competes globally. Supporting DevTalks as Main Partner is a natural extension of our mission to help develop the local tech community

Cosmin Dodoc, VP People & Organisation eMAG Group.

DevTalks Romania 2025 is supported by the most important players in the tech industry, including Playtika, Systematic, ING Bank Romania, METRO.digital, Google, EveryMatrix, Amazon, Microsoft, Booking Holdings, VOIS Romania, AD/01, Keysight, UiPath, Accenture, 1&1, MassMutual, Thales, P&G, Tremend, Trend Consult, BCR, Thoughtworks, STS, InThePocket, Stefanini, Adobe, N-iX, HCLTech, Criteo, EPAM, Deloitte, UniCredit, Electronic Arts, Stripe, and many more.

Join DevTalks Romania 2025

Whether you’re a software developer, tech leader, or IT professional, DevTalks Romania 2025 is the must-attend event for anyone passionate about technology, innovation, and professional growth.

Location: Romexpo, Pavilion B1, Bucharest
Dates: June 4–5, 2025
Website: devtalks.ro

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In a period marked by uncertainty and skepticism, trust becomes essential in the relationship between brands and consumers. Digital marketing specialists tell us how to build a successful brand, but who are the champions in Romania from this perspective?

Most trusted brands in Romania according to the Kantar study

During the event “The Trust Factor—Building Brands That Endure Uncertainty,” Kantar Romania presented the top 20 most trusted brands according to consumers’ perceptions.

Kantar BrandZ Romania—Ranking of the top 20 brands* according to the trust they inspire in Romanian consumers, brands measured between 2022 and 2025.

Glovo ranked first, registering the highest trust index (146) of all the 162 brands evaluated by BrandZ in Romania, significantly above the market average (100).

The analysis of the Top 20 ranking reveals some key trends in Romanians’ preferences:

• The dominance of delivery platforms and retailers: Their massive presence underlines how much Romanians value convenience and brands that simplify their lives.
• Performers in traditionally low-trust sectors: Even in challenging categories like OTCs or spirits, brands like Nurofen and Jack Daniel’s manage to gain consumer trust.
• The power of global quality brands: Established brands such as Samsung are at the top, confirming the importance of perceived quality.
• The success of local brands: Borsec and eMAG proves that local brands with a solid history and reputation can build a strong relationship of trust.
• Innovation in banking: Innovative solutions like Revolut are gaining ground alongside traditional banks, which are known for their integrity.

In contrast, the utilities and hair care sectors did not have representatives at the top of the trust. The barriers identified include:

• Utilities: The uncertainty generated by sector liberalization, discussions about capping and prices, and the complexity of services.
• Hair care: The sheer number of options, communication that idealizes results, variable efficacy, and growing demand for natural ingredients.

The challenges of the post-truth era in trust

The event started with an analysis of the current context by Carmen Pătrașcu, Managing Director of Kantar Romania. It highlighted the challenges of a world dominated by misinformation and skepticism: we live in a world where fabricated stories spread rapidly, fueled by algorithms and our own biases. Manipulated images, masterfully woven fake news – they erode trust, produce division and make us question everything.

Welcome to the post-truth era! A world in which, more often than not, faith weighs more than evidence. When people struggle to distinguish fact from fiction, when they don’t have access to clear, easy-to-understand scientific information, fear can take root. As shown by Romanians (editor’s note: according to the latest Eurobarometer, Romanians doubt science the most), this scepticism towards science hinders progress. It can impact people’s decisions, e.g. about their health, stifle innovation and the adoption of new products.

In an age when objective facts and truth have less influence on the formation of public opinion, less than emotional appeals and personal or group beliefs – this question therefore arises more and more: how do we build trust?

Carmen Pătrașcu, Managing Director of Kantar Romania

How to build and measure trust

Mary Kyriakidi, Global Thought Leader at Kantar and special guest of the event, presented the “3i” model as a tool for building trust:

1. Integrity: Do what you promise and provide adequate compensation when problems arise.
2. Identification is establishing a connection on a human, emotional level—essential in uncertain times when people rely more on emotions.
3. Inclusion: making the consumer feel part of the brand’s community, equal and valued, activating the primordial feeling of trust in the group.

Witnessing the warmth and enthusiasm in the room helped us to bring Kantar’s 3 ‘i’s of Brand Trust vividly to life. It’s a powerful reminder that trust isn’t just theoretical; it’s deeply human. When we talk about Integrity, Identification, and Inclusion, we’re talking about creating the very kind of genuine connection and receptive environment we experienced together during the entire session. This engagement underscores how vital these elements are, not just for brands connecting with consumers, but for us marketers connecting with each other around shared challenges and insights.

Mary Kyriakidi highlighting the model’s resonance with the event attendees’ experience.

The impact of trust on the purchase decision

Kantar’s global studies show that trust is hard to earn: only 1 in 4 consumers worldwide say they trust brands.

Although this level of trust may seem modest, it tells us an essential story about trust: it is not built overnight; It is gained gradually, percentage by percentage, through consistent quality, authentic stories, and sincere brand engagement. In a world where trust is becoming increasingly scarce, brands that manage to earn it are in an advantageous position. They not only strengthen their reputation but also become the preferred choice of consumers, thus simplifying the decision-making process

Madalin Vladu, Senior Director, Brand & Sustainability Lead at Kantar Romania

The level of trust varies significantly between countries (e.g. 33% in Mexico vs. 18% in Italy). In Romania, the average level of 23% (based on the 162 brands analyzed) is close to the global average, but underlines the importance of adapting strategies to local specificity.

Moreover, Kantar’s analyses revealed a strong correlation (R²=0.6) between a brand’s trust level and Romanian consumers’ predisposition to choose it. A trusted brand has a significantly higher chance of ending up in the shopping cart.

But as hard as it is to build, trust can be easily destroyed. An example is how Romanians perceive what brands do and communicate regarding sustainability. Eight out of 10 Romanians believe that brands only pursue profit when they talk about sustainability, and one out of two feel that brands communicate falsely or misleadingly about sustainability, i.e., they are greenwashing. This skepticism is not just a passive attitude; it directly influences purchasing decisions, especially among consumers who behave sustainably.

The study confirms this: brands Romanians perceive as innovative generate 27% more trust than those perceived as less innovative. Thus, innovation amplifies the positive effect of trust on purchase intention. 

Just like people, brands have a life cycle: they are born, they grow, they grow old and sometimes they get tired. To keep up, they need to innovate and evolve. New brands need to innovate to stand out and enter the market – i.e. to predispose more people – and established brands to revitalize or expand – i.e. to find a space, a new source for growth.

Anca Vlad, Account Director, Innovation Lead at Kantar Romania.

Practical insights on trust from industry leaders

The event culminated with a dynamic discussion moderated by Andreea Dîrzu, Account Director, Brand & Creative at Kantar Romania. Marketing leaders from top-tier brands shared their practical experiences on integrating trust into daily operations:

• Cristina Miclea, Marketing Director, Lactalis Romania
• Diana Mihai, Director of Marketing, Communication and Brand Experience, ING Romania
• Narcis Horhoianu, Chief Marketing Officer & E-commerce, Carrefour Romania
• Tudor David, Marketing Director, Farmec

The panel’s valuable conclusions about translating the concept of trust into tangible business strategies, from communication and customer service to organizational culture, were shared with the audience.

The ranking of the most trusted brands in Romania was compiled using the same approach Kantar uses to compile the BrandZ ranking of the 100 most valuable brands globally every year.

Kantar is the world’s leading marketing data and analytics business and an indispensable brand partner to the world’s top companies. We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened, why, and how to shape the marketing strategies that shape their future.

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Designed as AI-based education software to address challenges such as student disengagement, dropout rates, and the need for personalized learning, Saro is set to revolutionize how students and educators interact with the educational process.

What Makes Saro Unique?

Saro is the world’s first proactive motivational AI tailored specifically for education. Acting as a “best friend in learning,” it tracks students’ performance, goals, and habits to provide personalized support. From daily conversations about academic planning to interventions designed to boost motivation, Saro ensures students stay engaged and focused on their studies.

Key features include:

• Daily Monitoring: Saro tracks interactions on learning platforms and assesses motivation levels through voice messages and visual content.
• Motivational Techniques: Using over 40 engagement strategies, Saro helps improve academic performance and reduce dropout rates.
• Personalized Support: It offers relevant content tailored to each student’s field of study, along with discussions about ambitions and future plans.

Impact of SARO on Students

The results of pilot programs have been remarkable. Students who interacted with Saro completed 41% more assignments than those using traditional methods. Additionally, attendance at extracurricular events increased by 89%, showcasing its ability to foster deeper engagement. Feedback has been overwhelmingly positive, with 9 out of 10 participants reporting that Saro helped them study more effectively.

Support for Educators

Teachers benefit from Saro’s ability to streamline administrative tasks. Integrating with online gradebooks and other institutional platforms provides real-time insights into student progress and identifies those who need extra support. This allows educators to focus on teaching rather than paperwork.

Digital Nation developed Saro entirely in Romania, backed by a $700,000 grant from Google.org and an additional $150,000 internal investment. The solution has been tested with nearly 1,900 participants in programs like Generația Tech. Its scalability makes it suitable for nationwide integration into schools and universities, using existing data infrastructures such as timetables and grading systems.

The Vision for AI in Education

Saro is set to reach 4,000 users in its first two years, including university students. While currently targeted at educational institutions, its potential extends beyond schools—anyone seeking to improve their learning experience can benefit from this innovative tool.

Is AI going to replace humans? But of course it is! Yet, we’re still in the transition phase.

Combining AI-driven personalization with practical educational support, Saro represents a transformative leap forward for Romania’s education system. It addresses current challenges and positions the country as a leader in integrating advanced technology into learning environments.

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