PAMETNA HRVATSKA Marko Gudelj

Guest Marko GudeljHosted by Boris ŽivkovićMay 3, 2026

Marko Gudelj

About this episode

What you'll hear in this conversation

The word 'robot' often conjures images of metal arms or humanoid figures, machines that perform physical tasks. But Marko Gudelj, co-founder of Robotic AI, deals in a different kind of automation: software that mimics human actions on a computer, creating what he calls 'digital workers.' His firm's platform is designed to take over the repetitive, high-volume tasks that consume back-office operations, freeing human employees for more creative and strategic work. Gudelj explains how their system uses computer vision, powered by artificial intelligence, to allow these digital workers to 'see' and interact with applications on a screen just as a person would. This approach makes the automation adaptable across a wide range of industries, from financial institutions to manufacturing plants, and even smaller accounting firms. You will leave this conversation with a clearer understanding of how to identify and automate the most tedious parts of your business, and how to redeploy human ingenuity where it truly matters.

Insights from the conversation

What to take from this episode

Marko Gudelj prefers the term 'digital worker' over 'software robot' because it avoids the Boston Dynamics association. The real point of automation isn't replacing people with machines; it's extracting the repetitive, 'robot-like' tasks from human jobs to let people do what they were actually designed for.

Robotic AI's core innovation lies in giving its digital workers 'eyes' through computer vision algorithms like OpenCV. Rather than building automation on brittle technical models, letting the software visually detect screen elements ensures it adapts more easily to interface changes, making the system more reliable.

Robotic AI doesn't target specific industries, serving everyone from large banks to small accounting firms. The shared characteristic among all good candidates for automation isn't their sector, but that their processes are manual, high-volume, and frequently repeated.

While the public sector is 'ideal' for Robotic AI's technology due to its manual processes and lower tech development, Marko Gudelj says the long, bureaucratic procurement cycles are a deal-breaker. A startup's need for rapid deal closure sometimes means walking away from the perfect technical fit.

Robotic AI's pilot project at Zagreb Holding achieved 'huge savings' in manual work, but a change in management meant the project stalled, requiring a full re-pitch. A successful proof-of-concept is never enough; internal political shifts can reset progress to zero, regardless of measured benefit.

When selling automation, Marko Gudelj says the core pitch is simple and 'very measurable': a process that takes five people can be done by one. This direct path to headcount reduction is the most effective way to secure buy-in from financial management.

One bank client saw corporate reports, once delayed by a day, delivered in 'less than a minute' after automation. While resource savings are clear, the 'side effects' of automation—like dramatically increased customer satisfaction through faster service—can often deliver a more significant competitive edge.

Explore further

ScenariosBusiness challenges CardsEducational cards TimelineTopic evolution