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Robert Bilić
Episode · #635

POSLOVNI ĐIR Robert Bilić

Guest Robert BilićHosted by Ojdana KoharevićMay 3, 2026
About this episode
What you'll hear in this conversation

For Robert Bilić, owner of Haut, the traditional wallpaper market felt too crowded. After 15 years in business-to-business printing, he saw galleries full of abstract designs that made every company "tenth or twentieth in line." His solution wasn't a new marketing angle, but a patient embrace of artificial intelligence – a technology he initially explored out of hobbyist curiosity. What began with frustratingly deformed images and low resolution eventually evolved into Print Deco, a company creating unique wall coverings in the style of old masters, without ever copying existing works. Bilić’s experience shows how a deep, persistent engagement with emerging technology, coupled with a refusal to follow the herd, can redefine an entire product category. You’ll walk away understanding how to identify novel market opportunities even when the tools seem unready.

Insights from the conversation
What to take from this episode
01
Robert Bilić didn't want to be "tenth or twentieth in line" in the crowded, abstract wallpaper market. Instead of competing on existing terms, he waited for a technological shift that allowed him to create a truly distinct offering. The way to stand out isn't always to do the same thing better; sometimes it's to do something entirely different.
02
Early AI models produced "deformed faces" and "no resolution," but Bilić continuously followed updates as a hobby. Persistent observation reveals when an emerging technology matures enough to become commercially viable, rather than dismissing it based on initial imperfections.
03
AI handles "at least eighty percent of the work" for Print Deco's designs, but human designers still mix images and add effects. Artificial intelligence isn't about full automation; it's a powerful co-pilot that dramatically increases efficiency and creative scope for human expertise.
04
Bilić compares current fears about AI to 19th-century predictions that New York would become unlivable due to horse manure, failing to foresee the automobile. Technological shifts rarely lead to the direct replacement of existing jobs; instead, they create entirely new industries and fundamentally change how problems are solved.
05
He notes that AI allows entrepreneurs to "practically work from your room and start a business," providing a "large team" in the background. Artificial intelligence democratizes entrepreneurship by significantly lowering the initial capital required for staff, machinery, or physical premises.
06
When struggling with a complex 3D printer code issue that human experts couldn't solve, Bilić fed the code into ChatGPT, which then generated a working solution. For highly specific technical challenges, AI's capacity to process vast datasets and generate tailored solutions can often surpass traditional human consultation.
07
Print Deco generates new images "in the style of Michelangelo" by using text prompts, rather than reproducing existing works. AI-generated art creates a new category of original works, drawing inspiration from masters without illicitly copying them, offering a fresh aesthetic that evokes established styles while remaining distinct.
08
The ability to adapt a prompt and get a new result "in less than a minute" allows for continuous refinement. AI transforms the creative process from a linear path to a rapid, iterative loop, allowing designers to experiment and refine ideas far more quickly than traditional methods.
09
Bilić hasn't seen anyone else using AI for wallpaper in Croatia or abroad, and reactions from customers are good. Being an early adopter of a novel technology application creates a distinct market advantage, allowing you to define a new product category rather than just competing in an existing one.
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