How to evolve from a traditional reporter into a strategic orchestrator of the future?
On May 26, 2026, the 21st Adriatic Controlling Conference took place, marking the region’s flagship event for finance professionals and controllers. Under the program leadership of Jan Markun (XP&A Senior Consultant, CRMT) and with support building on the guidance and mentorship of its long-standing former program chair, Dragica Erčulj, the event offered exceptional insights into the transformation of the profession through the lens of agility, new competencies, and artificial intelligence.
The event, dynamically guided by the master of ceremonies, Vid Sodnik, addressed the urgent need for radical changes in the profession driven by current modernization trends in controlling. As Jan Markun emphasized, this is not just about blindly adopting technology, but rather about a holistic shift based on three pillars:
- Processes: Moving away from rigid structures toward agile planning and rapid responses to market disruptions.
- Competencies and Talent: The role of the traditional controller is now merging with those of Data Scientists and Finance Business Partners. Alongside advanced analytics, excellent communication skills are becoming crucial for partnering with management.
- Technology: The controller is becoming the vital link between IT and the business side, with AI serving as the primary tool for boosting productivity.
International Inspiration: The Controller as a Co-Pilot (The Zalando Case Study)
Via live stream, attendees followed presentations by Pia Burkarth (Board Member of the International Association of Controllers – ICV) and Christian Brumm (Head of Financial Operations Excellence at Zalando SE). They presented concepts of agile controlling in a complex world and shared a case study from the German e-commerce giant Zalando. There, finance functions are no longer viewed merely as report preparers, but as co-pilots providing management with real-time scenario simulations to help steer the company toward growth.
Strategic Partnership, Advanced Tools, and Empowerment
Next, Aleš Štempihar (CEO of SKIT d.o.o. and author of the AIVaaS concept) expanded on the controller’s role as a strategic partner to management in the AI era. Tomaž Žele (Head of Controlling at BTC d.d.) and Aleš Jurak (COO at Resalta) complemented the technological perspective with concrete examples of modern tools. Addressing the talent pillar and empowering employees to achieve bold goals, Jan Markun spoke with Dejan Kovačič (Director, Peruna d.o.o.), a finalist for the Young Manager Award.
Panel Discussion: Boosting Productivity and the Power of Data
The afternoon session featured a high-impact panel discussion titled “Boosting Productivity as a Key Challenge for the EU Economy: What Can Controllers Do?”, moderated by Peter Ribarič (Planet GV). Panelists Andreja Štirn (Data Strategist, DataUM), Metka Erlač (Finance Business Partner, Perutnina Ptuj), and Matej Petrovčič (Co-founder and Managing Director, CRMT) shed light on why digital transformation, process reorganization, and AI are inevitable for the future of business:
- Aleš Štempihar set the strategic framework for the debate. He emphasized that in the era of AI, controllers must look beyond traditional accounting boundaries and become true strategic partners to management. They need to challenge leadership teams by asking whether their analyses act as a brake or an accelerator for development, ensuring company ambitions align with reality in the AI age.
- Matej Petrovčič highlighted the technological aspect, warning about corporate “technical debt.” He pointed out that while AI is currently a massive commercial hype, its utility depends entirely on data quality. Without clean foundations and integrated systems, no AI agent can provide accurate or actionable insights for business decision-making.
- Andreja Štirn stressed the importance of methodology and corporate analytical maturity. She warned that productivity cannot be raised simply by purchasing new, expensive software. Companies must first change their data culture, establish clear data ownership, and equip employees with the skills to interpret data correctly.
- Metka Erlač supported the theory with an excellent real-world example. She presented a comprehensive reorganization of controlling during their migration to the advanced S/4HANA system. The team broke the tradition of “rearview-mirror reporting” and successfully shifted the company’s focus from merely tracking sales volumes to precisely analyzing margins and the profitability of high-value-added products.
In conclusion, the panelists agreed that the primary duty of modern controllers in driving productivity is to clean raw data, make sense of it, and deliver timely strategic guidance that enables management to make faster, safer, and more profitable decisions.
The conference wrapped up with presentations from Matic Hren (Zavarovalnica Sava), who demonstrated real-time data pipelines for AI needs, and Eva Esih, a successful young entrepreneur featured on the Forbes 30 Under 30 list, who highlighted where young founders most often miss high-quality control support during their entrepreneurial journey.
Key Takeaway: In the age of artificial intelligence, controllers will not lose their jobs; instead, they will become indispensable orchestrators of the future. While technology will automate routine work, human professionals with a broader strategic vision will continue to deliver and secure true business value.
📸 CONFERENCE PHOTO GALLERY Author: Matej Tomić, Fotko.siKako iz klasičnega poročevalca prerasti v strateškega orkestratorja prihodnosti?
Avtor: Matej Tomić, Fotko.si
Special Thanks to Our Partners and Sponsors
The success of this event would not have been possible without the close collaboration of our partners and the generous support of our sponsors:
- Conference Organizers: CRMT & Šola kontrolinga (The School of Controlling)
- Partners: ICV (International Association of Controllers), Managers’ Association of Slovenia (Združenje Manager), Planet GV
- Sponsors: Jedox, Strategy, Qlik
📅 Save the Date for Next Year!
At the close of the conference, Jan Markun officially announced our next gathering.
The 22nd Adriatic Controlling Conference will take place on May 27, 2027. See you next year!