About Retoba

Technology makes it possible. Communication makes it useful.

Retoba is an independent, founder led AI laboratory. We bring product thinking, artificial intelligence, data and communication architecture together to build conversational systems people can understand and organisations can improve.

How Retoba is built

Accountable expertise at the core.

Retoba has also been presented as Retoba AI Systems and, in earlier project coverage, as Retoba Lab or Laboratorij Retoba. These names refer to the same organisation.

Retoba grew from practical work with brands, products and live conversational interfaces. Its core combines two disciplines that AI systems need at the same time: reliable technological and product architecture, and communication that remains clear, credible and responsible.

Retoba brings these complementary disciplines together. Around that core, it forms project teams with the technical, sector specific and creative expertise each assignment requires.

Retoba team

The people responsible for the direction.

Founder

Simon Cetin

Founder of Retoba · Founder Partner at iPROM

Simon Cetin is the founder of Retoba, founder partner at iPROM and a recognised expert in digital strategy, artificial intelligence and the information architecture of brands.

He has more than 25 years of experience in digital strategy and has led internationally recognised projects in digital advertising, marketing and artificial intelligence.

At Retoba, Simon leads product direction across conversational AI, data, enterprise integration and new models of work. His focus is turning organisational knowledge into useful systems that support real decisions and improve through evidence.

His work connects technology, business models and human centred leadership with a practical goal: helping organisations remain useful, visible and trusted as AI becomes a new interface between people and brands.

Simon on LinkedIn

Communication architecture

Brigita Zorec Cetin

Head of AI Communication Architecture at Retoba · Strategic Communications Advisor

Brigita Zorec Cetin is Head of AI Communication Architecture at Retoba and a Strategic Communications Advisor. She brings more than 25 years of experience in corporate, crisis and leadership communication to the development of AI supported communication strategies and systems.

She began her career at the communications agency Pristop and later held senior leadership roles in corporate communications at Aerodrom Ljubljana, Fraport Slovenija and Petrol.

At Retoba, Brigita connects communication strategy, organisational identity and AI knowledge architecture. She helps organisations structure their expertise, brand voice and verified information so that people and AI systems can understand and represent them accurately.

Her work protects clarity, reputation, trust and accountability as conversational interfaces and AI agents take a greater role in how organisations are discovered and understood.

Brigita on LinkedIn

How the work is organised

Built by Retoba. Strengthened by the right expertise.

Retoba leads product direction, AI and software development, communication architecture, integration and quality. When a project benefits from additional technical, domain or creative expertise, we bring in trusted partners while retaining responsibility for the complete solution.

Retoba core team

Leads product direction, AI and software development, communication architecture, integration and quality. Retoba remains responsible for the complete solution and how it performs.

Project partners

Trusted organisations engaged when a project benefits from additional technology, infrastructure, integration, research or implementation capacity.

Specialist collaborators

Selected experts in software, data, design, content, security and domain knowledge who strengthen a clearly defined part of the work.

Technology and infrastructure

The technology follows the purpose.

Retoba is not tied to a single AI model, cloud platform or infrastructure provider. We select and combine models, cloud services, data capabilities and computing infrastructure from established global and specialist providers according to each system's purpose, security and control requirements, integrations, expected scale and economics. Retoba remains responsible for the architecture that turns those capabilities into a useful and reliable system.

The future will be increasingly technological. Its most important values will remain human. We believe the teams that succeed will combine technological understanding with curiosity, trust, empathy, responsibility and the ability to collaborate.

Work with Retoba

Bring the right expertise to the right work.

Retoba works with trusted project partners and specialist collaborators while building its core team carefully. Tell us where you see a strong fit.

Partner with us Join our team