Beyond the algorithm: Filip Macukić's path to founding an ethical AI enterprise

In a world rapidly being reshaped by Artificial Intelligence, RIT Croatia alumnus Filip Macukić stands out as a leading voice. The 2016 graduate of the International Business program is the founder of Mediartem AI, a company dedicated to human-centered AI training and transformation. Macukić’s journey is a powerful testament to how ambition, practical education, and a relentless curiosity—all forged at RIT Croatia—can pivot a career to the very cutting edge of technology.

The Transformative RIT Croatia Experience

Filip's path to RIT Croatia began unexpectedly, sparked by an article about a successful Croatian hotel manager who had attended an American university. "I felt this intuitive pull to call them, and that call changed everything," he recalls.

He describes his time at the global campus of an American university in Croatia as one of the "top three most transformative decisions" of his life. For Macukić, an extrovert who thrives on the energy of his environment, the atmosphere was a critical catalyst. "The environment, filled with ambitious, forward-thinking people, was incredibly motivating." After a challenging start, he credits the college with putting him "back on the path to realizing my full potential," culminating in making the Dean's List—a total turnaround.

The college’s strong emphasis on practical experience was pivotal. Through the co-op program and other student activities, Macukić immersed himself in diverse experiences: contributing to two scientific papers in psychology, gaining experience at startups and large corporations, starting a student club, and organizing parties. As he puts it, "No time was lost!" This foundation of healthy competition and collaborative, hands-on learning proved invaluable for his future entrepreneurial ventures.

A Human-Centered Pivot to AI

Filip’s career path was one of constant evolution, moving from co-founding a digital agency to a role in Government Affairs at Google, where he first dealt with AI from a legal and policy perspective.

The real "aha" moment was the release of ChatGPT. "I spent five days completely absorbed, exploring its capabilities. I immediately saw its potential to change everything," he says. The final confirmation came when the Dubrovnik development agency, DURA, requested an AI workshop. Filip and a colleague designed and delivered a session that was a "massive success."

In that moment, the vision for Mediartem AI was born. Macukić recognized the desperate need for guidance, particularly one that included the ethical and human-centered element from the very beginning. His company frames AI as a "cognitive amplifier" or "cognitive partner" used to augment human potential, not replace it. He constantly encourages users to be critical: "The real question is, how can this technology help me use more of my unique talents to amplify my impact, while freeing me from the mundane?"

Scaling Impact and Looking Forward

In just two years, Macukić has trained nearly 4,000 people, focusing on open-minded entrepreneurs and CEOs who understand AI is a game-changer. His biggest challenge—and what he loves most—is the constant learning required to create highly specialized workshops, such as "AI in Arts and Culture."

For the future, Macukić sees AI blending with the internet to become an inescapable part of life. Mediartem AI is already expanding globally with projects in the UK, Switzerland, Austria, and Canada. The company is developing a comprehensive six-to-twelve-month program that takes companies through four phases, moving from initial awareness to developing a full AI strategy. The goal isn't just to teach AI use but to "help them build a new, more efficient, and more human-centric way of working."

Advice to Future Alumni

To current RIT Croatia students, Macukić emphasizes the value of self-discovery. "Don't be fixated on a rigid career plan," he advises. Instead, students should use their energy and freedom to experiment with as many people and ideas as possible—like trying an internship even if it seems outside their planned field.

"The goal should be to understand three things about yourself: What are your intrinsic interests? What are you genuinely good at? And what are your core values?" he concludes. Macukić’s journey from RIT Croatia to the forefront of AI is a clear example of how staying curious, humble, and embracing the journey of discovery can lead to unforeseen and impactful success.