From machines to marketing

I trained as a mechatronics engineer and started out in [PLACEHOLDER — first employer / industry], programming controllers and tuning machines that had to run through the night with nobody watching. That work doesn’t really teach you electronics or code. It teaches you that a system fails at its cleverest part, and that the operator at 3 a.m. is the only user who counts.

I did that for [PLACEHOLDER] years. Somewhere along the way I noticed I cared more about designing the procedure than turning the wrench — the drawing that lets the next person run the machine without me in the room.

Around 2021 I moved into SEO and content — first for my own projects, then for clients through Spletni Marketing. On paper it was a strange jump. In practice it was the same discipline: a search engine is a machine with an undocumented spec, and content production is a production line.

So I mapped it like one — research in, briefs, drafts, review, publish — and fixed the stations where quality actually leaked. [PLACEHOLDER — one concrete client result from this period.]

When language models got good enough to sit inside that line, most teams did one of two things: banned them, or let them run unsupervised. Both fail — one wastes the machine, the other wastes the reader’s trust.

Since [PLACEHOLDER — year], I’ve been designing and leading human-in-the-loop AI content systems: pipelines where models do the volume and people supply judgment and taste. The systems I run today produce [PLACEHOLDER — proof number] — and, more importantly, work the teams behind them still trust a year later.