Conversation Could Replace the App

Artificial intelligence is no longer a specialised experiment in web development; it is part of programmers’ daily work. “There is no job in which we do not use artificial intelligence,” Hrvoje Nekić, CEO of WEB Marketing, tells ICTbusiness Media – ICTbusiness.info. He sees the change as both a productivity opportunity and the beginning of a different relationship between users and software.

Nekić expects conventional application interfaces to become less central over time. Instead of opening individual apps and navigating menus, users may increasingly express what they want in ordinary language. Digital services would then respond through conversation, potentially reducing the number of steps needed to complete a task. “We will talk to devices much more than we do today,” Nekić predicts.

He does not place this transition in a distant technological future. In his experience, AI tools are improving at intervals short enough to change how development teams plan their work. Capabilities that seemed limited only months earlier can become useful surprisingly quickly. “Everything is moving incredibly fast,” Nekić says, emphasising the difficulty of making long-term predictions in such an environment.

But better models also make deception more convincing. Nekić draws attention to fraud involving fabricated video calls in which participants appear to be real colleagues or executives. The example illustrates why a realistic face or familiar voice can no longer serve as sufficient proof of identity. “You can no longer believe everything you see and hear,” he warns.

For sensitive instructions, particularly those involving payments, Nekić advocates checking the request through another channel. A message delivered in a video call should not automatically be accepted simply because the person appears familiar. A separate telephone call or another established verification process can reveal a fraudulent request before damage occurs. “Verification through another channel is essential,” he says.

Nekić expects the pace of AI development to accelerate further, expanding both the capabilities available to developers and the risks facing users. His assessment combines enthusiasm about more natural digital interfaces with a practical warning: organisations will need stronger habits of verification as convincing synthetic content becomes easier to produce.