Nominis podcast – episode 086: How to use AI in online business
In Nominis episode 086, we explore how AI is changing online business, digital marketing, and education. Ivan Bildi, founder of Likes & Cookies, co-founder of the Masterbox education platform, and creator of an AI course for entrepreneurs and marketers, shares how businesses can use tools like ChatGPT with more context, structure, and realistic expectations.
In the new episode of Nominis podcast which we are producing in partnership with the Association of eCommerce Croatia, we spoke to Ivan Bildi, founder of Likes & Cookies, co-founder of Masterbox, and one of the regional educators helping entrepreneurs and marketers understand how to use AI in everyday work.
Ivan spoke with Marcel Majsan about the shift from agency work to education, the rise and closure of the Masterbox platform, and why digital marketing has become a crowded field. After more than a decade in agency work, he decided to move toward projects that are still growing, where the market is not yet fully saturated and where there is room to build something useful.
A large part of the conversation focused on online education. Ivan started experimenting with digital courses back in 2015, first through Udemy and later through regional offline and online programs created with Istok Pavlović. That work eventually became Masterbox, a platform that brought together different lecturers and covered multiple areas of digital marketing.
Over six years, around 20,000 people went through the program. Still, Ivan explained that maintaining such a large education platform required a lot of operational support, technical maintenance, and coordination with lecturers. Since recorded courses demand a very different level of preparation than live lectures, the format became difficult to sustain at the level they wanted.
Ivan believes education is now moving away from the classic lecturer model. With AI tools, the educator becomes more of a facilitator. Instead of only delivering knowledge, the role becomes helping people understand how to ask better questions, give better context, evaluate the output, and apply it to real business situations.
He emphasized that tools like ChatGPT are not magic. They are predictive models that work with the information users give them. For business owners and marketers, that means the quality of the answer depends heavily on the quality of the input.
The better the context, the better the result.
The conversation also touched on the risks of AI. Ivan noted that while today’s models still operate through prediction and pattern recognition, the speed of development requires caution. He especially warned about voice and video manipulation, where fake messages can already appear convincing enough to create real business and personal risk.
For businesses, the practical lesson is clear: AI is most useful when it is treated as a working tool, not as a shortcut. It can help with research, writing, education, marketing, and decision-making, but only when people understand its limits and give it enough context to work with.
You can check the video recording of Nominis 086 on the official YouTube channel of eCommerce Croatia.
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