AI is often discussed in companies mainly in terms of what it can do. For management, however, a much more important question is where its deployment can create real value, how much the entire solution will cost, and how to tell whether the investment actually makes sense.
These are exactly the questions we will address on November 11, 2026, at Clubco Brno during our event The Uncomfortable Truth About AI: Processes and the Reality of ROI. Together with Sportega, Optimio and Tripomatic, we will show what AI has actually delivered to companies, how much its implementation has cost, where it has helped, and which projects ultimately did not pay off.
The event will take place as part of Dny AI 2026, a nationwide initiative organized by the Czech National AI Platform and, in the South Moravian Region, in cooperation with Brno.AI. The festival aims to show how artificial intelligence can be used in practical and meaningful ways rather than discussed only in theory.
At our event, we therefore do not want to stop at technological possibilities. We want to focus primarily on the real impact AI can have on business processes, costs and results.
Four companies, four different experiences with AI in practice
The event will bring together experience from e-commerce, marketing, travel, software development and company management itself. Each of the four companies will therefore offer a different perspective on how AI works in real-world operations.
Josef Mech from Sportega will show specific examples of AI use in commerce, including assisted customer responses, generating product and marketing copy for different language versions, and AI video dubbing. Alongside what worked, he will also openly discuss what individual projects cost, what they delivered and what ultimately did not pay off.
Matěj Konečný from Optimio will share the company’s experience with a broader AI transformation. Using real data, he will show how they managed to integrate AI into everyday work so that it is effectively used by 100% of employees, and how this has changed the way teams work across the company. He will also cover dead ends and hidden costs that may not be visible at the beginning of AI adoption.
Barbora Nevosádová from Tripomatic will present a specific example from customer support. For more complex requests that previously required the support team to ask developers to retrieve data, they built their own MCP server. This allows an AI agent to find the necessary data and immediately prepare a draft response in the user’s language.
Gašpar Nagy from Techmates will focus on the practical use of AI from software development all the way to company management. He will show examples ranging from website development and an internal CRM to applications for finance and team capacity planning, while also sharing a managing director’s perspective on how he uses AI in strategic decision-making and day-to-day company management.
When does an AI project actually pay off?
A technically functioning solution does not necessarily make it a good business decision. With AI automation, it is not enough to look only at the price of the model or licence, because the final cost also includes integrations, data, operations, output review, maintenance and the time of the people who need to manage the solution.
We explored these costs in more detail in our article How much will AI cost in 2027? The model price is only part of the bill.
At the event, we will therefore not only ask whether a particular process can be automated. We will also look at how much it costs today, what will actually change after AI is introduced, what additional costs may arise, and how a company can determine whether the project has delivered the expected value.
That can be the difference between an interesting AI experiment and a solution that has a real impact on costs, speed of work or team capacity.
The Uncomfortable Truth About AI at Dny AI 2026
The goal of the event is not to present AI as a universal solution to every business problem. We want to bring together several concrete experiences and show where AI actually works, what its implementation costs, and where expectations have collided with reality.
Four companies, four different areas of business and one shared question: where does AI pay off, and where does it not?
The event is intended primarily for business owners and C-level executives who are dealing with AI in their companies, process automation or the ROI of AI projects and want to base their future investments on concrete experience and numbers.
The Uncomfortable Truth About AI: Processes and the Reality of ROI November 11, 2026, 4:00–8:00 PM Clubco Brno Free admission, limited capacity
Reserve your spot: https://luma.com/kt2gnyj1