Artificial Intelligence (AI) is living its best life. People trust it, use it and soon will not be able to imagine their lives without it. Or perhaps they already cannot? In May 2026 Norstat conducted a study on the habits of Latvian internet users regarding AI usage. The results clearly indicate that trust in AI is high and that AI has become an integral part of everyday life for a large proportion of people.
Already today 23% of people use AI every day, while another 29% use it several times a week. The most widely used AI tool in Latvia is ChatGPT, used by 73% of respondents. Although it is well known that AI-generated information is not always accurate – and several jokes have even emerged on the topic – 74% of respondents admitted that they trust or rather trust the information provided by AI. Critical thinking is what distinguishes humans from robots and therefore developing this skill may become particularly important in the future.
On 21 May the annual Marketing Shake 2026 festival – the largest marketing and communications festival in the Baltics – took place at Sporta 2 Quarter. The event explored the role of attention from various marketing perspectives, creating a platform where creativity, data and strategy came together in the battle for attention, clicks and minds. AI tools and their practical application also played a significant role throughout the festival.
Attendees had the opportunity to meet experienced industry leaders, build valuable connections and develop their most unconventional ideas in a creative and innovative environment. Throughout the day, three workshop tracks and lectures took place, followed in the evening by screenings of the best Cannes Lions advertisements, cocktails and festival atmosphere. Speakers from Latvia, Lithuania, Estonia, Poland, Finland, Sweden, Ukraine and the United Kingdom shared their expertise and experiences. Learn more about the festival here.
“Each year the festival attracts an increasing number of industry professionals among both attendees and speakers. This year we placed special emphasis on the importance of attention in the worlds of marketing and communications. We also focused on artificial intelligence tools, as mastering and using them effectively is one of the ways to stay one step ahead of others,” says Zanda Šķēle, Managing Director of WE ARE VERY marketing agency and the festival’s organizer.
“The festival provides an opportunity to be part of an inspiring environment filled with ideas and energy, to meet new people and to find inspiration. It is a genuine pleasure to create a celebration for all of us.”
Among the experts who shared their experience were Laima Auza, Founder and Partner at SPRING PR & Communications; Linda Ezera, Head of Norstat Latvia; producer, entrepreneur, Founder and CEO of RIZZ Group Natella Krapivina (Ukraine); strategist and Creative Director Harri Olavinsilta (Finland); Creative Director, Founder of Aakin Studio and AI lecturer at Berghs School of Communication Michel Megherbi (Sweden); Founder of Otisar Imants Krēziņš; Founder of Supliful and the AI community Shipyard Rihards Pīks; experienced B2B sales and management trainer Darius Čibonis (Lithuania); State Police social media specialist Krista Andersone; Head of Līvāni Municipality Dāvids Rubens; Internal Auditor of Bauska Municipality Dainis Rijkurs (@knowyourlatvians); Eco Baltia Public Relations Consultant Marika Ūdre; Social Media Team Lead and Creative Brand Strategist at MÁDARA Cosmetics Raitis Beķeris; actress, director and founder of the music and drama space OratoriO Rēzija Kalniņa; musician and songwriter Agnese Rakovska and many others.
The special Frank Case Study stage featured marketing professional and Lead Partner at Frank marketing agency Ritvars Macieša; Alvina Černova, Head of Marketing for Entain Baltics, the Nordics, and Bulgaria at Entain NCE; Rita Auziņa, Chairwoman of the Board at LIDO; export marketing consultant and mentor Reinis Grants; Karl Mattias Õige (Estonia), Co-founder of Analytical Alley; Aiga Lagzdiņa, Head of Marketing at TV3 Group Latvia; Kristīne Rasnača, Head of Brand Management at Swedbank Latvia; Vita Bērziņa, Head of Social Media at Swedbank Latvia; former owner of Valmiermuiža Brewery Aigars Ruņģis and many others.
While there is still some time to wait until the 2027 festival, an AI Masterclass will take place on 8 October. Register and discover how to consciously follow trends, experiment with new approaches and build your professional future together with AI.
The masterclass will be led by internationally recognized digital marketing and artificial intelligence expert, entrepreneur, speaker and author of the international bestseller AI OR DIE Alexander Morad. Expect focused, practical content with no artificial additives. Learn more here!
WE ARE VERY is an events and marketing agency. Our long-standing experience in organizing marketing projects and events helps companies achieve more. We are satisfied only when an event becomes an Event – a memorable occasion for you and for those who matter most to you.
**Data from a Norstat study conducted in 2026. Number of respondents: 1,763.
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