Hi. I am Anže Frantar.
I lead AI transformation inside companies and run the marketing while it happens. I set the AI strategy, build the agents and automations people actually use, and lead the change so the tools still run after I step back. I work embedded, not advisory: I sit in the room, build alongside the team, and stay accountable for what we agreed to deliver.
Why "Fail Again.
Fail Better."
"Ever tried. Ever
failed. No matter.
Try again. Fail
again. Fail better."
Samuel Beckett · Worstward Ho · 1983
The most misread quote in business writing. It is not a slogan for resilience. It is a working method for anyone whose job is iteration: form a hypothesis, run it, measure honestly, keep what survives. Most marketing hides its failures behind curated case studies. I named the practice after the opposite commitment: honest experiments, kill criteria agreed up front, and failure treated as evidence, not embarrassment.
The same loop runs every AI transformation I lead. Ship the workflow, watch where the team drops it, fail better next sprint. Adoption is iteration, and that is why the name stays.
I become
part of your team.
The traditional consulting model is broken. It creates dependency. My goal is the opposite: an AI capability and a marketing function robust enough that, eventually, you won't need me anymore.
This is skin in the game. I advise, and then I execute, troubleshoot, and lead the same plan I signed.
AI systems that stay in production
Custom agents, workflow automation, and CRM integrations built into existing workflows, plus the prompt libraries and training that let the team run them without me.
Commercial judgement
Twelve years of marketing P&L responsibility mean every euro spent on AI or marketing answers to a specific business outcome, not to demo quality.
LEGO Serious Play
Certified facilitation that gets a whole leadership room to commit to an AI or brand strategy, instead of nodding along to a deck.
Where the
judgement
comes from.
Twelve years of senior marketing leadership across B2B and B2C: automotive, retail and FMCG, insurance and fintech, energy, telco, media, and public institutions. I have managed multi-million-euro budgets, built marketing functions from zero, and led multi-market teams across the SEE region. Out of respect for the people I work with, I name engagements in conversation, not on a website.
The AI side of the record: multi-market AI systems running in production inside B2B groups, used daily by teams that do not depend on me to run them. The method behind that is on the Chief AI Officer page. I am based in Ljubljana and work across the SEE region and internationally, remote-first.
Certifications
and appointments.
- LEGO® Serious Play® Method Facilitator, certified in Denmark, 2019
- European Climate Pact Ambassador, European Commission
- Facilitator of the AI for Business Programme
- Manager of Digital Business
Where I test
before I advise.
GreenGina · greengina.si
DTC brand of certified organic microgreens and grow kits, and my working AI laboratory: ecommerce, content, and operations workflows get tested on my own P&L before they reach client work. Packaging and fulfilment run in partnership with a sheltered workshop employing people with disabilities.
Na kmetih · nakmetih.si
Slovenian agricultural podcast and media platform. I built the strategy, the roadmap and the biweekly content engine, and took it from a standing start to an audience that turned up for every episode.
Outside of work.
When I'm not working, you'll find me in the mountains or behind a camera. I'm an avid cyclist, enthusiastic about sailing, and a believer that most of life's problems can be solved with a long walk and a great book.
I live in Ljubljana with my family, enjoying the balance between urban design and wild nature.
Ready to fail better?
About Anže Frantar, common questions.
If something else is on your mind, the contact page is the fastest way to get a useful reply.
Send a message →Q01 Who is Anže Frantar?
Anže Frantar is an AI transformation leader and fractional Chief AI Officer based in Ljubljana, with twelve years of senior marketing leadership behind the AI work. He sets AI strategy, builds production AI systems and agents, and leads the adoption work inside companies. He is a certified LEGO® Serious Play® facilitator and a European Climate Pact Ambassador.
Q02 What is his background?
Twelve years of senior marketing leadership across B2B and B2C: automotive, retail and FMCG, insurance and fintech, energy, telco, media, and public institutions. He has managed multi-million-euro budgets, built marketing functions from zero, and led multi-market teams across the SEE region. On the AI side, his systems run in production across multiple European markets, used daily by the teams that own them.
Q03 What does "Fail Again. Fail Better." mean?
The phrase is from Samuel Beckett's 1983 prose work "Worstward Ho." It is widely misread as a defeatist quote. It is the opposite: a call for relentless, intentional iteration in the face of inevitable imperfection.
Applied to this work, it means treating every campaign and every AI rollout as a hypothesis, measuring outcomes honestly, and using each failure as direct evidence of what to try next.
Q04 What languages does Anže work in?
Slovenian (native), English (full professional), Croatian and Serbian (working proficiency). Client work, deliverables, and stakeholder communication run in Slovenian or English; day-to-day collaboration also works in Croatian and Serbian.