Mircea Căpățână (Marketing Director SmartBill): In a world of AI, only people help other people grow

SmartBill Romania is the country’s leading invoicing & accounting platform.

With 19 years of market leadership and 48 billion euros in invoices processed annually, SmartBill is the backbone of Romania’s B2B economy.

We sat down with Mircea Căpățână, Marketing Director SmartBill to talk about the new kind of leadership in a world of AI and how the company supports team development.

1. Which human leadership qualities will become more valuable within SmartBill as AI becomes more capable?

I think AI will make us value the qualities that are uniquely human even more. Empathy, sound judgment, integrity, and the ability to bring people together will matter far more than simply having the right answers. 

As routine work becomes increasingly automated, leadership will be less about directing tasks and more about creating purpose, making thoughtful decisions, and creating the right environment for people to grow, while recognizing and nurturing their individual strengths and personalities.

The leaders who will stand out are those who remain curious, embrace change, and create an environment where people feel valued, trusted and motivated.

2. How is AI helping managers spend more time developing people?

By automating repetitive tasks, AI gives managers something that has always been in short supply: time. Time for meaningful one-on-one conversations, coaching, mentoring, and understanding what motivates each person. 

I believe that’s where leadership creates the greatest value, because while AI can improve productivity, only people can help other people grow.

3. How does SmartBill use technology to support employee performance?

At SmartBill, we see technology as an enabler, not as a replacement for human potential. We use digital tools and AI to simplify repetitive work, improve access to information, and support faster, better-informed decisions.

This allows our people to focus on higher-value activities, such as solving pressing customer problems, collaborating, learning, and innovating.

We believe technology performs best when it helps people do their best work, rather than simply asking them to do more.

4. How do you maintain a strong team culture at SmartBill in an environment shaped by hybrid work, automation and digital collaboration?

A strong culture isn’t built by where people work, but by how they work together. Hybrid and remote work, automation, and digital collaboration have changed the way we connect, but they haven’t changed what people fundamentally need: trust, transparency, and a sense of belonging.

At SmartBill, we see technology as a tool that supports collaboration, not as a substitute for human connection. We encourage open communication, continuous feedback, and regular opportunities for teams to connect, learn, and celebrate achievements together.

Culture is ultimately shaped by everyday interactions. That’s why we focus on creating an environment where people feel heard, supported, and connected, regardless of where they work. Technology can support culture, but only people can create it.

5. Which distinctly human skills cannot be automated and therefore deserve greater investment?

As AI continues to evolve, the skills that will matter most are the ones that make us human. Empathy, critical thinking, creativity, ethical judgment, and the ability to build meaningful relationships cannot be automated.

These are the skills that help us understand context, navigate uncertainty, resolve conflicts, inspire others, and make decisions that go beyond data. AI can generate options, but people provide purpose, values, and perspective.

That’s why I believe organizations should invest not only in digital skills, but also in developing emotional intelligence, communication, collaboration, and lifelong learning. These human capabilities will become an even greater competitive advantage in the age of AI.

6. Which decisions inside SmartBill will always remain under direct human control?

AI can support decision-making by providing insights and recommendations, but the decisions that have a lasting impact on people should always remain in human hands.

At SmartBill, decisions related to people, ethics, company values, and long-term strategy require human judgment, accountability, and context. These are areas where empathy, experience, and responsibility matter just as much as data.

We believe AI should support decisions, not make them. Technology can help us make better choices, but people must remain accountable for them.

7. What is the latest SmartBill product our readers should learn about?

Rather than highlighting a single product, I’d invite readers to discover the SmartBill ecosystem as a whole. 

What makes SmartBill truly unique in the Romanian market is the way invoicing, inventory management, and accounting work seamlessly together. The result is a reliable, secure platform that helps entrepreneurs and accountants automate routine work and collaborate more efficiently.

8. What does a human-driven future mean for SmartBill?

A human-driven future means using technology to amplify human potential, not replace it. At SmartBill, we believe innovation is only valuable if it helps people work smarter, collaborate better, and focus on what truly matters.

As AI continues to evolve, our commitment remains the same: building technology that empowers entrepreneurs, supports accountants, and enables our own teams to create more value through creativity, judgment, and meaningful human connections.

Our vision is simple: let technology do what technology does best, so people can do what only people can do.