ICT Hub, in collaboration with the Serbian Association of Managers (SAM) and Represent Communication, has launched a research project titled “Application of Artificial Intelligence in Companies in Serbia: Current Situation, Challenges and Opportunities.” This research, based on data from 157 companies across various industries, offers an in-depth overview of AI’s current role in businesses, identifying key obstacles and opportunities for its broader development in Serbia.
The findings reveal that only 34% of Serbian companies have integrated artificial intelligence into their business processes, while the majority are still in the early stages of adoption. The highest AI usage is seen in the information, communication, and professional activities sectors, where 60% of companies utilize AI. Conversely, the manufacturing sector exhibits a low level of digitization and automation, despite its vast potential for AI integration.
Key insights from the research:
- AI adoption rates:
- Only 34% of companies use AI in their business processes, with over 65% not yet implementing the technology.
- Traditional industries, such as manufacturing, exhibit minimal AI usage, reflecting the insufficient digitization and automation in these sectors.
- Strategic AI development:
- Large companies are leading in AI adoption, with 85% having a formalized AI strategy. In contrast, only 27.9% of small businesses have a similar approach, and 13.5% of AI-using companies have no plans for future strategy development.
- Challenges to AI integration:
- Common obstacles include poor data quality, difficulties in integrating AI solutions with existing systems, and a lack of expertise in machine learning and data analytics.
- Business impact of AI:
- Companies that use AI report increased business efficiency (87%), improved product and service quality (83%), and cost reductions through automation.
- AI technology types:
- 61% of companies use just one type of AI technology. More advanced applications, such as machine learning combined with natural language processing, are less frequently used.
- Training and education needs:
- Only 20% of companies have organized or plan to organize training for AI, highlighting a gap in readiness to invest in human resources development for AI applications.
The research underscores both the opportunities and challenges of expanding AI in Serbia. While companies using AI are already experiencing benefits like improved efficiency and innovation, the report emphasizes the need for a strategic approach to AI adoption across more sectors and better investment in skills development to ensure broader, more sustainable growth.
