Only 34% of companies in Serbia utilise artificial intelligence (AI) in their operations, while the majority have yet to integrate this technology into their processes, according to research conducted by ICT Hub in collaboration with the Serbian Association of Managers (SAM) and Represent Communications.
The research, based on a sample of 157 companies of various sizes and from different industrial sectors, provides a detailed overview of the current application of AI technologies, identifying key obstacles and opportunities for further development in Serbia. Companies that use AI report an increase in operational efficiency (87%), improved product and service quality (83%), and cost reduction through automation.
The highest adoption of AI technologies has been recorded in the information, communications, and professional services sectors, where 60% of firms utilise artificial intelligence.
“This finding is expected, with around 60% of enterprises in these two sectors using AI. Besides them, AI technology adoption is somewhat more pronounced in financial services, insurance, and real estate industries. The low presence of AI in the manufacturing sector is a major surprise and, among other things, indicates a low level of automation and digitalisation of business processes, despite the fact that this area likely holds the greatest potential. However, this sector also faces the greatest challenges due to the complexity of these systems and the difficulties that may arise during integration into existing business structures,” the research states.
Large companies lead the way
The results show that large companies lead in AI adoption, with 85% having a formalised approach to AI development, whereas only 27.9% of small enterprises have such a strategy. Simultaneously, 13.5% of companies using AI have no plans for further strategic development. The most common obstacles include data quality, integration of AI solutions with existing systems, and a lack of skills in areas such as machine learning and data analytics.
Among medium-sized enterprises, 74% have adopted a strategic approach. Only one in five small businesses has developed a strategy for using AI in business processes.
“When considering company size, the number of employees and the complexity of operations appear to be far more significant factors for a strategic approach to AI technologies than economic strength measured by annual revenue. Both factors show a clear trend – the larger the company, the higher the likelihood of having a developed AI strategy. However, the correlation is stronger when size is measured by the number of employees rather than revenue, meaning companies with a higher workforce tend to adopt a strategic approach. One explanation for this could be a lack of internal resources. Other explanations may lie in the specific characteristics of certain sectors or market segments – some are less exposed to the impact of AI development, while others hold dominant positions and see no need for changes (which might be perceived as a risky disruption to their business model),” the study states.
At the same time, similar percentages among companies with lower revenues suggest that income itself is not a barrier to AI adoption and integration. Interestingly, no companies in the information and communication sector with annual revenues exceeding €8 million lack a strategic approach to AI. On the other hand, while firms from this sector with revenues below €8 million lead in systematic AI adoption and integration (41.4%), there is no concentration in other sectors, meaning small companies across different industries have comparable adoption levels. Notably, 36.8% of firms in the information and communication sector do not use AI, which can be explained by the fact that not all companies in this sector are ICT enterprises if they are understood strictly as software development firms.
Strategic approach to AI and challenges
The results indicate that only 20% of companies have organised or plan to organise AI training, highlighting a lack of preparedness to invest in human resource development.
Among companies with AI experience, those with a highly formalised approach to its implementation and development dominate. Companies with a strategic approach to AI rely on established procedures rather than ad-hoc activities, with only a few exceptions where firms combine both strategic and ad-hoc methods. This indicates a relatively high level of formalisation and well-developed procedures in AI adoption, as well as efficient use of business resources.
Most companies reported no difficulties in AI implementation. Among those that did, the most commonly cited challenge was data quality. Besides the expected issue of data quality (without which serious AI application is impossible), the other two significant challenges were integration into existing systems and a lack of skilled personnel. Only a small number of companies considered high costs a problem.
The research suggests that this indicates solid financial capabilities among Serbian companies, meaning that costs are not a major barrier to AI adoption for most firms. Additionally, this finding may reflect the broader business environment in Serbia, where companies willing to invest in AI are also prepared to pay for the limited talent available in this field.
Considering all the data, it is inevitable to conclude that AI usage in business has diverse effects, but the dominant ones relate to better management and improved decision-making. The concrete, measurable economic benefits are reflected in increased sales and cost reductions after AI adoption, with some companies experiencing both effects simultaneously.
On the other hand, AI has provided numerous competitive advantages for companies experimenting with its use, most notably an increase in quality. Other significant competitive advantages include lower prices, higher customer satisfaction, and the creation of additional opportunities for innovation.
AI adoption in Serbian businesses remains relatively low, primarily expanding in large and medium-sized enterprises, particularly in the ICT and professional, scientific, innovation, and technical sectors. The study concludes that the future of AI depends on strategic investments and strengthened collaboration within the ecosystem, making the technology a tool for competitiveness and innovation across all industries.
(NIN, 31.01.2025)
