DIGITAL DAWN
THE ETHICAL COMPASS OF OUR DIGITAL FUTURE
Artificial Intelligence (AI) ethics and responsibility are crucial in ensuring that AI technologies are developed and used in ways that respect human rights, fairness, and transparency. Ethical AI involves addressing biases, safeguarding privacy, and promoting inclusivity to prevent harm and discrimination. Responsible AI development also requires accountability from creators and stakeholders to ensure that the technology serves societal needs while minimising potential risks. By prioritising ethical principles, we can build trust in AI systems and harness their potential for the greater good.
TOWARDS RESPONSIBLE AI
By hosting the GPAI Summit, as a first of its kind event in Europe, Serbia demonstrates its commitment to ensuring that transformative technologies serve the greater good
Hosting the 2024 GPAI Summit is a significant milestone for the Republic of Serbia, spotlighting its commitment to the responsible development and use of artificial intelligence. In a world grappling with the balance between efficiency and ethical AI, this summit marks an important moment for global discussions.
Looking ahead, the 2024–2030 AI Development Strategy aims to harness AI to enhance education, science, the economy, public services and security, while regulating ethical aspects and minimising misuse. The vision is for Serbia to become a regional leader in AI, fostering innovation and attracting investment.
Challenges nonetheless remain. The start-up system is still in its infancy, while traditional industries are lagging behind in terms of automation, robotisation and AI adoption. Overcoming these hurdles requires not just legal and innovation infrastructure, but also a broader cultural shift towards embracing technological advancements. COMMENT
The Global Partnership on Artificial Intelligence (GPAI), established during the 2020 G7 summit by Canada and France, aims to address these challenges. The OECD has this year become the partnership’s official host, with the Belgrade summit being the first since this transition.
A critical component of responsible AI is preparing future generations to navigate its complexities. The first GPAI Summit in Europe will bring together leading voices from the OECD, global AI experts and industry leaders to discuss AI’s role in society and forge collaborative solutions to its challenges.
Serbia has already taken notable strides towards responsible AI. Within the first 100 days of its new government, a Council for Artificial Intelligence was established to coordinate and implement the national AI strategy. This builds on Serbia’s 2020–2025 AI Development Strategy, which laid the groundwork for ethical AI through initiatives like the Artificial Intelligence Institute and the adoption of an ethical framework for responsible AI development.
Serbia is transitioning its economy to a knowledge-based model, with ICT emerging as the largest net-exporting industry. ICT exports exceeded a value of €3.44 billion in 2023, showing growth at an annual rate exceeding 26% over the past 11 years.
This success is underpinned by Serbia’s engineering excellence and skilled talent pool, nurtured through strong STEM education. According to the 2023 Shanghai Ranking, the University of Belgrade ranked 301–400 globally, and 201–300 in Physics. Coding is part of the compulsory school curriculum from 5th grade, where pupils learn tools like Scratch, Python, Pygame and Jupyter. Serbia also boasts high English language proficiency, ranking 24 th among 113 countries on the 2023 English Proficiency Index, with Belgrade ranking 19th among cities globally.
Serbia’s vibrant start-up ecosystem plays a key role in its knowledge economy. By integrating AI into health, agriculture and education, Serbian start-ups are addressing real-world problems and fostering innovation.
SERBIA IS LAYING THE GROUNDWORK FOR A FUTURE IN WHICH TECHNOLOGICAL INNOVATION WILL BENEFIT ALL MEMBERS OF SOCIETY
INTERVIEW
SUPPORTING YOUNG, TALENTED PEOPLE
“We aim to facilitate and accelerate exchanges of knowledge and resources, as well as the transfer of technologies between academia, industry and start-ups, in order to establish solid foundations for our continued economic and social development” ~ Jelena Begović
JELENA BEGOVIĆ Serbian Minister of Science, Technological Development and Innovation
According to a recent study, AI-based tools are used, to varying degrees, by only 15% of companies analysed in Serbia. In contrast, 36% of companies neither use AI nor consider it necessary, while 49% of managers view AI as an innovation and are actively gathering information and ex-
ploring potential applications. In this interview with Serbian Science, Technological Development and Innovation Minister Jelena Begović, we discuss the gap between traditional industries and startups in their adoption of digital technologies and Serbia’s advancements in artificial intelligence.
How would you interpret the fact that few domestic companies rely on artificial intelligence in their operations, even though we, as a country, aspire to transition to a knowledge-based economy?
— This study’s findings aren’t surprising when we consider the phase of the digital transformation
process that we are in as a society and globally. That 15% of companies are already using AI isn’t insignificant, as it shows that initial steps have been taken and that some segments of our economy recognise the potential of AI to enhance business operations.
On the other hand, the fact that 36% of companies see no need for AI points to a gap in digital literacy, as well as a lack of knowledge or information about the opportunities this technology offers. This is quite normal, given that we are discussing a technology that is still in the infancy of its broader adoption. However, the term “artificial intelligence” is often used without basis, as AI has become a buzzword
other, we might even be using it on a daily basis.
On a positive note, nearly half of managers recognise AI’s potential and are actively exploring its applications. This is promising, as AI can serve as a powerful tool and aid in business and many other activities. Serbia is experiencing growth in the number of startup companies focusing on various applications of AI, from medicine to agriculture. I am confident that this trend will continue and likely accelerate. AI has the potential to contribute significantly to the transformation of the economy through the optimisation of business processes, enhanced efficiency, and competitiveness—priori-
THE 2019 ADOPTION OF THE ARTIFICIAL INTELLIGENCE DEVELOPMENT STRATEGY DEMONSTRATED SERBIA’S COMMITMENT TO BEING PART OF THE TECHNOLOGICAL FUTURE
and companies frequently use it to draw attention.
A study by London-based investment firm MMC Ventures analysed 2,830 European companies claiming to use AI. It found that as many as 40% of these companies did not utilise machine learning— an area of AI that has seen significant development over recent years, in both academia and commerce. According to Eurostat, only 8% of companies in the EU currently use AI technology.
It is crucial to understand that transitioning to a knowledge-based economy is not solely a technological issue but also a matter of changing mindsets, acquiring new skills, and adapting to global trends. On the other hand, the question arises as to whether everyone is aware of how present artificial intelligence is, how its applications are expanding, and how, in one way or an-
The challenge currently lies in system fragmentation—many companies, especially SMEs, don’t report data on their use of new technologies or lack the capability to map their digital transformation processes accurately.
In collaboration with relevant institutions, we should establish standardised methods for gathering data on the implementation of new technologies in the economy. This will not only provide a clearer understanding of the current situation but will also serve as a key tool for strategic decision-making, identifying potential weaknesses and developing targeted support for companies.
At the same time, we have a relatively significant number of start-ups developing AI-based applications. How well-supported are such companies within government structures and the innovation system to ensure their growth and development?
TREND
ties that Serbia has already recognised in its ongoing development. The very fact that we adopted the Artificial Intelligence Development Strategy back in 2019 demonstrates Serbia’s commitment to being aboard the train that is driving technology into the future.
Why does Serbia still lack detailed and comprehensive statistical data on the application of new technologies, which would provide a clearer picture of digital transition within the economy?
— This question touches on a broader issue related to tracking technological trends. To obtain a precise picture of digital transition in the economy, complex and extensive mechanisms for data collection and analysis need to be established, requiring collaboration between government institutions, academia and the private sector.
— Support for start-ups that are developing AI-based applications is substantial. However, we view the entire start-up ecosystem as a future driver of innovation and economic transformation. Serbia has invested significant resources in developing its innovation ecosystem over recent years, including establishing science and technology parks in Belgrade, Niš, Novi Sad and Čačak, with new facilities like the industrial technology park in Kruševac currently under construction. These parks provide start-ups with infrastructure and mentoring support, as well as access to specific financial mechanisms critical for growth and development. Additionally, the Innovation Fund offers financial and mentoring support for existing start-ups and scientists to turn their innovative ideas into reality and establish their companies.
Serbia’s start-up ecosystem comprises over 800 companies valued at approximately €1 billion. It’s worth noting that the number
Serbia is seeing a rise in the number of start-ups applying AI across various fields, from medicine to agriculture. I am confident that this trend will continue and is likely to accelerate
GOAL
One of our key objectives is to encourage academic institutions to establish their own start-ups
INVESTMENT
We aim to reach every innovator in Serbia, which requires continued investment in infrastructure and in talented young people for whom start-ups are becoming a new business reality
of start-ups in Serbia grows annually by about 25%. Our current focus as a country is on increasing the value of our start-ups. For instance, around 25% of our startups are valued at nearly $1 million. We must now find the most effective way to attract venture capital (VC) and other investors to recognise Serbia as a prime destination for investing in these high-risk companies.
This event allowed them to present their products and network with the 70,000 members of the global start-up ecosystem.
One of our key goals is to encourage the academic community at universities and institutes to establish their own start-ups. Additionally, we must strengthen research, development and innovation activities within the domestic private sector, as this enhances its
innovation, and where do you think new steps are needed?
Our science and technology parks, as well as 24 regional innovation start-up and smart city centres, offer companies the opportunity to connect with mentors, access infrastructure and develop new technologies. We have also significantly improved the regulatory framework to support innovation, including tax incentives, financing programmes and incentives for our innovative individuals through programmes run by the Innovation Fund.
NEW
IT IS CRUCIAL TO UNDERSTAND THAT TRANSITIONING TO A KNOWLEDGE-BASED ECONOMY IS NOT SOLELY A TECHNOLOGICAL ISSUE, BUT ALSO ONE OF CHANGING MINDSETS, ACQUIRING
SKILLS
AND
ADAPTING
Moreover, it is essential for our start-ups to gain international experience and connections to prepare to enter global markets. In collaboration with the Chamber of Commerce & Industry of Serbia, 24 Serbian start-ups were showcased on the “Serbian Island” during this year’s prestigious Web Summit in Lisbon, where they drew significant attention from global visitors.
TO GLOBAL TRENDS
competitiveness and resilience to challenges. In this context, introducing tax incentives for research and development, as well as for investments in start-ups, plays a significant role in accelerating the growth of these companies.
What do you see as the strengths of the infrastructure provided by the government to foster
Additionally, Serbia is establishing its first venture capital funds to boost investments in startups. However, there is room for further development, especially in networking all stakeholders within the innovation ecosystem and providing additional support to regions not yet fully integrated into innovative processes.
We aim to reach every innovator in Serbia, which requires continued investment in both infrastructure and people—talented and entrepreneurial young individuals for whom start-up companies are becoming a new business reality.
MIHAILO JOVANOVIĆ
Director of the Serbian Office for IT & eGovernment
INTERVIEW
FOR RESPONSIBLE ARTIFICIAL INTELLIGENCE
Belgrade’s hosting of the Ministerial Summit of the Global Partnership on Artificial Intelligence will strengthen Serbia’s position as an important player in the global development of AI
Belgrade is hosting the Ministerial Summit of the Global Partnership on Artificial Intelligence on 3rd and 4th December, marking the first time this event has been held in Europe. This was among the key topics that we discussed with Mihailo Jovanović, director of the Office for IT & eGovernment.
We began our conversation by citing data showing that the export of Serbia’s ICT services reached €2.96 billion over the first nine months of 2024, marking a 19% increase compared to the same period of 2023.
How much has this sector recovered from the crisis and what are your expectations moving forward?
— The data published by the National Bank of Serbia reflect the continuous growth and progress of our ICT sector. In September alone,
ing increasingly to national economic growth.
The State Data Centre in Kragujevac, which also hosts the first National Platform for Artificial Intelligence, is a key symbol of Serbia’s digital transformation. What are your plans when it comes to applying AI to improve public administration?
— Serbia adopted its Artificial Intelligence Development Strategy for 2020–2025 back in 2019, becoming the first country in Southeast Europe to have such a document. The new government led by Prime Minister Miloš Vučević has already demonstrated a strong commitment to digitalisation and new technologies, particularly AI. Within the administration’s first 100 days, the Prime Minister established the Artificial Intelligence Council, bringing together leading experts from public adminis-
SERBIA IS SET TO ADOPT ONE OF THE MOST SIGNIFICANT STRATEGIC DOCUMENTS
document will guide modernisation across all sectors – not only in the economy, but also in education, energy, transport, environmental protection and healthcare, making AI a cornerstone of societal progress.
A partnership with CERN has also been announced. What are the key benefits of this collaboration for Serbia?
— In December 2023, Serbia signed a Memorandum of Understanding with CERN to collaborate on the implementation and operation of the Global LHC (Large Hadron Collider) computing grid at the State Data Centre in Kragujevac. We are proud that Serbia is one of only 24 member states of the world’s largest scientific laboratory.
COMMITMENT
The new government formed the Artificial Intelligence Council within its first 100 days, bringing together experts from public administration, industry and academia
OF THE DECADE: THE ARTIFICIAL INTELLIGENCE DEVELOPMENT
Serbia achieved record ICT exports of €338 million, 20% more than in September 2023, which highlights the sector’s steady growth and increasing contribution to the country’s economic balance.
The ICT services surplus of €2.3 billion for the first nine months of 2024 is a significant indicator, particularly regarding its impact on GDP and Serbia’s foreign currency stability. This surplus enables not only the sector’s sustainability, but also further investment in new technologies and support for domestic innovation. Given current trends and growth dynamics, we expect the ICT sector to continue playing a leading role in Serbia’s economy, contribut-
STRATEGY FOR 2024–2030
tration, industry and academia.
As a regional leader in AI, Serbia will continue investing in this field. The State Data Centre currently houses a supercomputer powered by four NVIDIA DGX A100 systems with 32 GPUs, 1,024 processor threads and 150 TB of storage, delivering five petaflops of AI performance. This system will be upgraded early next year, with six additional NVIDIA DGX H200 systems with 48 GPUs, which are seven times faster, along with an additional 120 TB of storage.
Significantly, Serbia will soon adopt one of the most important strategic documents of our time: the Artificial Intelligence Development Strategy for 2024–2030. This
Thanks to the exceptional capabilities of the Kragujevac Data Centre, we are not only ready to store, but also to analyse and process data for one of the LHC’s four main experiments—CMS (Compact Muon Solenoid). Serbia is likely to be among the first countries classified as TIER1 (one level below CERN’s own data centre), with the goal of reaching 10% of all TIER1 resources.
The entire system, forming part of the Global LHC computing grid, will be designed by our own engineers with the aim of introducing new trends. Additionally, our IT professionals will gain valuable expertise in managing complex systems, creating a new generation of specialists able to apply their knowledge across other scientific domains.
As the main national partner, you are implementing the threeyear project “Click with Citizens” in collaboration with relevant ministries. What are the primary goals of this initiative and what will it mean for your administration and for citizens?
— The launch of the project “Centre for Digital Services Development – Click with Citizens” marks
LEADERSHIP
Given current growth dynamics, we expect the ICT sector to continue playing a leading role in Serbia’s economy, contributing significantly to the development of the national economy
BREAKTHROUGH
As a result of collaboration with CERN, Serbia will host one of the most advanced data centres, with hopes that our engineers’ expertise will be shared with other professionals
a new chapter for the Office of IT and eGovernment. It is extremely important for us to hear the voices of the users of our services.
With the support of partners such as UNDP, UNICEF and FAO, we will listen to and study our most important target group: the citizens of Serbia. Our aim is to include citizens in every stage of digital service development, involving them in design and testing to ensure services are accessible, user friendly, available on all devices and inclusive of people with disabilities.
We are also focusing on understanding the barriers faced by non-users of e-services, striving to simplify processes and reduce steps. To achieve this, we will introduce new procedures and tools to our daily work and train our staff in citizen-focused service design. Over the next three years, we aim to perfect this new approach
in such a way that citizen-oriented service development becomes the standard for digital public services.
THE BELGRADE SUMMIT WILL SEE MORE THAN 500 EXPERTS, INCLUDING 70 SPEAKERS, DISCUSS THE RESPONSIBLE DEVELOPMENT OF AI AND ITS APPLICATION FOR THE BENEFIT OF SOCIETY
Belgrade is hosting the Ministerial Summit of the Global Partnership on Artificial Intelligence on 3rd and 4th December, which will include the participation of ministers and leading experts from around the world. What will be the key topics of this summit?
— Belgrade will undoubtedly become the global centre for the development of artificial intelligence in early December. This is the first time such an event is being held in Europe, further solidifying Serbia’s position on the global stage. The summit will focus primarily on the responsible development of artificial intelligence and its application for the benefit of society as a whole. We expect over 500 experts, including more than 70 speakers, to participate across 25 sessions. We additionally plan to sign the Belgrade Declaration during this event.
RNIDS - PILLAR OF SERBIA’S INTERNET DEVELOPMENT
Serbian national domains aren’t just internet addresses—they are symbols of Serbia’s presence and identity on the global network. The Serbian National Internet Domain Registry Foundation (RNIDS) is the key organisation managing Serbia’s national domains – .rs and .срб. Since its 2006 establishment, RNIDS has become synonymous with Serbia’s safe, stable and reliable global internet presence
RNIDS is among the most important organisations for the Serbian internet, ensuring the functional stability and security of national domains, while safeguarding Serbia’s internet identity and sovereignty in the digital space. Its role extends beyond technical responsibilities and includes working actively to enhance users’ trust in Serbian domains and fostering domestic internet entrepreneurship. Over the years, through various projects, initiatives and educational efforts, RNIDS has significantly raised awareness of the importance of the internet for business development.
SERBIA’S DIGITAL ECOSYSTEM
RNIDS plays a crucial role in developing Serbia’s digital ecosystem. Through various activities, the Foundation promotes and encourages greater participation of local businesses online. Beyond technical issues and support for internet infrastructure, RNIDS also addresses legal matters related to domain management and user rights. By collaborating with legal experts,
the organisation has contributed to creating a legal framework that ensures the secure use of national domains, directly strengthening user trust in domestic e-commerce. One of RNIDS’s key tasks is to raise awareness of online security threats. The Foundation continuously organises events and educational programmes for businesses, companies and individuals, encouraging responsible conduct in the digital space. These activities bring together experts from the IT industry and representatives of the private sector and state institutions, fostering intersectoral collaboration and enhancing the security of Serbia’s digital space.
BROADER ROLE
The significance of RNIDS extends beyond the Serbian market; it plays a broader role in the Western Balkan region and globally, serving as a successful model organisation in its field. The Foundation works actively to increase its international visibility by collaborating with various global organisations and initiatives.
Through partnerships with international bodies like ICANN and RIPE NCC, as well as associations of national registries like CENTR and APTLD, RNIDS keeps up-todate regarding innovations in internet resource management and contributes to the development of global standards. Simultaneously, through its collaboration with state institutions and international organisations, RNIDS has positioned itself as a key player in the development of internet infrastructure and security across the region.
RNIDS also collaborates with local and regional organisations to share knowledge and experiences. It is not uncommon for RNIDS to serve as a model for other countries that are seeking to improve their internet infrastructure management.
Thanks to RNIDS, Serbia has a strong and stable foundation for the future development of online business, which is critical to building user trust in domestic internet resources and integrating Serbia into the global digital economy.
PREDRAG MILIĆEVIĆ
Marketing and Communications Advisor, Serbian National Internet Domain Registry Foundation (RNIDS)
INTERVIEW
MISSING STEPS TO A UNICORN
In order for us to have a unicorn in the next few years, we need support mechanisms to enable their growth on the global market, along with mentorship from a larger number of successful entrepreneurs and international experts
The startup ecosystem continues to grow due to the establishment of a large number of "young" startups as shown in Startup Scanner. It is important to have a greater number of new startups in the ecosystem, since many of them will not survive. However, in order to move to the next phase of ecosystem development, we need
a significantly higher number of scaleups on the global market,” says Tanja Kuzman, CEO of the Digital Serbia Initiative (DSI). According to the latest Startup Scanner, created by DSI through the “Venture an Idea” project implemented with the support of USAID, the number of startups that have the potential to become unicorns is significantly smaller when compared to ecosystems similar to ours.
“The emergence of unicorns begins with founders identifying a pressing global challenge early on and developing a solution that delivers substantial value to a large user base. Later on the key is in achieving exponential revenue growth while keeping cost increases minimal. Currently, 80% of startups launch products on local or regional markets, while lacking exper -
TANJA KUZMAN
CEO of the Digital Serbia Initiative
Photo Credit Branislav Nenin
tise in sales and marketing,” explains Kuzman.
Prior to taking the role of CEO at DSI, you worked in the private and public sectors, as well as working for international organisations. In your opinion, which of these sectors should provide the most support for the further development of startups?
— All three sectors—public, private and international—play a crucial role in developing the startup ecosystem. If we look back, even those startups that were launched “in garage” emerged in ecosystems that were strategically and systematically built with the support of all three sectors.
DSI believes that the private sector should provide the greatest support for the ecosystem development, because it understands what is needed for the global success and positioning in the global markets. This role is closely connected to the roles that the public and international sectors should play. The public sector should create a regulatory framework that eases
countries of Southeast Europe. How would you compare Serbia’s innovation system to those of these other countries?
— According to the Global Innovation Index for 2024, Serbia ranks 52nd, behind Croatia,
THE DIGITAL SERBIA INITIATIVE WILL FOCUS ON THE DEVELOPMENT OF THE STARTUP ECOSYSTEM, INFORMAL
EDUCATION, ENTREPRENEURSHIP AND
THE ESTABLISHING OF STRONG INTERNATIONAL LINKS
business operations for startups, such as simplified procedures, tax incentives and specially trained officers to work with innovative companies. Meanwhile, international institutions should offer access to expertise from developed markets in an effort to accelerate ecosystem development and ensure the creation of the required knowledge and resources for global markets.
In your previous role as Director for Digital, Startups and Innovation, you led projects across nine
and what we want to achieve as an ecosystem.
Instead of Economy 4.0, we are now already talking about Economy 5.0, which entails, among other things, business transformation through AI, automation, the personalisation of services etc. We therefore need to focus on successfully transitioning to Economy 5.0. Despite us having globally recognised experts and teams, our share of AI startups in the total number of startups is lower than in many European countries.
The DSI today brings together over 30 organisations and member companies from various sectors that are relevant to the growth of the digital ecosystem. With this experience and knowledge, in which areas do you identify the greatest need for DSI to engage?
— Our goal is to address challenges that currently aren’t being tackled by other actors in the digital ecosystem and for which we have the required resources, knowledge and expertise among our members.
All activities of the organisation will focus on creating value for society as a whole, and by that I’m referring to four key areas that will be in the focus of the DSI in the period ahead.
CHALLENGES
Our challenge lies in increasing the global presence of our innovative solutions and supporting founders in developing startups with global ambitions
SHORTFALL
Serbia has the potential to make a significant leap towards Economy 5.0, but we need to build a greater knowledge base about digital transformation
Bulgaria, Hungary and Romania, which indicates that there’s room for improvement. In terms of the development of a startup ecosystem, .Serbia lags behind some countries in the region in terms of the number of unicorns, innovation commercialisation and total investments in startups. On the other hand, we have the most developed innovation and startup ecosystem among the Western Balkan countries. In this context, the question is who we want to compare ourselves with
The first is the startup ecosystem, where we will support startups in significantly increasing their presence in developed markets. The second is informal education, where we will develop programmes to familiarise future generations and professionals with the use of advanced technologies. The third area is entrepreneurship development, with the aim of increasing the number of experienced startup founders through mentorship and support programmes. The fourth area is internationalisation through establishment of strong international connections and support for global growth of our companies.
COMPARISON
Serbia lags behind in terms of the number of unicorns, innovation commercialisation and investments in startups, but is the Western Balkans’ most developed startup ecosystem
CEO, Data Cloud Technology
INTERVIEW
LEADING THE DIGITAL REVOLUTION
Despite having been established only four years ago, the Government Data Centre represents the infrastructural cornerstone of Serbia’s digitalisation strategy, and recent accolades confirm that we are on the right track, says Data Cloud Technology CEO Danilo Savić, with obvious pride
Speaking in this interview for CorD Magazine, the CEO of Data Cloud Technology discusses the pace of digitalisation in Serbia and the construction of both the Innovation District and the National Cybersecurity Centre, which he sees as pivotal to Serbia’s strategic approach to information security. We also explore staff training and professional development, as well as the challenges of the modern digital environment for which DCT offers optimal solutions.
Are you proud of your role in advancing digitalisation, which is an essential need in today’s world?
— The Government Data Centre is not merely an infrastructural base— it is a catalyst for digital transformation in Serbia. As the organisation behind this pivotal component of the national strategy, we are proud to contribute to the modernisation of both the public and private sectors. Digitalisation has become a fundamental necessity of modern society, and our role is to provide secure, reliable and innovative services that enhance business operations and everyday life. Our focus is not only on addressing current needs, but also on creating solutions that will shape the future.
The international community has praised Serbia’s digitalisa-
tion efforts, especially progress on eGovernment, yet much remains to be done. The benefits are significant, and it’s clear that you’re on the right track. — The progress Serbia has achieved in digitalisation, particularly through initiatives like eGovernment, represents a significant step towards sustainable societal development. International recogni-
tion undoubtedly confirms that we are heading in the right direction. However, we are aware that digitalisation is a continuous process requiring constant improvement, especially in education and technological accessibility. The benefits are clear: increased efficiency, transparency and resource savings for citizens and businesses alike. At DCT, our mission is to continue
DANILO SAVIĆ
driving change and accelerating this process.
Resource savings, particularly savings on time, motivate businesses to embrace digitalisation. Do they see the Government Data Centre as a guarantee of secure and high-quality implementation?
— Resource savings are a key driver motivating businesses to adopt digital solutions. The Government Data Centre is recognised as a synonym for security and reliability, offering companies additional assurance in the digitalisation process. Our infrastructure not only ensures the secure processing and storage of data, but also provides integrated solutions tailored to users’ needs. The combination of our team’s technological expertise and skills guarantees the highest quality digital transition for every client.
Speaking of security and reliability, the Government Data Centre has been classified at the highest internationally recognised level. There’s no room for improvisation here, is there?
— Certification at the Tier 4 level represents the pinnacle of technical excellence and reliability in the industry. This means that every system is secured redundantly and every process is optimised meticulously. To clarify—this certification, in line with international standards (EN 50600 and TIA-942), ensures that all key systems of the centre—power, cooling and telecommunications— are built with complete redundancy (the “2N” concept), where a backup component automatically takes over in the case of a primary system failure. Tier 4 guarantees service availability of 99.995%.
This infrastructure is designed for the highest levels of resilience and security without compromise. Achieving this level of certification requires exceptional precision in every aspect of operations—from design and construction to management and maintenance. Be -
yond technical specifications, it reflects our commitment. I believe this dedication provides our clients with an invaluable sense of security, knowing their data is in the hands of a reliable and expert partner. Setting new standards also carries additional responsibility—in terms of continuously exploring and developing new solutions and leading the future of sustainable digital vision.
Apart from making life easier for citizens by saving time and eliminating queues, digitalisation also helps businesses improve their operations. Does this require the continuous introduction of new services and solutions?
— Digitalisation has a transformative impact on society and the economy, creating opportunities to improve business processes and increase efficiency. Understanding client needs is key to developing new services that support business innovation. Our services, such as colocation, cloud options and AI platforms, provide companies and institutions with scalable solutions that eliminate the need for significant investment in their own infrastructure.
At the core of our mission is the motto ’Available. Anywhere, Anytime.’ We ensure data security and infrastructure availability 24/7. I must emphasise that this is backed by the highest level of security, as evidenced by the fact that only eight data centres across Europe have achieved the Tier 4 standard. As IT technology evolves rapidly, we adopt a similar approach: continuous research into innovative solutions within the sector. This is the role of experts—analysing deeply, anticipating needs and developing new solutions. I firmly believe that, as leaders of the digital revolution, this is our responsibility.
Following the construction of the Innovation District, the National Cybersecurity Centre will also be located near the Government Data Centre. Does this signal the
need for a serious approach to security challenges?
— We see the Innovation District and the National Cybersecurity Centre as key components of Serbia’s strategic approach to information security. The reason is clear: information security is a growing challenge in today’s dynamic digital environment. We face daily challenges in the digital realm, such as attacks on critical infrastructure systems. These events can be highly complex and can have far-reaching consequences.
At Data Cloud Technology, we take a strategic approach to this issue, deploying the most advanced software tools for threat detection and prevention, developing incident response scenarios and in-
THE COMBINATION OF TECHNOLOGICAL
EXCELLENCE
AND THE EXPERTISE
OF OUR TEAM GUARANTEES THE HIGHEST QUALITY IN THE DIGITAL TRANSITION PROCESS FOR EVERY CLIENT
vesting in the continuous training for our team. We place special emphasis on awareness-building and training professionals from various fields, as security is not solely a technological challenge, but rather also a human one.
The National Cybersecurity Centre will provide further expertise and support in this area, positioning Serbia as a regional leader and a model for cybersecurity best practices. To summarise: education, multidisciplinary teams and strategic planning are the key elements of our response to the challenges of the modern digital environment. This makes us not only a pillar of security, but also a partner in enhancing resilience against increasingly complex threats, ensuring the security of data and systems is imperative.
RESPONSIBLE AI
Generative AI is revolutionising our world. According to American tech research and consulting firm Gartner, it will have an impact “similar to that of the steam engine, electricity and the internet.” McKinsey estimates that it could add trillions in value to the global economy annually
In an effort to support our clients in this transformation, Eviden launched its GenAI Acceleration programme in mid-2023. This comprehensive offer includes services and solutions across our Digital, Cloud and BDS business lines, along with accelerators to help businesses fully exploit, scale and leverage GenAI for trusted, fast-time to value.
These offers present a powerful opportunity to grow business in all industries. Gartner estimates spending on IT services related to AI in Europe will grow from $78 billion in 2024 to $94 billion in 2025.
Phenomenal forecasts have been accompanied by real-word examples of potential risks and challenges like complying with regulations, redesigning processes, establishing trust, coping with embedded ethics etc. The answer to these challenges is to implement responsible AI holistically.
How can Eviden help your company implement AI responsibly?
Our business-driven consulting team accesses, analyses, explores and realises your capabilities. Eviden’s end-to-end consulting approach is leveraging 8,000 Data and AI experts across Europe, MEA, the Americas and Asia.
We perceive AI not merely as a technical solution. This is very much about people, culture and new ways of working impacting all organisational layers. We support you throughout the AI
journey, from assessment to operations. Our holistic approach considers not only financial returns, but also social, ethical and strategic benefits.
Let us not overlook the importance of addressing the environmental impact.
Our next-gen solutions can help you reduce your environmental impact by benefiting from the best energy-efficient system on the market and align with sustainability goals. Eviden’s AI architecture is designed to be the market’s most energy-efficient option, thanks to Eviden’s advanced and unique Direct Liquid Cooling solution, which is integrated into our BullSequana XH3000 nextgen hybrid supercomputer. BullSequana XH3000 reduces your environmental impact, on the one hand, while powering your AI journey, on the other.
High performance computing, Eco-Consciousness and AI go hand-in-hand in our portfolio. Fuelled by the BullSequana XH3000 direct liquid cooled architecture, an Eviden-led consortium received the distinction of being awarded the first European Exascale contract by EuroHPC to provide the very first Exascale supercomputer in Europe. This not only showcases our technological powerness, but also marks a significant milestone in Europe’s strategic advancements in high-performance computing.
We look forward to opportunities to apply our worldwide experience in Serbia, but also to bring the benefits of the most modern technologies to our country and economy.
CORPORATE
A NEW DAWN AWAITS
For more than three decades – since its establishment and to this day, as it celebrates its anniversary – Alma Quattro has been a market leader in out-of-home (OOH) advertising. The company takes great pride in its accomplishments, but also its contribution to the development of new communication channels
SANJA PEŠIĆ
Chief Executive Officer, Alma Quattro
In this interview for our magazine, Alma Quattro CEO Sanja Pešić speaks with undisguised pride about creativity, courage and the need to be different, but also the need to keep up with trends and introduce innovations. She announces a major leap forward in the planning and offering of advertising space coming up next year, with an even smarter approach to leveraging the advantages of digitalisation.
You recently celebrated 30 years of Alma Quattro, marking this significant anniversary in late October. Congratulations!
— We believe that 30 years of work is truly something to celebrate, and we’re proud of everything we’ve accomplished. We also like to highlight the fact that we’ve contributed to the development of a new communication channel in Serbia’s advertising market. We’ve also changed over these three decades – those of us who started it all have grown wiser, more patient and better prepared for the inevitable changes necessary for the continued development of the business.
Keeping up with modern technologies is crucial for any business, and you’ve embraced digitalisation. Do you believe the best results are achieved by combining OOH with other advertising formats?
— If we use the advantages of digitalisation wisely, a new dawn awaits us. The main ad-
vantage of digitalisation is that OOH has become an additional screen alongside TVs, mobile phones and computers. It enables more attractive presentations of advertising messages, faster response times and shorter preparation deadlines, while offering vast creative and interactive possibilities—especially at eye level. Here I’m referring primarily to smaller formats, particularly at bus stops.
What’s missing on the market is precisely the use of these possibilities, which digitalisation enables. The interactive benefits of digital media are already being widely utilised worldwide. I believe, and expect, our creative industry will follow this path.
Technological advancements and innovations make OOH and DOOH even more engaging, distinctive and capable of drawing consumers into deeper communication with brands. It is people themselves –
IT IS PEOPLE THEMSELVES – THEIR CREATIVITY, IDEAS, COURAGE AND DESIRE TO BE DIFFERENT – THAT CAN INFLUENCE THE INNOVATIONS DIGITALISATION ENABLES
their creativity, ideas, courage and desire to be different – that can influence the innovations digitalisation enables. Creative concepts can be adapted on the basis of weather conditions, time of day or specific events. However, the potential of motion, video and animated content remains underutilised.
What can we expect in the future from Alma Quattro, a company that embraces innovation?
— I believe this process cannot be stopped or slowed and that, in the future, we will rely exclusively on new technologies that will not only shape business environments, but also manage them. It will ultimately be up to people to decide to what extent, and in which ways, these technologies are utilised.
We still believe that the combination of the classic billboard, which allows 24/7 display of advertising material, and the modern digital screen, which offers great advantages in terms of creativity and animation, but is visible only a fraction of the time, is a winning formula.
Alma Quattro has always been dedicated to innovation, and we’ve decided to take a step further for the coming year in terms of planning and offering advertising space, as well as updating smaller formats. But we’ll save those details for another issue of CorD Magazine. The year to come will undoubtedly bring clarity, and we view 2025 as the year of a new dawn.
VANJA OŽEGOVIĆ
NITES Group CEO
INTERVIEW
TECHNOLOGY SERVING PEOPLE
“The future we are building is based on digital solutions that connect industries, resources and communities, enabling faster exchanges of information and more sustainable development,” says NITES Group CEO Vanja Ožegović
Speaking in this exclusive interview, NITES Group’s Vanja Ožegović reveals how digital transformation acts as a catalyst for industrial change, its impact on energy sector strategies, its role in improving accessibility to, and quality of, healthcare services, its contribution to the development of sustainable and connected urban spaces, and how a
future shaped by digital solutions could look.
How does digital transformation act as a catalyst for progress across sectors, laying the foundations for a more connected future?
— Digital transformation is changing how we work and live, offering new opportunities by connecting data, systems and processes. We believe that digitalisation is the key to more efficient resource management and adapting industries to the needs of modern society.
For example, in the energy sector, digital solutions enable real-time grid monitoring and predictive capabilities based on weather forecasts and user habits. In urban environments, data analytics improves citizens’ quality of life by optimising traffic flows, reducing pollution and
managing resources more effectively. In healthcare, digital tools simplify access to information, though there remains significant room for further progress.
Our goal is to develop solutions that empower individuals, enabling them to benefit fully from digitalisation in their everyday lives.
How are digital innovations shaping strategies for modern energy systems and adapting them to new demands?
— Developing modern energy systems requires integrating technologies capable of addressing increasingly complex challenges in the energy and utilities sector.
Our vision for the energy sector includes using machine learning, real-time analytics and predictive modelling to optimise energy production and consumption, while improving the efficiency of utilities companies.
These technologies make energy systems more flexible and adaptable, enabling precise forecasting and swift decision-making. Actively involving end-users—as prosumers—is a critical step towards more stable networks and overall sector sustainability.
Our approach focuses on sustainability, efficiency and reducing CO₂ emissions through the advanced integration of renewable energy sources. Our solutions additionally help utilities companies address the growing demands of both the market and their customers, building energy-efficient and environmentally-friendly systems that are ready for the future.
How does digital transformation in healthcare improve accessibility and quality of services, and what impact does it have on the patient experience?
— Our healthcare philosophy places the patient at the centre— as the owner of their data and an active participant in the treatment
process. Digitalisation in healthcare enables quick and secure access to information, eliminating the need for paper documents and accelerating decision-making processes.
With advanced analytical tools, we provide more accurate diagnoses, personalised therapies and better preventative measures. Patients gain better insight into their health and greater trust in the healthcare system.
Our mission is to ensure healthcare focuses on people, using technology as a tool to improve the quality of care.
How do smart city solutions contribute to sustainable urban development, and what benefits do they bring to communities?
— Smart cities represent our vision for the future of urban life. Their core idea is to use technology to collect and analyse data in order to improve efficiency and residents’ quality of life.
By monitoring parameters such as traffic, air quality and energy consumption, cities can make strategic decisions that directly enhance daily life. Smart management of traffic and energy reduces CO₂ emissions, saves time and resources, and creates more sustainable environments.
Our solutions connect people, resources and data, ensuring cities become dynamic communities that not only tackle challenges, but also create new opportunities to improve quality of life.
How do you envisage a future shaped by digital solutions across various industries?
— The future we are building is based on digital solutions that connect industries, resources and communities. We believe technology will enable faster information exchanges, better decision-making and more sustainable development.
In energy, we envisage the extensive integration of renew-
able sources supported by advanced analytical tools. Healthcare will become more accessible and personalised, while smart cities will set the standard, providing safe and sustainable living environments.
OUR GOAL IS TO DEVELOP SOLUTIONS THAT EMPOWER INDIVIDUALS, ENABLING THEM TO BENEFIT FULLY FROM DIGITALISATION IN THEIR EVERYDAY LIVES
Our goal is to ensure that technology serves people, enabling an improved quality of life and fostering responsible community development. Digitalisation is not just a tool, but rather a pathway to a sustainable, connected future.
CORPORATE
FROM LEGACY IT SYSTEMS TO THE AI REVOLUTION
Egzakta Advisory is a trusted partner for companies that aim to transition from traditional operations to modern digital organisations, enhance their digital capacities and maintain competitiveness
Wof Egzakta Advisory in Serbia. Ljiljana heads the team implementing the Group’s strategy, with a focus on consulting, IT solutions and artificial intelligence that positions Egzakta as the region’s leading digital transformation partner. The Egzakta approach combines a deep understanding of business processes with the latest technologies, transforming traditional companies into modern digital organisations.
Digital transformation is today an imperative, but companies often don’t know where to start. How does Egzakta Advisory approach this process?
WE USE A METHODOLOGY THAT BEGINS WITH THE BUSINESS VISION, DEFINES IT PRIORITIES, ORGANISATION AND OPERATIONAL MODEL, THEN OUTLINES THE SYSTEM ARCHITECTURE AND IMPLEMENTATION PLAN
— Our approach is based on understanding the client’s business and industry. We identify key business processes and evaluate their readiness for digitalisation. The key is successfully “translating” business needs into technological language. For example, when a client wants to enhance their customer experience, we translate that into implementing a CRM system, developing e-channels and applications integrated with existing systems.
We recently worked on a tracking and identification system that digitalises the monitoring of goods
from manufacturer to customer. After a year of analysis, workshops and adjustments to global practices, we created a system that meets clients’ needs fully. Digitalisation requires a systematic approach with a holistic understanding of business operations, models and technology.
An IT strategy must somehow align with the business. How does Egzakta Advisory create IT strategies for its clients?
— Any IT strategy must be seamlessly integrated into a business strategy. We use a methodology that begins with the business vision, defining IT priorities, organisation and operating model, followed by designing the system architecture and implementation plan. We identify systems for replacement or modernisation, as legacy systems can hinder further development. It’s crucial to ensure business continuity and modernise without risk. We additionally define the technological capabilities that the organisation needs to develop, including IT competences and employees’ digital skills. An IT strategy must have clear success metrics to ensure that tracking and evaluating investments are linked directly to business goals.
Transforming legacy systems is often a significant challenge. How does Egzakta Advisory tackle this?
LJILJANA Advisory
— Transforming legacy IT systems is more than a technical challenge—it’s a mindset shift. Our “From Legacy to Digital” approach enables gradual modernisation through microservices architecture and APIs, preserving business continuity. We use a phased approach to ensure a smooth transition without business disruptions, while we simultaneously work to transform the client’s organisational culture – given that technological change is impossible without mindset shifts and the development of employees’ digital competences.
Artificial intelligence is becoming increasingly important in business. How does Egzakta Advisory help clients implement AI?
— AI is now a reality that fundamentally transforms business operations. Through our AI Lab, which was established two years ago, we’ve developed a range of platforms and solutions that help companies implement AI in their operations practically.
Our approach to AI is pragmatic and focused on delivering tangible business results. We’ve created a framework for quickly assessing an organisation’s AI readiness and identifying use cases with the highest ROI potential.
We are intensively developing platforms for customised AI business solutions that are tailored to specific industries and business needs.
In collaboration with the Innovation Fund, we are currently developing a SaaS model for business consultants, which we have designed to initially apply internally and later commercialise for over 350,000 boutique consulting firms worldwide. The platform is being developed to cater to a wide range of industries engaged in service sales.
AI has the potential to transform any business fundamentally, and we have proven through our own experience that productivity
can increase severalfold compared to the pre-AI era.
AI is not a magic wand that solves all problems, but it can deliver significant benefits with the right approach and methodology. The key lies in understanding business processes and carefully selecting use cases in which AI can provide the greatest value. It is also essential to recognise trends, as AI is evolving rapidly, which makes it crucial to remain updated on technological solutions on an almost daily basis.
What key messages do you want to convey to companies confronting the challenges of digital transformation?
— It’s often said that consultants think in bullet points, so here’s my attempt to conclude in that style:
• Digital transformation is an imperative: in today’s business environment, digital transformation is no longer an option, but a necessity. Companies that fail to adapt to the digital world risk losing their competitive edge.
• Holistic approach to transformation: successful digital transformation requires a systematic and comprehensive approach, including a deep understanding of business processes, models and the integration of cutting-edge technologies.
• Continuous process, not onetime project: digital transformation is an ongoing process of improvement rather than a one-off initiative. Constant adaptation to technological innovations and market changes is essential.
• Aligning business and IT strategies: any IT strategy must be inextricably linked to a business strategy. It is crucial for technological initiatives to directly support and enhance business objectives. IT is no longer a support function, rather it is an integral part of a company’s business model.
• Gradual modernisation of legacy systems: transforming legacy IT systems must be planned care-
fully and executed in phases, in order to ensure business continuity and minimise risks.
• Cultural transformation within organisations: beyond technological changes, a shift in employee mindset is essential. Developing digital competences and fostering agile thinking are key to a successful transformation.
• Identifying priority areas for digitalisation: through detailed analysis and workshops, companies should pinpoint areas where digitalisation delivers the greatest benefits with the fewest resources and least effort.
• Implementing artificial intelligence: AI has the potential to significantly enhance business
IT IS CRITICAL TO RECOGNISE TRENDS, AS AI IS A RAPIDLY EVOLVING TECHNOLOGY, WHICH MAKES IT ESSENTIAL TO STAY UPDATED ON TECHNOLOGICAL
SOLUTIONS ON AN ALMOST DAILY BASIS
processes and boost productivity. The key is to carefully choose areas where AI can provide the most value.
• Tracking technological trends: technologies are advancing rapidly, particularly in AI. Companies must continuously monitor trends if they are to remain competitive.
• Collaborating with expert partners: partnering with teams experienced in digital transformation can be crucial for success. They can assist in defining strategies, implementing solutions and developing in-house competences. Egzakta Advisory is a trusted partner of companies seeking to transform, develop digital capacities and maintain their competitiveness.
We spoke with leading experts in modern IT solutions and their integration into business systems about the role artificial intelligence plays in transforming modern business, its intersection with ESG, particularly in asset ma nagement, and the revolutionary changes being brought by technological advancements.
What’s the direction of technological trends and how are they shaping modern business?
— Two directions are absolute imperatives: sustainability and technological innovation. Sustainable practices and ESG (environmental, social, and governance criteria) factors have become an integral part of the strategy of any company wishing to remain competitive and responsible. Simultaneously, by accelerating data analysis and decision-making, artificial intelligence enables organisations to adapt to increasingly rapid and complex challenges.
How do you see AI’s role in the transformation of modern business?
— Without AI, it would now be inconceivable to carry out timely, precise and comprehensive analysis of massive amounts of data. Additionally, predicting future trends based on historical data is impossible without AI in modern business. Ar-
CORPORATE
LEVEL UP IN ASSET MANAGEMENT
According to AIGO, the synergy of ESG and AI provides decision-makers with tools to create more sustainable, efficient and competitive strategies that are rooted in ethical and sustainable principles
ANĐELKO VIZIĆANIN
AIGO Team Manager for Digital Business Automation
and ESG enhances trust in a company, bolstering its credibility and securing a leadership position in responsible investment.
tificial intelligence is not merely an aid; it is a survival tool.
ESG factors are being increasingly mentioned in business. Why have they become so significant?
— Because we live in a world that demands closer consideration of the connection between the environment, social standards and governance. These factors are now at the core of investment strategies for asset management by leading managers worldwide, deeply embedded in investment processes. This ensures that company portfolios align with the highest sustainability and ethical management standards.
How can ESG and AI be interconnected, particularly in the context of asset management?
— Artificial intelligence brings revolutionary change to asset management. The synergy of ESG and AI on a single platform primarily enables comprehensive ESG analysis. AI accelerates, deepens and increases the accuracy of analysis by processing and interpreting large data sets. AI-driven insights enable proactive engagements with partners and stakeholders on ESG issues. The combination of AI
What are the key advantages of this approach for companies; how will the future of asset management look?
— Integrating ESG and AI into asset management strategies is not merely about following trends, but rather about laying the required foundations to secure investments for the future. Users of this solution actively and effectively shape a sustainable future for both their company and the community as a whole. By embracing the cutting-edge synergy of ESG and AI in asset management, they transform their investment strategies and drive sustainable success. It is a true ‘Levelling Up’ in every sense.
How would you summarise the significance of these trends for business decision-makers?
— Socially responsible business practices are becoming a key factor for long-term success and market competitiveness. The combination of ESG and AI equips decision-makers with tools to craft more sustainable, efficient and competitive business strategies that are rooted in sustainability and ethical company standards. In short, businesses must respond to the imperatives of preserving the world we live in – and must provide the best possible answers.
CORPORATE
PANTHEON ERP: POWERFUL CATALYST FOR BUSINESS GROWTH
The Datalab system fosters innovation, enhances education, contributes to sustainability and connects people and markets, creating positive effects at every level, explains Managing Director Borko Ristić
peaking in this interview, Datalab SR MD Borko Ristić explains how digital tools and business software can drive innovation, entrepreneurship, transparency in business and the creation of a digital economy. This company’s PANTHEON ERP system is increasingly becoming the choice for a growing number of users.
SDo you believe digital tools and business software can contribute to societal and economic advancement, beyond just business development?
— Absolutely! Digital tools and business software like our ERP PANTHEON have the potential to significantly impact societal and economic advancement, beyond the development of individual companies. Digital tools enable the faster and more efficient development of ideas and start-ups. E-commerce platforms, project management tools and financial software make it easier for SMEs to launch operations by lowering barriers to market entry.
The use of software for financial tracking and managing projects and resources fosters greater transparency in business operations. This reduces opportunities for corruption, builds trust among
BORKO RISTIĆ
Datalab SR MD
partners and clients, and contributes to a healthier economic environment.
By leveraging advanced technologies and software solutions, countries can develop sectors like IT, fintech and E-commerce, making them globally competitive. This diversification strengthens economies. Digital tools and business software aren’t just mechanisms for improving business operations; they are catalysts for broader social and economic transformation. Their application drives innovation, enhances education, promotes sustainability and connects people and markets, creating positive effects at all levels.
Which industries use PANTHEON and how many companies currently use it?
— PANTHEON’s broad applicability spans numerous industries, due to the system’s flexibility and adaptability. Across this region, nearly 100,000 users rely on PANTHEON. Its powerful tools for accounting, reporting and cost management make it a favourite in the accounting and financial sectors.
In retail, PANTHEON is chosen for supply chain optimisation, inventory management, sales tracking and performance analysis. Manufacturers use it for planning, resource management, monitoring production processes and cost optimisa-
tion. PANTHEON is also widely used in logistics and transportation, construction, agriculture, the food industry and the service sector.
What direction will PANTHEON’s future development take?
— The future development of the PANTHEON ERP system will undoubtedly be driven by user needs and growing demand for business digitalisation. We anticipate deeper integration with digital technologies like cloud solutions, mobile applications, web-based platforms, further automation and AI. This specifically relates to predictive analytics, customer support and the introduction of robots to handle repetitive tasks.
PANTHEON will continue developing tailored functionalities for specific industries, such as manufacturing, comprehensive solutions for lawyers and legal professionals, veterinary practices (compliance with regulations and patient management) and E-commerce. The development trajectory will combine global technological trends with the specific needs of users in Southeast Europe. The focus will continue to be on automation, cloud solutions, industry specialisation and integrating emerging technologies while adapting to local legislation and market demands.
The Serbian Ministry of Health has made significant advances in the digitalising of healthcare nationwide over recent years, and this progress is partly thanks to Heliant. Speaking in this CorD Magazine interview, Heliant’s Vukašin Radulović discusses the role of new technologies and the invaluable contributions of medical professionals who share their practical insights in an effort to improve and advance the system.
How would you assess the digitalisation of healthcare and progress achieved in this area?
— A great deal has been accomplished. Our information systems ensure that business processes in healthcare institutions are digitalised, creating structured
INTEGRATION ENSURES
CORPORATE
AI FACILITATES DIAGNOSIS
We are proud of our contribution, as we’ve spent more than two decades developing information solutions for healthcare and have become a leader in the Western Balkans, says Heliant Co-founder Vukašin Radulović
VUKAŠIN RADULOVIĆ
Heliant d.o.o. Co-founder
isation, which is crucial. The pace of progress depends directly on healthcare workers accepting new technologies.
Will the new Law on Health Documentation and Records in the Field of Healthcare enable the integration of all health sector stakeholders into a unified health information system?
— The adoption of the new law is a crucial step towards the inclusion of all healthcare stakeholders in an integrated health information system. This process facilitates centralised data collection and analysis from various sources, which is incredibly significant for improving healthcare.
Our mission at Heliant is to provide relevant medical data in real time. Inte-
THE IMPROVED
MANAGEMENT OF
HEALTHCARE RESOURCES, IMPROVING COORDINATION BETWEEN INSTITUTIONS AND CONTRIBUTING TO HIGHER QUALITY AND MORE EFFICIENT HEALTHCARE SERVICES
databases that can be analysed and used to inform both medical and business decisions. Such databases are essential for improving the knowledge of healthcare professionals and implementing modern technologies like AI effectively.
The Ministry of Health has demonstrated its clear commitment to digital-
gration ensures the improved management of healthcare resources, improving coordination between institutions and contributing to higher quality and more efficient healthcare services. We are thereby doing the groundwork for continuous improvements to Serbia’s healthcare system.
What role in advancing healthcare do you envisage for digital technologies?
— We always emphasise the importance of healthcare data security. Our information systems enable precise access control, data protection and anonymisation that ensures patient privacy. We further enable data to be analysed and used in ways that enhance medical practice without compromising on privacy.
Heliant has developed a telemedicine platform that allows doctors to conduct consultations and examinations remotely. This platform has been in use for three years and the number of telemedicine consultations continues to grow. Everything complies fully with legal regulations.
In collaboration with the Ministry of Health, we have implemented 16 different clinical pathways in primary healthcare centres. These pathways have been used hundreds of thousands of times, as doctors appreciate having clear protocols for common chronic conditions like hypertension or asthma. This is just one example of digitalised procedures aiding healthcare.
When it comes to artificial intelligence, its importance has already been demonstrated in areas like haematology and radiology. The key to successfully applying AI in medicine lies in the quality and availability of data, and our role is to ensure that data from healthcare institutions is incorporated into analytical databases that AI can utilise.
As I’ve stated before, AI will never replace doctors, but doctors who use AI will quickly replace those who don’t.
TOMORROW, TODAY
SOX, as the critical ICT infrastructure in Serbia, has to stay ahead of any threats. Together with our partner Developico, we developed a software solution for network telemetry. This is a story of success, hard work, product development, and great honour
X-Ray or FLIR – Thermal Night Vision
Using InSight, we changed the way we look at internet traffic altogether. Having learned the amount and distribution of our internet traffic, we decided to completely change the way we design our network. More importantly, we immediately gained security and scalability.
As we delved deeper into the world of telemetry, both we and Developico discovered “just how deep the rabbit hole goes” and literally felt like Alice in Wonderland.
A whole new world of opportunity emerged.
While some were more inclined towards comparing it with the invention of X-Ray technology, others leaned towards night vision cameras. Both comparisons emphasized that our tool, InSight, provided us with a completely new perspective into what is normally left unseen. Not because we didn’t want to see traffic details, but because we lacked the proper tool to perform the analysis.
Beyond the Realm of Possibility
Eventually, we came to think of our InSight tool results as blood test results—giving us strong indications of network health while also providing a guideline for where to look or test next.
As with any health assessment, you need an expert to give meaning to the data. That’s why we decided to incorporate all our combined experience and knowledge into the InSight tool, further enriching it with ML/AI features. This takes the tool beyond the realm of possibilities and into uncharted territo -
ry. No human could analyze such large datasets or identify irregularities and opportunities by examining graphical traffic patterns alone. That’s where ML and AI assist.
Eyes Wide Open
Today, we understand that if one so much as blinks (in an internet network), someone will try to enter the network, someone will try to read your data, and someone will try to steal something from you. And usually, they steal your serenity.
Using the InSight tool, we now:
•Feel safer.
•Know much more about our internet traffic.
•Understand normal and safe traffic patterns.
•Protect what matters.
•Have ML/AI forces working for us.
•Plan future network expansions more easily.
FEATURE
THE EU MUST BREAK UP BIG TECH
By Cori Crider, Senior Fellow at Open Markets Institute and the Future of Tech Institute
Big Tech Firms Are Not Just Draining Europe’s Resources but Threatening Its Economy. To save the European Union’s Green Deal and restore economic competitiveness, the bloc’s new antitrust chief, Teresa Ribera, must rein in these firms’ outsized power
Teresa Ribera faces a formidable challenge. In September, Spain’s Socialist Deputy Prime Minister was appointed by
European Commission President Ursula von der Leyen to take on the role of Executive Vice President for a Clean, Just, and Competitive Transition, placing her in charge of two critical policy areas: competition and climate action.
This is an expansive and highly contested portfolio. On the competition front, Ribera will inherit several landmark cases, including the European Union’s efforts to dismantle Google’s online adver-
tising monopoly – an outcome that could reshape the digital economy.
On the climate front, the European Green Deal has triggered mass protests from enraged farmers who argue that environmental regulations are driving up costs and undermining the competitiveness of their products. Ribera’s strong green credentials suggest she may decide to focus on saving the Green Deal, potentially relegating competition poli-
Photo
Nicolas Ortega
cy, as one senior EU competition official quipped, to a mere “side dish.”
However, Ribera does not need to choose between enforcing competition policy and advancing climate action. As a recent report by the Open Markets Institute and other leading anti-monopoly organisations highlights, freeing Europe’s economy from the grip of tech monopolies is crucial for tackling the climate crisis and fostering green innovation.
Artificial intelligence is a case in point. In Barcelona, where I live, a severe drought earlier this year limited households to 200 litres of water per day. The recent floods that devastated Spain’s Mediterranean coast are the flip side of the same coin: such extremes are expected to become more frequent in the coming years. Yet, even as climate-driven droughts intensify, US tech giants are building massive data centres in Spain to support AI expansion. These facilities consume enormous and growing amounts of energy and water, while Big Tech firms obscure their environmental impact. One study, for example, suggests that their actual carbon dioxide emissions could be 662% higher than reported.
Big Tech firms are not only draining Europe’s resources and straining the continent’s energy grids but also posing a direct threat to its economy. The data centre boom is part of a broader effort to monopolise digital infrastructure. Companies such as Alphabet (Google) and Meta (Facebook) know that their current business models – which depend on addicting children, dividing societies, and misusing personal data – are increasingly unpopular. This is why they are tightening their grip on a less visible yet essential part of the economy: infrastructure. Google, Microsoft, and Amazon already control twothirds of the world’s cloud infrastructure, and their share is growing rapidly.
Big Tech’s monopoly power undermines European tech firms’ ability to compete globally far more than any EU regulation does. Former European Central Bank President Mario Draghi warns in his report on EU competitiveness that the bloc risks missing out on the AI revolution unless it supports local firms. While industrial policy is vital to this effort, Europe’s tech industry cannot hope to challenge dominant firms
BIG TECH’S DIGITAL ADVERTISING MONOPOLY HAS DEVASTATED THE ECONOMIC FOUNDATION OF EUROPEAN JOURNALISM, MAKING IT HARDER TO COMBAT ONLINE MANIPULATION AND PROTECT DEMOCRATIC INSTITUTIONS
such as Google or Amazon in their current form. These giants control much of the world’s computing power and have amassed vast amounts of data, inexorably drawing European AI firms into their orbit. Mistral AI, once touted as France’s AI national champion, exemplifies this by partnering with Microsoft, OpenAI’s largest investor.
Big Tech’s dominance also hinders the development of smaller, less carbon-intensive AI models. Fortunately, Ribera has the tools to confront their power and enforce EU law. Some progress has already been made. Last month, the European Commission won a major legal victory when the European Court of Justice overturned
a lower-court ruling, ordering Apple to pay €13 billion (£14.2 billion) in back taxes to Ireland.
Contrary to claims by industry lobbyists, the EU’s fight against Big Tech’s dominance is not about protectionism. In August, US antitrust regulators secured a significant victory against Google when a federal court ruled that the company had maintained an illegal monopoly over online search. Another trial addressing its dominance in digital advertising is underway.
The ongoing US case against Google’s advertising monopoly mirrors the European Commission’s 2023 findings, which concluded that only the “mandatory divestment” of Google’s ad business
would restore competition. While reports suggest that some EU regulators may be wavering in their commitment to breaking up Google, Ribera should hold firm. She might consider assigning top talent – such as the financial analysts behind the successful case against Apple – to the team devising the breakup.
More than technology is at stake. In a fractured EU increasingly threatened by the rise of far-right forces, European democracy itself is at risk. In May, Ribera warned that the bloc faces a poten-
tial “implosion,” partly driven by the far right’s use of digital tools to spread disinformation and incite hatred. Meanwhile, Big Tech’s digital advertising monopoly has devastated the economic foundation of European journalism, making it harder to combat online manipulation and protect democratic institutions. To build consensus around the Green Deal, Ribera must ensure a level playing field that enables the press to perform its vital role.
The crises facing the natural and digital worlds are becoming increasingly in-
REWILDING A BUILT ENVIRONMENT ISN’T JUST SITTING BACK AND SEEING WHAT TENDER, LIVING THING CAN FORCE ITS WAY THROUGH THE CONCRETE; RATHER, IT INVOLVES RAZING TO THE GROUND THE STRUCTURES THAT BLOCK OUT LIGHT FOR EVERYONE NOT RICH ENOUGH TO LIVE ON THE TOP FLOOR
terconnected. In a recent essay, Maria Farrell and Robin Berjon propose a potential solution to both: “rewilding.” They argue that the internet, once a diverse and healthy ecosystem, has become a sterile, tightly controlled space. Restoring its vitality requires sweeping structural reforms. Meaningful change demands dismantling the monopolistic forces that have turned the internet into a walled garden.
As Farrell and Berjon explain, “rewilding a built environment isn’t just sitting back and seeing what tender, living thing can force its way through the concrete”; rather, it involves “razing to the ground the structures that block out light for everyone not rich enough to live on the top floor.”
Europeans deserve better than what today’s tech giants offer. While a competitive and sustainable EU is within reach, rewilding Europe’s economy will require decisive action to curb the invasive monopolies that dominate the digital ecosystem, exploit resources, and pollute the public square. Ribera’s new role equips her with the tools to clear the way for green innovation to flourish. Breaking up Big Tech would be an excellent place to start.
CENTRAL AND EASTERN EUROPE’S PATH TO AI LEADERSHIP
To secure its position as a global tech leader, Central and Eastern Europe must tackle infrastructure challenges, invest in talent, and harness the transformative potential of AI through innovation and international collaboration
In recent years, Central and Eastern Europe (CEE) has emerged as a dynamic hub for innovation, producing a growing number of tech unicorns. Companies like Romania’s UiPath, Poland’s Docplanner, Croatia’s Infobip, and Bulgaria’s Payhawk are not only reshaping industries but also highlighting the region’s potential in artificial intelligence (AI). From automating workplace tasks to improving healthcare access and streamlining corporate finance, these firms exemplify the transformative power of AI.
The next breakthrough in tech could well originate from a startup in Warsaw, a university lab in Bucharest, or even a co-working space in Kyiv—developed at a fraction of the cost compared to Western Europe. This wave of innovation is occurring in a region facing considerable challenges. While CEE countries strive to maintain competitiveness in traditional industries like automotive manufacturing, they are also dealing with post-pandemic financial pressures and the European Union’s revised budgetary rules. These constraints make AI an even more critical tool for addressing systemic challenges, such as enhancing public services like healthcare and education, countering foreign interference, and securing energy networks.
CEE countries have a strong foundation to build upon. With a significant pool of STEM graduates and engineers, the region has seen company valuations increase more than sevenfold between 2017 and 2022. Furthermore, international investment is on the rise, with non-EU funding doubling from 9% in 2022 to 21% in 2023, reflecting the region’s growing global appeal. However, significant barriers remain. Research highlights that CEE economies lag behind Western Europe in infrastructure and investment. While the region boasts over 150 million people and
a combined GDP nearing €2.5 trillion, private-equity investment fell sharply by 40% in 2023, dropping to €1.7 billion. For many entrepreneurs, launching a startup can feel like attempting to build a rocket with bicycle parts.
The rise of populist politics further complicates the economic landscape, as short-term fiscal policies, such as raising corporate and VAT taxes, take precedence over long-term economic stability. Such measures risk undermining in-
COMPANY VALUATIONS IN CENTRAL AND EASTERN EUROPE INCREASED MORE THAN
vestor confidence and slowing down progress in an already underfunded tech sector.
To harness the transformative power of AI and secure a competitive edge, CEE countries must prioritise three key areas:
Expanding STEM Education and Retaining Talent
The region’s biggest obstacle is a shortage of skilled professionals. While hundreds of promising startups have emerged across sectors like biotech, finance, and
robotics, their growth is limited by an insufficient talent pool. Policymakers must reform educational systems to better prepare the workforce for the digital age, while the private sector should invest in upskilling and talent retention initiatives.
AI’S
Deeper European Integration
Cross-border collaboration is essential for innovation. By facilitating the exchange of ideas, talent, and resources, greater integration with European initiatives like the European Commission’s AI Factories can accelerate progress. Structured partnerships among CEE governments and other European nations could also help align strategic technological priorities.
Attracting Foreign Investment
Despite geopolitical uncertainties and a recent decline in private-equity inflows, CEE has shown resilience. Boosting foreign investment is crucial not only for tech innovation but also
TRANSFORMATIVE POTENTIAL LIES IN
ENHANCING PUBLIC SERVICES, COUNTERING FOREIGN INTERFERENCE, AND SECURING CRITICAL ENERGY NETWORKS, OFFERING A PATH FOR CEE TO ADDRESS SYSTEMIC CHALLENGES
for critical infrastructure projects, such as 5G networks, data centres, and quantum computing facilities. Strengthening the region’s appeal to investors will drive both economic and technological advancements.
A Pivotal Moment for CEE
Central and Eastern Europe stands at a crossroads. The region has the talent, ambition, and innovation to become a global leader in AI, but swift action is required. Without targeted investments in infrastructure, education, and international partnerships, CEE risks losing its brightest minds to opportunities elsewhere. By embracing AI’s transformative potential, CEE can secure its position as a vital player in the digital economy of the future.
UNLOCKING AIPOWERED LEARNING
In addition to its corporate applications, artificial intelligence (AI) is addressing broader and more complex challenges, particularly in education. Industry leaders and policymakers should collaborate to establish a shared approach to AI-powered learning and promote greater accessibility to training in the fundamentals of this transformative technology
By Justina Nixon-Saintil Vice President and Chief Impact Officer at IBM
Artificial intelligence has captivated corporate leaders eager to integrate cutting-edge solutions into their industries. Yet AI also holds immense potential for tackling larger societal issues, especially in education. This potential is already becoming a reality, with AI enhancing student learning, opening new pathways to fulfilling careers, and aligning today’s education systems with the demands of tomorrow’s workforce.
A recent report revealed that nearly half of teachers and school administrators surveyed in the United States who are currently utilising AI are optimistic about its potential. However, a lack of training remains a significant obstacle to broader adoption.
Fortunately, overcoming this barrier is relatively simple. To begin with, business leaders and policymakers should collaborate to provide educators with free training in the fundamentals of AI and its practical applications. A “trainthe-trainer” model, delivered through low-cost or free online courses tailored to specific education levels and local curricula, would allow teachers to build confidence in using the technology and begin exploring practical applications in their classrooms.
Moreover, educators trained in AI are better positioned to support students interested in the sector. An IBM survey found that many learners aspire to secure well-paid tech jobs but feel unqualified due to a lack of academic credentials. Others are unsure where to start. Generative AI can address this by recommending coursework tailored to learners’ levels and interests and providing real-time feedback as they progress. AI-powered
INDUSTRY LEADERS AND POLICYMAKERS MUST CONTINUE TO FOSTER A UNIFIED APPROACH TO EDUCATION AND JOB CREATION IN THE AI ERA AND PRIORITISE WIDESPREAD TRAINING IN THE TECHNOLOGY’S
FUNDAMENTALS
tools can also connect students with mentors to guide them through higher education and career planning. This creates a more personalised and immediate learning experience than traditional online education.
Equally vital are cross-sector collaborations such as the AI Alliance, which promotes transparency and knowledge-sharing about AI systems, and the AI-Enabled Information and Communication Technology (ICT) Workforce Consortium, which directs workers to relevant training programmes. These collective efforts leverage the enthusiasm surrounding AI to build common frameworks and develop a skills-first approach for nurturing the tech leaders of tomorrow.
However, the work is far from complete. Industry leaders and policymakers must continue to foster a unified approach to education and job creation in the AI era and prioritise widespread training in the technology’s fundamentals. While IBM SkillsBuild marks a step in this direction, shaping the industries and jobs of the future will require a broad range of AI-powered features and lifelong learning programmes to deliver truly personalised educational experiences.