Artificial intelligence adoption by enterprises in Serbia

Beraha, Isidora and Vasilić, Nikola (2025) Artificial intelligence adoption by enterprises in Serbia. In: 30. naučni skup Regionalni razvoj i demografski tokovi zemalja Jugoistočne Evrope, Niš, 2025. godine. Univerzitet u Nišu, Ekonomski fakultet, Niš, pp. 539-548. ISBN 978-86-6139-244-3

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Abstract

This paper analyzes the adoption of artificial intelligence (AI) technologies among enterprises in Serbia, with a comparative view of their position relative to companies in the European Union. The research is based on desk analysis of secondary data sourced from Eurostat. Although the overall number of enterprises using AI in Serbia remains relatively low, it is steadily growing. Large enterprises are the most active adopters, with the Information and Communication sector leading in implementation. The most commonly used AI technologies include text analysis (text mining) and machine learning methods such as deep learning for data processing. AI is predominantly applied in areas such as marketing and sales, as well as research, development, and innovation.

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