Sinergija Conference, that has become a regional IT and business brand and synonym of enhancing business processes through technological innovations, is successfully finished. The conference brought together industry leaders, representatives of state institutions, and top-performing companies from Serbia and Southeast Europe, providing a unique platform for exchanging ideas and advancing modern business practices.
The official opening of the final day of this year’s conference, the Business Day, was attended by Christopher Hill, U.S. Ambassador to Serbia; Steve Lang, Coordinator for International Communications and Information Policy of the U.S.; Jelena Begović, PhD Minister of Science, Technological Development, and Innovation; Mihailo Jovanović, PhD Director of the Office for IT and eGovernment; Kristina Tikhonova, General Manager of Microsoft Southeast Europe; Ido Engel, AI Lead for SEE Microsoft; and Miroslav Aničić, General Manager of Crayon Serbia.
Participants highlighted that artificial intelligence is bringing revolutionary changes to business and agreed it represents a unique opportunity for Serbia and the region to accelerate economic growth. Serbia has the chance to become a regional leader in IT services and development.
Serbia – An Innovation Hub and Technology Development Center
Minister of Science, Technological Development and Innovation of the Republic of Serbia, Jelena Begović, PhD emphasized during her opening that Serbia is positioning itself as a significant innovation hub and a creation center for new technologies. She described Sinergija as a catalyst for digital transformation, a place that brings together visionaries across sectors and inspires collaboration.
Speaking about artificial intelligence, one of the main topics of this year’s Conference, Dr. Begović pointed out the transformative benefits AI offers to society and individuals, particularly in fields such as medicine and agriculture.
“Our ministry, alongside representatives of academia, startups, and Microsoft, is working on improving the digital and physical infrastructure necessary for both digitalization and AI development. Microsoft plays a crucial role in Serbia, as it enables young, talented engineers to develop their careers here and stay in the country,” Minister Begović stated.
Director of the Office for IT and eGovernment, Mihailo Jovanović, PhD announced the upcoming launch of a new chatbot on the eGovernment Portal, designed to provide citizens with quick and precise answers to their questions and support in using portal services.
“Its implementation is another step toward modernizing public administration by making information and services accessible anytime and anywhere,” said Jovanović. He noted that Serbia has established itself as a leader in digitalization and AI in Southeast Europe, with ICT service exports reaching nearly €3 billion in the first nine months of this year and expected to hit a record €4 billion by year-end.
AI Transforming Public and Private Sectors
“It’s inspiring to see how AI is transforming both the public and private sectors in Serbia – enhancing employee and customer services, optimizing business processes, and driving innovation. With over 800 engineers in our development centre (MDCS), the only one of its kind in the region, Microsoft is proud to support Serbia and beyond. Today, the question is no longer if organizations will adopt AI, but how quickly they can embrace it to stay ahead in the innovation race. We are here to help with our expertise and cutting-edge technology, ensuring no one is left behind,” said Kristina Tikhonova, General Manager for Southeast Europe at Microsoft.
The Business Day also provided an opportunity for discussions with leaders of major companies undergoing continuous transformation shaped by AI and cybersecurity topics. Representatives from Microsoft, Comtrade, Delhaize, Triglav Group, NLB Digit, Crayon, HTEC, and the Office for IT and eGovernment shared insights into the opportunities and challenges AI presents in improving business processes, boosting security and productivity, enhancing service offerings and quality, all while optimizing time and resources.
Participants also explored concrete examples of successful projects through four case studies, ranging from solutions like BMW’s Mobile Data Recorder with ChatGPT Copilot to local initiatives such as AI-supported call centers and enhanced security policies through AI solutions.
Source: Sinergija24
