Our HR Director, Ivana Gajović, participated in a panel dedicated to the application of artificial intelligence in human resources, held on February 23 as part of the 7th HRM Congress 2026, organized by the Management Centre Belgrade (MCB).
The discussion focused on how organizations are using AI today to improve processes, make better use of data, and strengthen the strategic role of the HR function. Our experience shows that the greatest impact is achieved when AI is introduced through practical tools that solve real operational challenges—from candidate selection and access to internal knowledge to supporting legal, sales, and IT functions. This approach reduces administrative workload and creates space for activities that directly impact employee development and business results.
In practice, we use several internal AI solutions developed to enhance the daily work of different teams. One example is an AI tool for the initial screening of a large number of applications, enabling faster candidate pre-selection alongside HR professionals and continuous model improvement through user feedback.
In addition, we have developed an HR knowledge assistant that allows employees to access information and documentation more quickly, reducing the time needed for operational inquiries. A similar principle is applied through a Legal Contract Intelligence solution that supports the legal team in handling contracts, as well as through a Sales AI Assistant that helps sales teams quickly find relevant data and materials. In the area of internal support, we also use a Service Desk AI designed to automate and accelerate the processing of user requests, contributing to greater efficiency and reduced workload for operational teams.
As Ivana highlighted, the essence of AI in HR is not in automating decisions, but in improving the processes that lead to them:
“AI can optimize the process, but responsibility and context remain human. In HR, we don’t automate decisions—we automate the information that helps make better decisions.”
This approach is also reshaping the role of HR itself. By reducing operational tasks, HR gains more capacity to focus on strategic activities—competency development planning, talent mapping, supporting organizational change, and aligning more closely with business goals.
AI does not change the purpose of HR; rather, it changes how time and focus are allocated. Instead of serving primarily as administrative support, HR is increasingly becoming a strategic business partner that leverages data and insights to help organizations become more adaptable and prepared for long-term growth.
The panel’s conclusion confirms that the true value of AI lies not in replacing people, but in empowering their work—through tools that remove operational barriers and enable better decision-making.