Another Kopaonik Business Forum brought together leaders from business, economics, and technology to discuss the most important topics shaping the future of business. As in previous years, the forum served as a platform for exchanging ideas, experiences, and perspectives on the changes transforming both global and regional markets.
This year’s discussions clearly highlighted that we are living in a time of deep technological and business transformations. A theme running through almost all panels, directly or indirectly, was artificial intelligence and its growing impact on how companies operate, make decisions, and shape strategy.
One of the panelists was our CEO, Siniša Ljubojević, who raised an important question about the role of artificial intelligence in modern business.
As he pointed out, AI does not represent just the next phase of digital transformation, but a change in the very logic of how organizations work:
“While digital transformation was focused on optimizing existing processes, artificial intelligence changes the way companies make decisions and leverage knowledge within the organization,” Siniša emphasized.
One of AI’s greatest potentials, as highlighted during the panel, lies in its ability to consolidate dispersed organizational knowledge—so-called tacit knowledge—and turn it into a system that enables faster, higher-quality, and more informed decision-making.
In such an environment, the key question for companies is no longer just how to implement AI, but how to become an AI-ready organization. This requires preparing data, knowledge, and people for a new work paradigm, where technology becomes an integral part of business processes and strategic decision-making.
As concluded at the forum, in the world of artificial intelligence, competition is no longer just another company in the same industry, but also a startup that is just emerging, yet uses AI to change the rules of the game.
In the years ahead, the difference between the most successful and average companies will not be measured by budget size, but by the speed of learning, adaptability, and the quality of decisions made with the support of artificial intelligence.