The discussion began with a key finding from the DOBA AI Maturity Index 2026 (DAIMI): companies in Slovenia, Croatia and Serbia are already using artificial intelligence (AI), but the main challenge of development now lies elsewhere. The first phase, in which companies primarily experimented with various AI tools, is gradually coming to an end. Attention is now shifting to a more demanding second phase, in which AI will need to be integrated with strategy, governance, accountability, employee competence development and the measurement of business impact.
An important message from the discussion was that neither Europe nor the region, let alone a small country such as Slovenia, can compete with the largest global players from the United States and China in developing foundation models and major technology platforms. However, this does not mean that there are no opportunities. Quite the opposite. One of the greatest opportunities lies in moving more quickly to adopt AI tools, particularly in areas where we already have expertise, tradition, strong companies and international recognition.
Mark Boris Andrijanič highlighted several areas in which Slovenia could build a significant competitive advantage: pharmaceuticals, biotechnology, advanced industrial manufacturing, niche high-tech companies and logistics. Slovenia already has strong foundations in these fields. In almost every Slovenian region, there are companies that are leaders in their niche, often highly specialised, flexible and deeply integrated into demanding international value chains. By adopting AI, such companies can achieve higher productivity, faster decision-making, better processes and greater competitiveness.
It was also emphasised that AI is not an opportunity only for large companies. Thanks to their flexibility, small and medium-sized enterprises may even be among the fastest adopters of new solutions. However, they need support in developing competences, understanding risks, identifying the right business use cases and establishing basic rules for the use of AI.
AI does not create value for companies on its own. It only begins to deliver added value when it is linked to specific business objectives, employee knowledge and the ability of management to integrate it into the way the organisation operates.
Prof. Dr Matej Avbelj broadened the discussion to include the role of government, public institutions and the research community. Artificial intelligence can make an important contribution to more efficient government operations, faster digitalisation of public services, better use of data and a more responsive public administration. Individual technological solutions alone, however, are not enough. Clear objectives, appropriate rules, skilled professionals and institutions that understand the technological, legal, ethical and social dimensions of AI are also required.
A significant part of the discussion focused on the role of education and research institutions. The speakers agreed that the development of artificial intelligence will require a broader increase in digital and computing competences. This does not mean that everyone has to become a programmer, but professionals from different fields do need to understand the basic logic of digitalisation, data and AI. It would therefore make sense to integrate digitalisation and AI-related content more systematically into educational programmes – not only in technical disciplines, but across all fields.
The DOBA AI Maturity Index 2026 found that Slovenia has a somewhat more balanced model of organisational maturity in the use of AI compared with Croatia and Serbia. Serbia stands out for its pace of development and perceived business impact, while Croatia is distinguished by a more pragmatic and experimental approach. All three countries, however, face a similar question: how to move from using individual tools to the systematic governance of AI.
The conclusion of the discussion was clear. The first phase of AI adoption has shown that companies, organisations and individuals are quick to embrace the technology. The second phase, however, will be considerably more demanding. The decisive factor will be whether we are able to integrate AI into strategy, processes, governance, competence development and impact measurement. This is also where the significance of the DAIMI index lies. It is not merely intended to measure the current situation, but to establish a tool for monitoring the region’s progress over time.
DOBA University of Applied Sciences will continue developing the index in the coming years. The aim is for DAIMI to become a regular regional tool for monitoring organisational maturity in the use of artificial intelligence within companies. In this way, DOBA UAS seeks to contribute to the discussion on how Slovenia and the wider region can use AI as a driver of development, rather than just as a technological trend.
Did you miss the event? You can watch the recording at this link.
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