The amount to be reported in column 060 of this row: Original deduction

A new regional study titled *DOBA AI Maturity Index 2026* has revealed that companies in Slovenia, Croatia, and Serbia have already begun integrating artificial intelligence into their operations. However, despite this progress, most businesses remain in a transitional phase between initial experimentation and early organizational integration. The findings highlight that while AI tools are being used, they are not yet systematically embedded into strategic decision-making processes, operational systems, or long-term business models. According to researchers from DOBA Faculty, the next stage of development will depend less on access to technology itself and more on the ability of leadership to manage, guide, and align AI use with broader business goals.

The index measures how mature organizations are in their use of AI, evaluating five key dimensions: strategic integration, management practices, employee competencies, operational application, and business outcomes. Companies in all three countries are using AI, but its inclusion in critical areas such as decision-making, governance, and long-term planning remains limited. One of the main challenges identified is the lack of systematic integration of AI into existing workflows, systems, and accountability structures. While many firms recognize the potential benefits of AI, particularly in improving productivity and communication, there is still a gap in developing methodologies to measure and sustain these benefits over time.

Slovenia leads the region with a score of 50.85 on a scale from 0 to 100, followed by Serbia with 49.73 and Croatia with 47.89. Despite these differences, the overall gap between the countries is relatively small, suggesting that the entire region is entering a similar developmental phase in terms of AI adoption. Slovenian companies stand out for having a more balanced approach, combining strategy, management, and organizational readiness. This indicates that AI usage in Slovenia is not just limited to isolated experiments but is gradually being linked to issues of responsibility, processes, and skill development.

Serbian companies, on the other hand, show strong growth dynamics and noticeable business impacts from AI implementation. However, they face some reservations regarding systematic management and the formalization of competencies. Croatian enterprises tend to take a more pragmatic and experimental approach, quickly testing AI tools without fully developing strategic integration. This suggests that while innovation is present, deeper structural changes are lagging behind.

One of the most common applications of AI among companies in all three countries is generative AI, primarily used for text generation, communication support, administrative tasks, and productivity improvements. This implies that AI is often treated as a tool for individuals or specific departments rather than a catalyst for broader transformation within the organization. Operational integration remains the weakest point, with few companies embedding AI systematically into their processes, systems, decisions, and business models.

According to the research, the biggest challenge lies in the area of strategy and management. While company leadership generally supports AI use, organizations often lack clearly defined responsibilities, rules, training processes, and methods for measuring effectiveness. Directors of DOBA Faculty, including Jasna Dominko Baloh, emphasize that the findings serve as a warning that businesses must move beyond enthusiasm about tools and focus instead on systematic management of AI. Gorazd Justinek, dean of DOBA Faculty, notes that the differences between countries are relatively minor, giving the entire region an opportunity to make significant progress in the next phase of development.

The study also aligns with broader observations about the importance of AI for competitiveness. It highlights that while AI can enhance productivity, its true value depends on how effectively it is managed and integrated into business strategies. As companies in the region continue to explore AI's potential, the shift from mere technological access to effective organizational maturity will determine their future success. The *DOBA AI Maturity Index 2026* provides a framework for understanding where businesses currently stand and what steps they need to take to transform AI into a sustainable competitive advantage.