Implementation of artificial intelligence in project-oriented organizations: A comparative analysis of Serbia and the region

The paper analyzes the implementation of artificial intelligence (AI) in project-oriented organizations through a comparative study of Serbia and the region. It focuses on the impact of AI on improving efficiency, innovation, and decision-making quality, as well as the role of knowledge management and continuous learning in the digital transformation process. Using theoretical frameworks, empirical data, and case studies, the paper identifies key advantages and challenges of AI adoption in Serbia, which lags behind more developed regional countries like Slovenia and Croatia in terms of digitalization and integration of advanced technologies. Concrete examples of successful AI applications in various sectors (energy, construction, creative industries, finance) are presented, along with obstacles such as a lack of skilled personnel, limited resources, and organizational inertia. Based on the comparative analysis, the paper provides recommendations for enhancing the digital transformation of project-oriented organizations in Serbia, confirming the hypothesis that the integration of AI and knowledge management significantly contributes to increased efficiency, innovation, and competitiveness.