Empowering Sustainable Growth Through Emerging Technologies in Serbia and North Macedonia

This study explores the perceived economic, social, and environmental impacts of emerging technologies (including artificial intelligence, IoT, and big data) on sustainable growth in Serbia and North Macedonia. Drawing on survey responses from participants across professional sectors, the analysis employs descriptive statistics, Mann–Whitney U, and Kruskal–Wallis H tests to assess motivational factors, barriers to adoption, and sectoral differences. Findings indicate that innovation an competitiveness are dominant motivators, especially in North Macedonia, while high costs, skill shortages, and limited awareness remain key barriers. Economic benefits such as cost savings and operational efficiency are widely recognized, though environmental outcomes, particularly renewable energy adoption, are less developed. Sectoral comparisons reveal that business organizations lead in benefit realization, whereas government entities lag behind. The study highlights the need for context-specific policies and inclusive digital strategies to ensure that the adoption of emerging technologies supports long-term, sustainable development across varying institutional and sectoral environments.