The possibilities of applying artificial intelligence (AI) are unlimited, the rest is up to us as individuals and society as a whole, says Ivan Šoć, an IT expert with extensive experience in the fields of cyber security, software engineering and process automation, in an interview with Vijesti.
Šoć points out that artificial intelligence can significantly help Montenegrin companies to become more competitive on the regional and global market, first of all, because it enables the optimization of business processes, improves analytics and provides deeper analyzes from data.
“Companies can use AI-based tools to automate routine tasks, which reduces operational costs and increases efficiency. Also, it enables faster and more informed decision-making, because this technology offers advanced analysis of market trends and other parameters, which enables companies to adapt more quickly to changes in the market", emphasizes Ivan Šoć.
He states that, in addition, AI can facilitate the global expansion of Montenegrin companies because it enables the analysis of foreign markets and the prediction of trends at the global level, giving them the opportunity to adapt to other markets more quickly.
According to him, by improving customer support through Ai tools, companies can provide better and more efficient customer service, thereby increasing customer satisfaction and building long-term relationships. All these possibilities together make these tools crucial for strengthening the competitiveness of Montenegrin companies on the wider market.
What are the key challenges facing Montenegro when it comes to digital transformation and the use of advanced technologies?
There are several challenges facing Montenegro when it comes to digital transformation and the use of advanced technologies. One of them is the level of digital literacy and training of staff. Although there is a growing interest in technology, there is still a lot of room for raising digital literacy and cyber security levels. The lack of specialized knowledge and skills in areas such as machine learning and artificial intelligence, data analytics and automation makes it difficult for companies and institutions to take full advantage of digital transformation. Education and continuous training of employees, as well as a greater focus on IT education, are key to overcoming this challenge.
Has an adequate regulatory framework for this area been created in Montenegro?
The regulatory framework is also an area that requires constant improvement. Regulations on data protection and security of information systems must always be adapted to rapid changes in technology. Clear guidelines and regulations are necessary to encourage development and security in the digital space. I would like to mention that this is not only a problem for Montenegro, because the rapid development of technology, especially artificial intelligence, is not easy to put in legal frameworks.
Where should our focus be in the application of advanced technologies?
There are several segments that we should focus on. One of them is the training and education of employees on the latest technologies, but also the creation of programs and workshops for professional development, which will help interested companies and institutions to better understand the potential and advantages offered by advanced technologies, especially artificial intelligence, and what they can bring not only when it comes to improving daily activities and operational efficiency, but also in a broader strategic context, enabling them to use them for more serious business innovations and long-term business improvement.
Digital transformation requires the joint efforts of all sectors to create a strong ecosystem for the development of technology and innovation. It is necessary to strengthen synergy and coordination among all factors, but take care that these are healthy initiatives, because we also have negative examples in the past. Pilot projects, joint development centers and stronger institutional support can help overcome this challenge. This kind of practice helps in testing and developing software and other solutions that meet local needs and enables testing of technology in real conditions before its wider application.
These are just some of the steps along with, as I have already said, the adjustment of the regulatory framework, which create a more favorable environment for the implementation of advanced technologies adapted to the specific needs of the Montenegrin market.
How can we accelerate the application of artificial intelligence in the private and public sector?
As for the public or state sector, activities should be directed to specific areas where the need for the application of artificial intelligence is identified, with a special focus on improving the efficiency of work, transparency and the quality of providing services to citizens. Work must also be done on creating a regulatory framework and guidelines that will enable the safe and effective application of these technologies in the public sector.
Last year, the Association of Managers of Montenegro (AMM) formed a Committee for the application of artificial intelligence and other advanced technologies. You have been elected as the first president. What are the current activities and plans of the Board for the next period?
Currently, one of the activities is related to the final stage of development of a tool that is specifically intended for implementation primarily in the private sector, with the aim of improving business and optimizing processes. This tool is designed to make it easier for companies to apply artificial intelligence adapted to the specifics of our market. The focus is on enabling more efficient data analysis, automation of routine tasks and personalization of services, which will directly contribute to improving business results.
In the coming period, we are planning a series of activities that will focus on specific applications of advanced technologies, primarily through pilot projects and implementation of the mentioned tool in various sectors. This will allow us to test functionality in real conditions and further adapt the tool to the needs of users. We are also working on creating a framework for training and user support, so that companies can more easily integrate this technology into their operations. Our goal is to contribute to strengthening the competitiveness of Montenegrin companies through this process, both on the regional and global markets.
Since you come from that segment of the business community, how do you see the application of Ai in our country in the private sector? Are there concrete plans to support the use of Ai technology?
The application of artificial intelligence (AI) in either the public or private sector offers significant potential for business and efficiency improvement. The private sector is always one step ahead of the public sector, so many companies are already using available tools to improve their business, but the challenges often lie in the lack of customized tools for the specific needs of our market. Perhaps through this we would best define one of the main goals of the Board - the development and implementation of solutions that correspond to the specifics of the Montenegrin market.
How do you see the future of artificial intelligence in Montenegro in the next five years?
The success of this segment will depend on the ability of the Montenegrin market to create solutions adapted to its needs. Also, it will be necessary to strengthen cooperation between the private and public sectors and the academic community in order to enable pilot projects that will test and perfect the application of artificial intelligence before its wider implementation. If the challenges related to regulation and data protection are successfully overcome, this can significantly transform the Montenegrin public sector in the coming years. I expect an increase in the use of artificial intelligence tools for data analytics, personalization of products and services, automation of routine tasks and improvement of user experience.
Abuse of AI in Montenegro as well
The negative aspects of artificial intelligence as a technology are also often discussed. Are there any such examples in our country?
- This is a particularly broad and important topic. As the use of this technology is essentially very broad, practically unlimited, its potential for abuse is equally broad. In particular, sectors such as banking and the general field of finance can be targeted, which can become the main targets of sophisticated attacks, as well as individuals. If we talk about Montenegro, unfortunately, some negative trends are also present here. This is perhaps the most visible when it comes to Montenegro in the noticeable increase in internet ads that use deepfake technology, which replicates the face and voice of people from public life in order to get you to buy a particular mostly medical product of dubious or unknown origin. or invest money in some guaranteed earnings scheme. We have seen examples where doctors, actors and other public figures have been used in these ads. These are internet scams. With the misuse of personal data of numerous people from public life, this type of fraud dates back to earlier years, but has been on the rise in recent years. Now they have become much more sophisticated and difficult to recognize, which most often affects the elderly population, who often fall victim to them. What is particularly worrying is that certain analyzes show that some of these fraud schemes come indirectly or even directly from Montenegro. This is just one of the negative examples. Currently, there is no unified software solution that would completely stop such and similar activities. What we can do to begin with is to focus on education, especially of the elderly, when it comes to the use of the Internet and how best to recognize these and similar frauds, but also on the legal regulatory framework in a broader sense in order to clearly set the limit when are about these abuses.
Who is Ivan Šoć?
Ivan Šoć, although a young man, is dedicated to the development of innovative IT solutions and scientific and technological projects in Montenegro.
He is the founder of Five Group, a company that connects different technology segments, with a special focus on key areas such as information technology, gaming, scientific and innovative sector, VR/AR technologies and artificial intelligence. This environment fosters new ideas and technological innovation, providing advanced solutions that transform the way we experience and use technology.
In 2023, Ivan was appointed as the president of the first Board for the application of artificial intelligence and advanced technologies, formed by the Association of Managers of Montenegro (AMM).
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