Branislav Sekulović, Managing Director at SAP Balkans – Business AI to become inevitable part of operations

Digital transformation is no longer a matter of choice, but a necessity for companies wishing to remain competitive. Branislav Sekulović, Managing Director at SAP Balkans, emphasizes that switching to a Cloud-based system and implementing advanced solutions based on artificial intelligence enable companies to optimize their operations, increase flexibility and better respond to market changes.

SAP Cloud solutions enable companies to reduce costs, simplify the management of the IT infrastructure and, at the same time, secure high data security. The integration of business AI provides an additional competitive advantage, by automating key operations and enabling the making of informed decisions in real time.

Digital transformation is reshaping businesses worldwide, and Serbia is no exception. In what ways local businesses can benefit from digital transformation and digitalization? What are the current trends and challenges in this area?

– Digital transformation is often used as a term in business communication, but its essence depends on the level of development of a company and its strategic goals. In some cases, the mere implementation of an ERP system, such as SAP S/4HANA, represents a significant transformational endeavor that optimizes processes and enables better resource management. For more developed companies, digital transformation involves the application of advanced technologies, such as business artificial intelligence (Business AI), which facilitates more informed decision-making and the automation of key operations.

When discussing Serbian companies in the context of digitalization, they are definitely not lagging behind those in Western Europe, and their main goal is improving operations, optimizing processes, and creating better offerings for end customers. Our business-oriented SAP solutions directly impact the business results of companies, enabling greater efficiency and adaptability to market changes.

Current trends in digital transformation include the shift to cloud technologies and the growing application of business artificial intelligence. Although we often encounter many terms and various interpretations of the AI concept, SAP focuses on developing business AI solutions that help improve organizational performance.

A key challenge for companies would be realistically assessing the current level of digitalization and defining clear goals they want to achieve through transformation. Introducing technology is not just a technical process – it requires a change in business culture, employee training, and a strategic approach to introducing innovations.

Why are changes necessary for businesses to remain competitive?

– In order to remain competitive, companies must adapt their business models, processes, and technologies in line with the dynamic environment in which they operate, which is constantly changing. The speed of transformation is increasing, and organizations that do not keep pace risk losing market relevance.

Serbian companies have made significant progress in this regard and are successfully following global trends. Particularly in the private sector, where embracing change is not just a matter of innovation, but also a necessary condition for survival in the market. The speed of adaptation can be seen through examples such as the growth of the e-commerce sector and the modernization of the retail industry, where companies have widely implemented digital assistants and chatbots as a standard part of the customer experience.

In the future, I expect business artificial intelligence (Business AI) to become an indispensable part of operations. Companies that recognize its potential in time and implement AI solutions for process automation, analytics, and improving customer experience will have a significant advantage over their competitors. Already, more than 34,000 cloud customers worldwide use SAP Business AI, demonstrating the growing adoption and impact of AI in the business world.

What are the main advantages for customers in transitioning to the Cloud, and why should they consider SAP cloud solutions?

– SAP Cloud is not just one of the current technological trends – it represents an entirely new business concept, where companies fully outsource the maintenance of their business solutions. Instead of managing security, scalability, and infrastructure aspects of the system on their own, companies rely on SAP and its partners, which brings a number of advantages that have already been confirmed in practice. These advantages include:

• Flexibility – Companies can quickly adapt to new business models and market changes.
• Security – In an era where cyber threats are increasingly prevalent, the protection provided by SAP and its partners, including global hyperscalers, significantly exceeds the level of security most companies can provide locally.
• Integration with other solutions – SAP Cloud allows easy integration not only with SAP solutions but also with third-party tools and systems that the client already uses.
• Simplified IT infrastructure management – Clients using SAP Cloud do not need to worry about maintaining data centers, security, or an internal IT team managing those processes. SAP delivers ready-made approaches to systems during implementation, significantly simplifying the infrastructural and systems aspects of business operations.

Thanks to these advantages, companies can focus on their core business objectives, while SAP Cloud provides them with a stable, secure, and scalable technological foundation for growth and innovation.

What challenges do customers typically face when migrating to the Cloud?

– The biggest challenge for companies when transitioning to the Cloud is not technological in nature, but mainly relates to the decision-making process and a change in mindset. Initially, clients were somewhat cautious, primarily due to the feeling of losing control over IT infrastructure.

However, over time, they realized that by moving to SAP Cloud, they shift a significant portion of responsibility to SAP and our partners, which especially eases the work of IT and security departments, as they rely on proven expertise and the highest security standards.

Today, more and more companies in Serbia are successfully using SAP Cloud solutions, and the transition to them is becoming the standard. Once clients recognize the advantages and benefits that Cloud brings, the migration process runs smoothly, and the results are quickly visible.

To what extent companies in Serbia tend to transfer their business to the Cloud?

– Companies in Serbia have largely recognized the benefits of transitioning to the Cloud, and an increasing number of them are making this move. The key factors influencing this decision are the need for greater flexibility, security, and optimization of business processes.

On the other hand, SAP has clearly defined its strategy – as a Cloud & AI-first company, which makes the choice even clearer for companies looking to stay competitive and align their business with global trends.

In 2024, a significant number of new local clients in Serbia opted for SAP Cloud solutions. After recognizing the benefits of migration— from security and scalability to easier management of IT resources —they decided to modernize their operations through SAP Cloud.I expect this trend to continue, as more and more companies recognize that moving to the Cloud is not only a technological advancement but also a strategic decision that brings long-term business value.



People here are mostly concerned about reliability, safety and costs, regarding business in the Cloud. How is SAP catering to their needs?

– By applying the highest industry standards and strictly adhering to EU regulations and local laws, SAP addresses key challenges related to Cloud operations. Moreover, by setting additional standards, SAP as a global company goes further to provide users with maximum security and cost optimization:

• Security – SAP Cloud possesses all necessary certifications that guarantee high data protection, ensuring system reliability in compliance with global and local standards.
• Reliability – SAP solutions are fully aligned with EU regulations, including GDPR for data protection, as well as specific industry regulations like GxP compliance for the pharmaceutical industry and other legal standards. SAP Cloud offers guaranteed availability, meaning companies can rely on a highly stable environment for their operations.
• Cost – Total Cost of Ownership (TCO) is transparently analyzed with customers for a 3- or 5-year period, providing a clear overview of costs and savings. Compared to traditional on-premise solutions, Cloud offers significant financial benefits, as it eliminates costs related to infrastructure, maintenance, licenses, energy, and internal IT resources.

In practice, companies that have not transitioned to the Cloud face greater challenges in terms of scalability, security, and overall costs. This is why more and more organizations are choosing SAP Cloud as the optimal solution that ensures long-term stability and operational efficiency.

What role do you see AI playing in the future of businesses?

– Artificial intelligence is no longer a future concept – it is already part of our daily lives. From simple examples, like chatbots that we all use when communicating with telecom operators or planning travel, to advanced business solutions that use AI to optimize processes and improve customer experience.

In the coming years, AI will play an even bigger role in business – companies will strive to enrich their services with intelligent solutions to enhance customer experience and optimize costs. This trend also extends to the public sector, where predictive AI can contribute to better organization of public services, such as reducing traffic congestion or improving healthcare.

These are just a few examples that illustrate how artificial intelligence is already present in our lives and how its role will continue to grow, changing the way we work and live in the future

How does SAP differentiate its approach to AI, and what are the benefits of incorporating AI in business solutions? How does SAP assist businesses in utilizing AI to gain a competitive edge?

– SAP is dedicated to transforming business operations by deeply integrating AI into every aspect of its processes. This approach is built on the foundation of user data, allowing businesses to extract precise, relevant, and actionable insights.

Central to this strategy is the SAP Business Suite, which offers a comprehensive set of solutions that unify applications, data, and AI. The SAP Business Data Cloud (BDC) within the Business Suite establishes a harmonized data foundation from various sources, empowering customers to enhance decision-making and drive reliable AI.

Unlike generic AI solutions, SAP AI is developed within existing business platforms, ensuring it meets the specific needs of companies. Currently, SAP offers over 130 pre-developed AI scenarios across diverse business areas, from manufacturing and procurement to finance and human resources. This enables companies to optimize processes and make informed decisions without the need for additional tools or external customizations.

Finally, the key factor for the success of artificial intelligence is the relevance of the data, and SAP, as a leader in business software solutions, allows companies to make the most of their own data, giving them a competitive edge in real-time.

However, despite all the advantages of AI and the drive toward increasing automation, the final decision should and will remain in the hands of humans. Technology serves as a tool that enhances business operations but does not replace the crucial role of human expertise and strategic decision-making.

By the way at the upcoming SAP Business Suite Innovation Day on September 16th at the Sava Center in Belgrade, you will have the opportunity to know more about SAP Business Data Cloud and SAP Business AI and discover how these cutting-edge technologies can transform business, unlock new opportunities, and drive sustainable growth. Join us to explore SAP’s transformative vision for enterprise management.

SAP West Balkans Beograd

SAP

Branislav Sekulović

SAP Cloud solutions

ERP systems

Business AI

business artificial intelligence

SAP Business Suite Innovation Day

SAP Business Data Cloud

SAP Business AI