International Journal of Cognitive Research in Science, Engineering and Education (IJCRSEE)

IJCRSEE Editorial Team; Aneta Stojanovska-Stefanova; Aleksandra Mitrović; Marija Magdincheva Shopova

doi:10.23947/2334-8496-2025-13-3-637-648

Authors

Aneta Stojanovska-Stefanova University of Goce Delcev Štip, Faculty of Tourism and Business Logistics, Štip, North Macedonia https://orcid.org/0000-0002-9400-8331
Aleksandra Mitrović University of Kragujevac, Faculty of Hotel Management and Tourism, Vrnjačka Banja, Republic of Serbia https://orcid.org/0000-0002-8302-0853
Marija Magdincheva Shopova University of Goce Delcev Štip, Faculty of Tourism and Business Logistics, Štip, North Macedonia https://orcid.org/0000-0003-4352-9847

DOI:

https://doi.org/10.23947/2334-8496-2025-13-3-637-648

Keywords:

artificial intelligence (AI), digital transformation, small and medium-sized enterprises (SMEs), business policy

Abstract

Artificial Intelligence (AI) is growingly recognized as a critical factor in fostering innovation and strengthening competitiveness within contemporary enterprises. As regards digital transformation, AI technologies are reshaping traditional operating models and enabling the optimization of core operating processes across various sectors. Small and medium-sized enterprises (SMEs) in the Republic of North Macedonia and the Republic of Serbia despite being key drivers of economic activity and employment, encounter considerable challenges in integrating AI into their daily operations, in contrast to larger enterprises that typically possess greater resources and structural capacities for technological adoption. The focus of the paper is to assess the level of awareness, viewpoints, and preparedness of entrepreneurs from both countries regarding the implementation of AI within their business strategies. Accordingly, the research examines the main sources of information available to SMEs, the extent to which planning processes incorporate AI adoption, the perceived limitations and associated risks, as well as the need for adequate professional expertise and institutional support to advance digital transformation.

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