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637
Stojanovska-Stefanova, A., Mitrović, A. & Magdincheva Shopova, M. (2025). From Awareness to Action: Preparedness of
SMEs for Artificial Intelligence Implementation in North Macedonia and Serbia, International Journal of Cognitive Research in
Science, Engineering and Education (IJCRSEE), 13(3), 637-648.
Original scientific paper
Received: September 23, 2025.
Revised: December 03, 2025.
Accepted: December 10, 2025.
UDC:
004.8:334.713(497.11)
004.8:334.713(497.17)
10.23947/2334-8496-2025-13-3-637-648
© 2025 by the authors. This article is an open access article distributed under the terms and conditions of the
Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
*
Corresponding author:
aneta.stojanovska@ugd.edu.mk, aleksandra.stankovic@kg.ac.rs
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.
Keywords: artificial intelligence (AI), digital transformation, small and medium-sized enterprises (SMEs), business policy.
Aneta Stojanovska-Stefanova
1*
, Aleksandra Mitrović
2*
, Marija Magdincheva Shopova
1
1
University of Goce Delcev Štip, Faculty of Tourism and Business Logistics, Štip, Republic of North Macedonia,
e-mail:
aneta.stojanovska@ugd.edu.mk, marija.magdinceva@ugd.edu.mk
2
University of Kragujevac, Faculty of Hotel Management and Tourism, Vrnjačka Banja, Republic of Serbia,
e-mail:
aleksandra.stankovic@kg.ac.rs
From Awareness to Action: Preparedness of SMEs for Artificial
Intelligence Implementation in North Macedonia and Serbia
Introduction
During the digitalization age, artificial intelligence (AI) is gaining prominence as a transformative
force within contemporary business environments. It is instrumental in redefining operational models and
enabling comprehensive improvements in organizational performance. Increasingly recognized as a sig-
nificant driver of innovation and market competitiveness, the integration of artificial intelligence (AI) spans
multiple business domains, enabling the automation of routine activities, efficient data processing, market
trend prediction, and more informed strategic planning. Artificial intelligence offers a several advantages
over information based on financial statement analysis (Mitrović et al., 2025).
Regarding digital change, it is very important to have collaboration among enterprises, policymak-
ers, and researchers in facing the challenges and risks of information transformation, as well as ascertain-
ing that its benefits are distributed equally among all stakeholders. This necessitates a collaborative and
multidisciplinary strategy that includes the creation of new rules, regulations, and frameworks to enable
the digital transformation of enterprises and communities (George, 2024). The European Commission, in
April 2021, proposed the EU’s inaugural artificial intelligence (AI) legislation, which outlined a classifica-
tion system based on levels of risk. Artificial intelligence technologies applicable to various domains are
systematically analysed and classified in accordance with their potential risk to users. The different risk
degrees mean more or less artificial intelligence (AI) compliance requirements (European Parliament,
2023).
Artificial intelligence (AI) has been gaining an increasingly integral role of business operations, with
its growing application over recent years thoroughly remodelling industrial landscapes across the globe.
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Stojanovska-Stefanova, A., Mitrović, A. & Magdincheva Shopova, M. (2025). From Awareness to Action: Preparedness of
SMEs for Artificial Intelligence Implementation in North Macedonia and Serbia, International Journal of Cognitive Research in
Science, Engineering and Education (IJCRSEE), 13(3), 637-648.
The opportunity to apply artificial intelligence (AI) as an operating tool to improve business policy devel-
opment remains largely obscure in countries such as Macedonia and Serbia. The potential of artificial
intelligence (AI) is recognized in enterprises in these regions as a significant tool in creating policies that
align with dynamic market conditions, optimizing operational efficiency, and predicting future trends. Nev-
ertheless, the degree to which AI is affecting policymaking in these enterprises and the challenges they
face in adopting it remains poorly understood. Therefore, this paper explores how artificial intelligence (AI)
technologies are remodelling business policy making with regards to Macedonia and Serbia. The paper’s
objective is examining the use of artificial intelligence (AI) in policymaking, assessing its practical con-
sequences, and proposing actionable recommendations for enterprises seeking to utilize artificial intel-
ligence (AI) technologies in pursuit of sustainable development. Recently, the implementation of artificial
intelligence (AI) technologies has accelerated notably in operating activities, leading to the transformation
of industries on a global scale. Despite this global trend, in countries as Macedonia and Serbia the stra-
tegic use of AI for business policy development remains relatively limited and insufficiently investigated.
artificial intelligence (AI) though the enterprises in these regions greatly acknowledge the AI potential
to enhance policy formulation by aligning strategies with rapidly changing market conditions, improving
operational performance, and enabling more accurate forecasting the practical application and depth of
its influence remain underexplored. Based on data analysis and strategic planning for the long term, there
is a developing recognition of AI’s capacity to support decisions. However, many enterprises continue to
face significant limitations to adoption, including limited expertise, infrastructure, and institutional support.
Thus, this paper seeks to investigate the role of artificial intelligence (AI) in shaping business policy mak-
ing within the specific socio-economic contexts of Macedonia and Serbia considering the aforementioned
challenges. It aims to analyse both the practical implications of artificial intelligence (AI) adoption and the
current level of integration, while offering evidence-based recommendations for enterprises aiming to
harness artificial intelligence (AI) technologies as a means of fostering innovation, resilience, and sustain-
able development. The objective of this paper is to assess the perceptions and preparedness of SMEs in
the Macedonia and Serbia regarding the adoption and integration of artificial intelligence (AI) within their
operating strategies. The research puts special emphasis on assessing the level of awareness among
SMEs concerning the potential benefits of artificial intelligence (AI), identifying key sources of information,
evaluating the extent of artificial intelligence (AI) implementation strategic planning, and exploring the pri-
mary barriers that hinder adoption. Furthermore, the paper investigates the growing need for professional
guidance and focuses on the role played by public institutions in promoting digitalization among SMEs.
In countries such as the Republic of Serbia and North Macedonia, the readiness of small and
medium-sized enterprises (SMEs) to implement artificial intelligence (AI) is still insufficiently explored.
Both countries are in the process of institutional alignment with European standards: Serbia is already im-
plementing its second Artificial Intelligence Development Strategy for the period 2025–2030, while North
Macedonia is developing a national ICT strategy that includes a component for the improvement and
integration of artificial intelligence (AI). The Republic of Serbia and North Macedonia were selected for
analysis due to their similar economic and institutional characteristics, such as the level of development
and the process of European integration.
Given the transformative potential of artificial intelligence (AI) in improving operational efficiency,
productivity, and long-term sustainability, addressing these dimensions is essential for developing effec-
tive support frameworks and facilitating meaningful artificial intelligence (AI) adoption among SMEs. To
guide the research process, the paper outlines five key research questions:
1. To what extent do SMEs believe that artificial intelligence (AI) can enhance business efficiency
and contribute to growth and sustainability in the Republic of North Macedonia and the Republic of
Serbia?
2. Are there significant variations in the degree of awareness about the possibilities of applying artifi-
cial intelligence (AI) between
enterprises in the Republic of North Macedonia and the Republic of
Serbia?
3. How does the number of years an
enterprise has been operating affect its level of awareness about
AI applications and its perception of the need for implementation?
4. Does the business sector influence the perception of artificial intelligence (AI) contribution to the
growth and sustainability of enterprises?
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639
Stojanovska-Stefanova, A., Mitrović, A. & Magdincheva Shopova, M. (2025). From Awareness to Action: Preparedness of
SMEs for Artificial Intelligence Implementation in North Macedonia and Serbia, International Journal of Cognitive Research in
Science, Engineering and Education (IJCRSEE), 13(3), 637-648.
5. Are there differences in the perception of the need for organizational changes to implement artificial
intelligence (AI) depending on the country of origin, age, and sector of the enterprise?
Materials and Methods
The development of digital technologies is contributing to artificial intelligence being central to the
work of enterprises, introducing fundamental changes in the way SME traditionally work. The Organiza-
tion for Economic Co-operation and Development (OECD) provides a widely recognized definition of an
AI system as a “machine-based system capable of making predictions, recommendations, or decisions
that affect real or virtual environments, based on a set of objectives defined by humans.” (OECD, 2019, 7).
According to the Chen et al. (2023), AI systems lack inherent understanding and rely on human decisions
in design, engineering, and supervision. With varying degrees of adaptability and autonomy in its appli-
cation, artificial intelligence brings revolutionary changes to the functioning of the economy and society
(Strategija razvoja veštačke inteligencije u Republici Srbiji za period 2025–2030 godine (Službeni glasnik
RS, br. 5/25. (2025)). Continuous learning can be specified as a requisite for AI (Samoili et al., 2021).
The AI’s effects will likely differ widely across different occupations, depending on whether substitution
or complementariness between AI and human labour dominate, and to what degree occupations can be
reorganized to incorporate new tasks (Fossen et al., 2024). Speculated by Chalmers et al. (2021) is that
AI technologies might enable some operation with high technological skills and venture capital firms to
gain large financial returns with comparably little effort. This cutting-edge technology promises to funda-
mentally transform service delivery paradigms, optimize operational processes, and significantly improve
efficiency across various industries (Jeremić and Luka, 2024). AI can serve as a new form of input and
process other inputs, remodelling the cost structure of a company (Desai, 2019).
Small and medium-sized enterprises (SMEs) have been the focus of extensive research. Wahyun-
ingsih et al. (2024) examined the impact of factors such as education, enterprise size, business duration,
accounting training, and accounting knowledge on the utilization of accounting information within SMEs.
Mitrović et al. (2024) have conducted research whose approach involves a comprehensive literature re-
view of AIS and organizational performance, along with an examination of the pandemic’s effects on both
aspects within SMEs. The study findings demonstrate specific consequences of the pandemic on AIS and
organizational performance. An important question arises to consider SME and AI through different is-
sues. SMEs in the regions of North Macedonia and Serbia, often face constraints that hinder their access
to these technologies, in contrast to large companies that already invest significant resources in the pro-
cess of developing and applying AI technologies. Moreover, the current solutions offered for digitalization
of SMEs are standalone and not incorporated, due to their specific requirements (Telukdarie et al., 2023).
Data shows that in Serbia the significance of digital transformation is acknowledged across all in-
dustries and levels of work and is mostly viewed as a prospect that transforms companies to a large extent
(Savic et al., 2019). Acord the second Strategy for the Development of Artificial Intelligence (AI) in Serbia
for the period 2025-2030 has already been adopted. The previous strategy for the period 2020-2025 laid
the foundations and paved the way for the development of AI in Serbia in several key and priority areas,
while the current strategy creates the framework for the further development of AI, enabling Serbia to
follow modern trends in this area. One of the fundamental aims of the Strategy is to provide a significant
incentive for the further development of scientific research, innovation, education, business promotion,
economic growth and improve the quality of life of all citizens through special measures (Strategija raz-
voja veštačke inteligencije u Republici Srbiji za period 2025–2030 godine (Službeni glasnik RS, br. 5/25.
(2025)). Serbia has launched the first National AI Platform in the Republic of Serbia at the State Data Cen-
tre in Kragujevac, and with the launch of that platform, it has joined the 26 countries that have a national
platform for the development of artificial intelligence and is one of the few that have their own Institute
for Artificial Intelligence (21 TV, 2025). The Office for IT and e-Government of Serbia and the French
company Eviden signed an agreement for HPC (supercomputer) and artificial intelligence development,
the project for the digitalization of medical administration, as well as the AI development and application
tools that should assist Serbia to flourish in various sectors, from energy, transport and the smart cities’
development (
Serbia Business, 2025). In addition to providing appropriate infrastructure for the intensive
development of the IT market, start-up scene, and venture capital, the country aims to make Kragujevac
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Stojanovska-Stefanova, A., Mitrović, A. & Magdincheva Shopova, M. (2025). From Awareness to Action: Preparedness of
SMEs for Artificial Intelligence Implementation in North Macedonia and Serbia, International Journal of Cognitive Research in
Science, Engineering and Education (IJCRSEE), 13(3), 637-648.
a regional centre of modern technology (
Bloomberg Adria, 2025).
In North Macedonia, as a result of the global trends in digitalization, at the initiative of the Fund
for Innovation and Technological Development, in September 2021 a working group, was formed whose
goal is to create the first National Strategy for Artificial Intelligence in the country (FITD, 2021). In North
Macedonia, the National ICT Strategy is currently being developed, where in the priority area ‘Business,
Innovation and New Technologies’, a component for the development of AI with an action plan is envis-
aged. The action plan will determine whether it is necessary to adopt a separate AI strategy or a dynamic
roadmap for the promotion and encouragement of the use of AI-based tools. Also, the Ministry of Digital
Transformation of North Macedonia, for the second half of 2025, envisages the transposition of the EU AI
Act in a form that will encourage the integration and enhancement of AI in the Macedonian ICT ecosystem
(Bloomberg Adria, 2025).
Two surveys were conducted using the survey method in the period from February to August 2025.
The sample for both Research 1 and Research 2 consisted of 100 respondents, surveyed by a random
sample, employees and enterprises in North Macedonia and the Republic of Serbia. The research in-
cluded employees in micro and small and medium enterprises (SMEs). Research 1 consists of 15 ques-
tions, Research 2 of 20 questions, and the first 3 questions in both surveys refer to data on respondents.
Research 1 refers to the impact of AI on SMEs, while Research 2 deals with the impact of AI in creating
business policies of SMEs. Respondents’ views were evaluated on a Likert scale from 1 to 5. Grade 1
signified the least agreement, whereas grade 5 signified the greatest agreement.
Table 1 shows comparative data on the samples. An equal number of respondents come from
North Macedonia and the Republic of Serbia (Research 1 and Research 2). In the selected sample struc-
ture, the largest number of survey respondents work in an enterprise that has been operating for 6-10
years (44%-Research 1 and 36%-Research 2), which operates in the Services sector (40%-Research
1and 32%-Research 2).
Table 1. Data on respondents (
Research 1 and Research 2)
Research 1
Research 2
Number of
respondents
%
Number of
respondents
%
Where does your enterprise operate?
North Macedonia 50 50% 50 50%
Serbia 50 50% 50 50%
How long has your enterprise been actively operating?
1 – 5 years 20 20.0% 29 29.0%
6 – 10 years 44 44.0% 36 36.0%
11 – 20 years 24 24.0% 20 20.0%
More than 20 years 12 12.0% 15 15.0%
In which industry or sector is your
enterprise actively working?
Trade 19 19.0% 17 17.0%
Manufacturing 13 13.0% 22 22.0%
Services 40 40.0% 32 32.0%
IT and Technology 6 6.0% 9 9.0%
Agriculture 3 3.0% 1 1.0%
Construction 11 11.0% 12 12.0%
Education 8 8.0% 7 7.0%
Source: Authors
In addition to descriptive statistical analyses, including mean, standard deviation, minimum, and
maximum values, this paper employed the Mann-Whitney U test and the Kruskal-Wallis test. The SPSS
version 23 statistical package for social sciences was used with a statistical significance of 0.05 for the
purposes of statistical data processing.
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641
Stojanovska-Stefanova, A., Mitrović, A. & Magdincheva Shopova, M. (2025). From Awareness to Action: Preparedness of
SMEs for Artificial Intelligence Implementation in North Macedonia and Serbia, International Journal of Cognitive Research in
Science, Engineering and Education (IJCRSEE), 13(3), 637-648.
Results and Discussions
The statements’ frequency about the impact of AI on SMEs is shown in Table 2. The respond-
ents expressed the highest degree of accordance when answering the question - do you think that the
introduction of AI will contribute to accelerated growth and sustainability of your enterprise in the future
(Mean=3.97). His is supported by Goralski and Tan (2020), who argue that artificial intelligence can serve
as a powerful driver of global efforts to foster economic development while ensuring its sustainable man-
agement. The respondents expressed the lowest level of agreement in their answers to the question - do
you think you have enough knowledge to practice AI in your enterprise (Mean=2.52). Bharadiya’s (2023)
study revealed several aspects regarding the integration and use of artificial intelligence in enterprises.
This study confirms that limited in-depth knowledge about artificial intelligence and its value creation pro-
cesses represents a significant barrier.
Table 2. Respondents’ views on the impact of AI on SMEs (Research 1)
Questions Min Max M SD
A
re you familiar with the opportunities offered by AI for improving business activities?
1 5 3.11 1.27837
Do you plan to apply AI in your enterprise? 1 5 3.65 1.12254
Are you sufficiently informed to decide to introduce AI in your enterprise? 1 5 3.33 1.045
How informed are you about the opportunities offered by artificial intelligence for
optimizing business processes?
2 5 2.99 1.05883
Do you think you have enough knowledge to practice AI in your enterprise? 1 5 2.52 1.0491
Do you think you will need professional help and support to acquire knowledge about AI?
1 5 3.83 1.08297
Do you think there is sufficient support from state institutions for entrepreneurs to
implement AI?
1 5 2.72 1.46391
Is there interest in being involved in support programs for implementing AI if they are
introduced?
1 5 3.79 1.2415
Do you think that the introduction of AI will contribute to accelerated growth and
sustainability of your enterprise in the future?
1 5 3.97 1.03918
Note: Min (Minimum), Max (Maximum), M (Mean), SD (Standard Deviation)
Source: Authors
The statements’ frequency about the impact of AI in creating operating policies of SMEs is shown in
Table 3. The respondents expressed the highest degree of agreement when answering the question - do
you think that the application of AI will have a positive impact on increasing the efficiency of the enter-
prise’s work (Mean=4.17).
The findings presented above are in accordance with the study by
Hamada et al. (2021), investigat-
ing the AI use of to improve operating efficiency and effectiveness in companies in Kazakhstan. Their re-
search identified the main obstacle to AI adoption as the hesitance of managers in SMEs to implement AI
technologies, further exacerbated by the significant costs involved in their deployment. The respondents
indicated minimal agreement regarding the answer to the question - are you familiar with the opportuni-
ties offered by AI in creating business policies (Mean=2.69). According to Lauterbach (2019), a significant
gap persists in the transparency surrounding the identification of key risks associated with AI, as well as
in clarifying the regulatory strategies for mitigating them. Moreover, the absence of a comprehensive,
collaborative framework encompassing all relevant stakeholders hinders the establishment of unified prin-
ciples for the design, governance, and ethical deployment of AI technologies.
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642
Stojanovska-Stefanova, A., Mitrović, A. & Magdincheva Shopova, M. (2025). From Awareness to Action: Preparedness of
SMEs for Artificial Intelligence Implementation in North Macedonia and Serbia, International Journal of Cognitive Research in
Science, Engineering and Education (IJCRSEE), 13(3), 637-648.
Table 3. Respondents’ views on the impact of AI in creating business policies of SMEs (Research 2)
Questions Min Max M SD
Are you familiar with the opportunities offered by AI in creating business policies?
1 5 2.69 1.16076
What is the impact of AI in creating business policies? 1 5 3.08 1.27667
Are you sufficiently informed to decide on implementing AI in shaping business policies
in your enterprise?
1 5 3.4 0.99494
What are the capabilities of your employees for applying for AI? 1 5 2.76 1.07422
Would you agree to participate in training for using AI tools and technologies? 1 5 4.01 1.16771
Are changes needed in your enterprise to implement AI? 1 5 4.06 1.26187
Do you think there is a need for the reorganization of teams or work structures to en-
able the adoption of AI in shaping business policies?
1 5 4.04 1.3478
Does your enterprise plan to increase the use of AI in the future? 1 5 3.75 1.08595
Do you think that AI will have a greater impact on business policies in the next 5 years?
1 5 3.99 0.99995
Do you think that the application of AI will have a positive impact on increasing the
efficiency of the enterprise’s work?
1 5 4.17 0.92174
Note: Min (Minimum), Max (Maximum), M (Mean), SD (Standard Deviation)
Source: Authors
Below are the results of the Mann-Whitney U test. Using the Mann-Whitney U test, statistically
significant differences in the opinions of respondents from different countries were found in connection
with Research 1, namely the question - how informed are you about the opportunities offered by AI for
optimizing business processes (p<0.05). Specifically, the mentioned test identified a statistically significant
difference in the values of the dimensions of respondents coming from North Macedonia (Md=2.50) com-
pared to respondents coming from the Republic of Serbia (Md=5.00), while this difference is of low intensity
(U=972.5, z=-2.027, p=0.043, r= 0.2027). The optimization of business processes plays a crucial role in
improving efficiency and competitiveness in today’s dynamic industrial environment (Chen et al. (2023)).
In addition, for Research 2, using the same test, she identified statistically significant differences in
the opinions of respondents who come from different countries with the questions - what are the capabili-
ties of your employees for applying for AI and - are changes needed in your enterprise to implement AI.
Specifically, the mentioned test identified a statistically significant difference in the values of the dimen-
sions of respondents coming from North Macedonia (Md=3.50) compared to respondents coming from
the Republic of Serbia (Md=2.75), while this difference is of low intensity (U=887.5, z=-2.635, p=0.008,
r= 0.2635) for the question - what are the capabilities of your employees for applying for AI. Zhu et al.
(2020) found that leaders should carefully consider employees’ awareness of AI, their considerations
regarding the technology, and their overall viewpoints, as these factors can influence whether employees
fully accept the AI journey or decide to resign—taking with them valuable knowledge and skills. Likewise,
the aforementioned test identified a statistically significant difference in the values of the dimensions
of respondents coming from North Macedonia (Md=3.50) compared to respondents coming from the
Republic of Serbia (Md=2.75), whereby this difference is of approximately medium intensity (U=852, z=-
2.995, p=0.003, r= 0.2995) for the question are changes needed in your enterprise to implement AI (Table
4). SME managers must place growing emphasis on integrating emerging tools, such as AI, into their
business operations to fully capitalize on their potential benefits. However, the inherently subjective and
complex nature of this adaptation process poses significant challenges for conducting comprehensive
analyses of its key determinants (Lemos et al., 2022).
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643
Stojanovska-Stefanova, A., Mitrović, A. & Magdincheva Shopova, M. (2025). From Awareness to Action: Preparedness of
SMEs for Artificial Intelligence Implementation in North Macedonia and Serbia, International Journal of Cognitive Research in
Science, Engineering and Education (IJCRSEE), 13(3), 637-648.
Table 4. Mann-Whitney U test results for Research 1 and Research 2
Research 1 Research 2
Note: Grouping Variable: Where does your enterprise operate?
Source: Authors
Statistically significant differences in respondent answers across the two surveys were revealed
by the Kruskal-Wallis test.
In Research 1, in connection with the answer to the question - how informed
are you about the opportunities offered by AI for optimizing business processes according to the years of
operation of the enterprise n=100, Chi-Square = 12.623, df=3, p=0.006 (Table 5). By reviewing the mean
(average) values of the ranks of the groups, it was observed that the agreement with the answer to the
question - how informed are you about the opportunities offered by artificial intelligence for optimizing
business processes is at the highest level among respondents whose enterprise they are employed in
has been active for more than 20 years (Mean Rank=66.67), and least among those whose enterprise
has been operating for 6-10 years (Mean Rank=42.95). Chen et al. (2023) also examines the role of AI in
streamlining and improving business operations.
In Research 2, in connection with the answer to the question - what are the capabilities of your
employees for applying for AI according to the years of operation of the enterprise n=100, Chi-Square =
9.388, df=3, p=0.025 (Table 5). By reviewing the mean (average) values of the ranks of the groups, it was
observed that agreement with the answer to the question - what are the capabilities of your employees for
applying for AI is at the highest level among respondents whose enterprise they are employed in has been
active for 1-5 years (Mean Rank=58.79), and least among those whose enterprise has been operating
for 11-20 years (Mean Rank=34.78). Bharadiya (2023) identified the primary obstacle to the adoption of
artificial intelligence as the lack of preparedness among managers of SMEs to implement AI technologies.
21 TV, 2025 the findings indicate that top management support and the overall working environment mod-
erate the relationship between managerial satisfaction and the effectiveness of business operations. Also
in this research, in connection with the answer to the question - are changes needed in your enterprise
to implement AI according to the years of operation of the enterprise n=100, Chi-Square = 9.177, df=3,
p=0.027 (Table 5). By reviewing the mean (average) values of the ranks of the groups, it was observed
that agreement with the answer to the question - are changes needed in your enterprise to implement AI is
at the highest level among respondents whose enterprise they are employed in has been active for 11 - 20
years (Mean Rank=59.58), and least among those whose enterprise has been operating for 1 - 5 years
(Mean Rank=39.34). Once again, the lack of extensive understanding about AI and its value generation
processes is highlighted (Bharadiya et al., 2023).
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644
Stojanovska-Stefanova, A., Mitrović, A. & Magdincheva Shopova, M. (2025). From Awareness to Action: Preparedness of
SMEs for Artificial Intelligence Implementation in North Macedonia and Serbia, International Journal of Cognitive Research in
Science, Engineering and Education (IJCRSEE), 13(3), 637-648.
Table 5. Kruskal Wallis test results for Research 1 and Research 2
Research 1
Research 2
Note: Grouping Variable: How long has your enterprise been actively operating?
Source: Authors
The Kruskal Wallis Test is further in Research 1, in connection with the answer to the question - how
informed are you about the opportunities offered by artificial intelligence for optimizing business process-
es according to the business sector of the enterprise n=100, Chi-Square = 20.907, df=6, p=0.002 (Table
6). By reviewing the mean (average) values of the ranks of the groups, it was observed that agreement
with the answer to the question - how informed are you about the opportunities offered by artificial intel-
ligence for optimizing business processes is at the highest level among respondents whose enterprise
in which they are employed performs activities in the IT and Technology sector (Mean Rank=83.08), and
least among those whose enterprise operates in the Services sector (Mean Rank=38.18). AI techniques
are transforming not only the business world but also a wide range of other industry sectors (Bharadiya
et al., 2023). Also in this research, in connection with in response to the question - do you think that the
introduction of AI will contribute to accelerated growth and sustainability of your enterprise in the future
according to the business sector of the enterprise n=100, Chi-Square = 17.506, df=6, p=0.008 (Table 6).
By reviewing the mean (average) values of the ranks of the groups, it was observed that the agreement
with the answer to the question - do you think that the introduction of AI will contribute to accelerated
growth and sustainability of your enterprise in the future processes is at the highest level among respond-
ents whose enterprise operates in the Agriculture sector (Mean Rank=71.83), and the least among those
enterprises whose employees perform activities in the IT and Technology sector (Mean Rank=32.00).
Artificial Intelligence (AI) plays an essential role across different fields in addressing complex challenges.
However, certain critical areas continue to pose difficulties for humans—for example, agriculture, which
faces issues such as crop diseases, inadequate storage management, and ineffective pesticide control.
AI offers promising solutions to these and many other problems (Jindal et al.,2021).
In Research 2, in connection with the answer to the question - do you think there is a need for the
reorganization of teams or work structures to enable the AI adoption in shaping business policies accord-
ing to the business sector of the enterprise n=100, Chi-Square = 14.367, df=6, p=0.026 (Table 6). By
reviewing the mean (average) values of the ranks of the groups, it was observed that agreement with the
answer to the question - do you think there is a need for the reorganization of teams or work structures to
enable the adoption of AI in shaping business policies is the highest among the respondents whose enter-
prise in which they are employed performs activity in the IT and Technology sector (Mean Rank=82.00),
and least among those whose enterprise operates in the Agriculture sector (Mean Rank=34.50). In recent
years, artificial intelligence has exerted a profound influence across a wide range of industrial sectors,
underscoring the necessity for enterprises to adapt to this transformative momentum and advance to-
ward sustainable development. The study conducted by Espina-Romero et al. (2023) aimed to examine
the industrial sectors most affected by artificial intelligence during the period 2018–2022. The findings
reveal the increasing impact of artificial intelligence in sectors such as technology, finance, healthcare,
environmental management, and construction. Geographically, the most significantly influenced sectors
are located in Europe and Asia, whereas those in the Americas, Africa, and Oceania have experienced
comparatively lesser effects. The AI effect is anticipated to exhibit substantial variability across different
professions, depending on the predominance of either substitution or complementarity between AI and
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645
Stojanovska-Stefanova, A., Mitrović, A. & Magdincheva Shopova, M. (2025). From Awareness to Action: Preparedness of
SMEs for Artificial Intelligence Implementation in North Macedonia and Serbia, International Journal of Cognitive Research in
Science, Engineering and Education (IJCRSEE), 13(3), 637-648.
human labour, as well as the extent to which occupational roles can be reorganized to accommodate new
tasks (Fossen et al., 2024).
Table 6. Kruskal Wallis test results for Research 1 and Research 2
Research 1
Research 2
Note: Grouping Variable: In which industry or sector is your enterprise actively working?
Source: Authors
Conclusions
In the current operating environment, AI is coming to the fore as a significant factor in the transfor-
mation of operating policies and processes. Numerous enterprises around the world are already using AI
for data analysis, process automation, and other different segments where AI facilitates the work process.
Global trends in artificial intelligence show that countries that invest in AI, especially in education and raising
awareness about the use, benefits, but also dangers of AI, are already enjoying the benefits of this technol-
ogy. According to the findings of the analysis, for the two Balkan countries of North Macedonia and Serbia,
this is a unique moment for work dedicated to the development of AI in order to accelerate the transforma-
tion from a service to a product industry and to develop products and solutions that will be competitive on
the global market. Both countries from the Western Balkans are in the initial phase of development, but
have significant potential to accelerate their progress in the function of economic growth and technological
development. On this path, we could conclude that Serbia is one step ahead of North Macedonia.
SMEs increasingly recognize AI as a tool for enhancing efficiency, optimizing resources, and im-
proving decision-making processes. The study results indicate that all the respondents acknowledged the
AI potential to improve operational efficiency. However, there is a clear unawareness among the respond-
ents on the possibilities that AI offers in shaping operating policies, which points to the need for additional
education and increased awareness among SMEs and employees.
The attitudes toward AI awareness and its potential uses showed statistically significant differ-
ences between respondents from the Republic of North Macedonia and the Republic of Serbia. Notably,
respondents from Serbia reported a higher level of awareness compared to those from North Macedonia.
Meaningful statistical differences were also identified in the workforce expertise for AI application and in
perceptions of the need for organizational changes to enable AI implementation. The findings point that
the respondents from Macedonia exhibit a greater need for adaptation and support in the process of
integrating AI into operating policies compared to their counterparts in Serbia. Generally positive outlook
of AI’s impact on efficiency, growth, and business transformation exists, confirming that AI is expected to
provide increased enterprise performance. However, the respondents still lack sufficient understanding
with the specific AI opportunities for business policy development, showing a gap between perceived
potential and actual knowledge. The perceptions and awareness regarding the implementation of ar-
tificial intelligence (AI) are significantly influenced by the sector of activity, geographical location, and
operational duration of an enterprise. Suggested by the findings is that companies operating within the IT
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646
Stojanovska-Stefanova, A., Mitrović, A. & Magdincheva Shopova, M. (2025). From Awareness to Action: Preparedness of
SMEs for Artificial Intelligence Implementation in North Macedonia and Serbia, International Journal of Cognitive Research in
Science, Engineering and Education (IJCRSEE), 13(3), 637-648.
sector are the most informed, organizationally prepared for AI adoption and transformation, and are bet-
ter positioned to integrate AI technologies. Nevertheless, despite their preparedness, these enterprises
approach the long-term benefits of AI implementation with caution. The emerging enterprises tend to
exhibit a higher degree of flexibility and openness toward adopting innovative solutions and organizational
changes. Analogously, mature enterprises demonstrate a greater resistance to change, often attributable
to entrenched operating practices and resistance to organizational change. These insights reaffirm the
prerequisite of designing customized AI implementation strategies customized according to the specific
needs and characteristics of individual enterprises. AI, as a modern tool within the broader framework of
digital transformation, contributes to enhancing operational efficiency, improving business processes, and
strengthening market competitiveness. However, the successful implementation of such technologies
depends on several critical factors, most notably the existence of a clearly defined strategy, an adequate
level of digital literacy, and robust institutional support.
The technological maturity inequality, awareness, and access to resources between the Republic
of North Macedonia and the Republic of Serbia emphasize the need for context-specific approaches to
the implementation and integration of AI in business operations. In this regard, the following strategic di-
rections and policy recommendations are proposed to facilitate the adaptation and practical application of
AI in varying economic and institutional contexts: Development of a national AI strategy in the Republic of
North Macedonia; Creation of appropriate legal regulations; Education and training for entrepreneurs and
employees within companies; Promotion of public-private partnerships, start-up initiatives, and innova-
tion; Implementation of pilot projects and development of flexible business models; Establishment of ethi-
cal standards and evaluation systems to assess the impact of AI in both the Republic of North Macedonia
and the Republic of Serbia. Although the findings cannot be fully generalised due to the limited sample,
they provide a good basis for future research in other sectors and in a wider international context. Follow-
ing a systematic approach and the implementation of these recommendations, AI can become a primary
driver of competitiveness, innovation, and sustainable economic development of the region.
Acknowledgements
We would like to express our sincere gratitude to all colleagues and contributors who supported the
preparation of this paper. Their insights, comments, and collaborative efforts greatly improved the quality
of the final manuscript.
Funding
This research did not receive any specific grant from funding agencies in the public, commercial,
or not-for-profit sectors.
Conflict of interests
The authors declare no conflict of interest.
Data availability statement
The original contributions presented in the study are included in the article/supplementary material,
further inquiries can be directed to the corresponding author/s.
Institutional Review Board Statement
Not applicable.
Author Contributions
Conceptualization, A.S.S., A.M. and M.M.SH.; methodology, A.S.S.,A.M. and M.M.SH; software,
A.S.S., A.M. and M.M. SH; formal analysis, A.S.S., A.M . and M.M.SH.; writing—original draft preparation,
A.S.S., A.M. and M.M.SH; writing—review and editing, A.S.S., A.M. and M.M.SH. All authors have read
and agreed to the published version of the manuscript.
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Stojanovska-Stefanova, A., Mitrović, A. & Magdincheva Shopova, M. (2025). From Awareness to Action: Preparedness of
SMEs for Artificial Intelligence Implementation in North Macedonia and Serbia, International Journal of Cognitive Research in
Science, Engineering and Education (IJCRSEE), 13(3), 637-648.
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