19. To account for the shifting attitude towards work culture, the company embraced hybrid work, invested in employee wellbeing, and redefined its growth model to include more flexible, service-based offerings. In response to advancing technologies, Smart has expanded into cybersecurity and cloud services, created proprietary solutions such as AutoBot and Missing Link, and positioned itself at the very forefront of AI integration in business. “The digital landscape is evolving faster than ever – especially in areas like AI, RPA, and cloud transformation,” Ivana explained. “In Serbia and across the region, we are seeing tremendous growth in exports and innovation, driven by local expertise and global collaboration. However, the rise of cyberthreats remains a key concern, alongside a growing talent gap in tech. At Smart, we see these as opportunities to offer secure, future-ready solutions and to cultivate the next generation of IT professionals through mentorship and career development.” The landscape’s evolution is precisely what will continue to drive Smart forward, in its mission of streamlining operational excellence in organisations around the world. Moving forward, Smart will be focused on expanding to new markets in the region to broaden its reach and widen the accessibility of its services. The company will also be deepening its managed services offering – particularly within the areas of Robotic Process Automation and cloud optimisation – to ensure that its offerings remain efficient, effective, and exceptional. This year marks the 25th anniversary of Smart’s establishment, a moment of immense pride and momentum for the company. As part of its anniversary year, Smart has already launched Missing Link – a unified AI platform integrating ChatGPT, Perplexity, and Claude to offer users multifaceted insights in a single interface, designed to support smarter decision-making and productivity across roles. As for Ivana, her professional growth remains a continuous journey. In addition to staying up to date with technological trends, she actively seeks out opportunities to learn from people outside of her immediate field. Collaborating with professionals from various industries enriches Ivana’s perspective and helps her to better understand how technology can solve real-world problems in different contexts, equipping the CEO with the expertise to continue leading Smart to sustained success. Beyond that, Ivana plans to further strengthen her leadership skills and continue mentoring future leaders within her organisation. She is steadfast in the belief that sharing knowledge, encouraging initiative, and building a strong internal culture is equally important to external success. Alongside plans to expand the business into new markets and deeper partnerships, Ivana’s initiatives are distinct steps forward towards future-proofing the field – reflecting her rightful recognition of Serbia’s Digital Transformation CEO of the Year 2025. “Through these efforts, I hope to continuously evolve both as a leader and as a contributor to Smart’s long-term vision,” she shared. “I am deeply honoured to be recognised with the European CEO of the Year Award in the category of Cloud Solutions and RPA. This recognition is not just personal – it reflects the dedication of our entire team, the trust of our clients, and our collective vision to shape the digital future with purpose, intelligence, and humanity.”
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