This paper explores the perceptions of Serbian IT professionals regarding the impact of artificial intelligence (AI) tools on individual productivity in the context of IT business. As AI technologies become increasingly integrated into everyday work environments, particularly in knowledge-intensive industries, understanding user attitudes and experiences is essential. The research is based on a quantitative study conducted through an online questionnaire, which gathered responses from IT professionals working in various roles across Serbia. The questionnaire assessed the frequency of AI tool usage, perceived benefits and challenges, and self-reported changes in work efficiency. The results indicate a generally positive perception of AI tools, especially in relation to time-saving and task automation. This study contributes to a better understanding of how AI adoption is shaping modern IT workflows and provides insights relevant to business leaders and digital entrepreneurs in the tech industry.
References
Aldoseri, A., Al-Khalifa, K. N., & Hamouda, A. M. (n.d.). Re-Thinking Data Strategy and Integration for Artificial Intelligence: Concepts, Opportunities, and Challenges. Applied Sciences, 13(12), 7082. https://doi.org/10.3390/app13127082
Alenezi, M., & Akour, M. (n.d.). AI-Driven Innovations in Software Engineering: A Review of Current Practices and Future Directions. Applied Sciences, 15(3), 1344. https://doi.org/10.3390/app15031344
Ayinaddis, S. G. (2025). Artificial intelligence adoption dynamics and knowledge in SMEs and large firms: A systematic review and bibliometric analysis. Journal of Innovation & Knowledge, 10(3), 100682. https://doi.org/10.1016/j.jik.2025.100682
Brynjolfsson, E., Li, D., & Raymond, L. (2025). Generative AI at Work. The Quarterly Journal of Economics, 140(2), 889–942. https://doi.org/10.1093/qje/qjae044
Enholm, I. M., Papagiannidis, E., Mikalef, P., & Krogstie, J. (2022). Artificial Intelligence and Business Value: a Literature Review. Information Systems Frontiers, 24(5), 1709–1734. https://doi.org/10.1007/s10796-021-10186-w
Government of the Republic of Serbia. . (2019). Strategy for the development of artificial intelligence in the Republic of Serbia for the period 2020–2025. Belgrade: Official Gazette of the Republic of Serbia.
ICT Hub, Serbian Association of Managers, & Represent Communications. . (2024). Application of artificial intelligence in companies in Serbia: Current state, challenges, and opportunities. Belgrade: ICT Hub.
Kassa, B. Y., & Worku, E. K. (2025). The impact of artificial intelligence on organizational performance: The mediating role of employee productivity. Journal of Open Innovation: Technology, Market, and Complexity, 11(1), 100474. https://doi.org/10.1016/j.joitmc.2025.100474
Kerzel, U. (2021). Enterprise AI Canvas Integrating Artificial Intelligence into Business. Applied Artificial Intelligence, 35(1), 1–12. https://doi.org/10.1080/08839514.2020.1826146
Laxmi, M., & Leela, M. H. (2023). A study on impact of artificial intelligence on employee’s performance. European Economic Letters, 13(4), 1248–1255.
Noy, S., & Zhang, W. (2023). Experimental evidence on the productivity effects of generative artificial intelligence. Science, 381(6654), 187–192. https://doi.org/10.1126/science.adh2586
Nunnally, J. C. (1978). Introduction to Psychological Measurement. New York, NY: McGraw-Hill.
Palanivelu, V. R., & Vasanthi, B. (2020). Role of artificial intelligence in business transformation. International Journal of Advanced Science and Technology, 29(4), 392–400.
Qudus, L. (2025). Leveraging Artificial Intelligence to Enhance Process Control and Improve Efficiency in Manufacturing Industries. International Journal of Computer Applications Technology and Research, 14(2), 18–38. https://doi.org/10.7753/ijcatr1402.1002
Rane, N. (2023). Role of ChatGPT and Similar Generative Artificial Intelligence (AI) in Construction Industry. SSRN Electronic Journal, 4598258. https://doi.org/10.2139/ssrn.4598258
Xu, Y., Liu, X., Cao, X., Huang, C., Liu, E., Qian, S., & Zhang, J. (2021). Artificial intelligence: A powerful paradigm for scientific research. The Innovation, 2(4).
Zhao, H., Ye, L., Guo, M., & Deng, Y. (2025). Reflection or Dependence: How AI Awareness Affects Employees’ In-Role and Extra-Role Performance? Behavioral Sciences, 15(2), 128. https://doi.org/10.3390/bs15020128
Zohuri, B. (2020). From Business Intelligence to Artificial Intelligence. Journal of Material Sciences & Manufacturing Research, 1(1), 1–10. https://doi.org/10.32474/mams.2020.02.000137
