Previously, the company struggled with inconsistent messaging as multiple teams operated independently, leading to customer fatigue and diluted brand impact. Natali Delić, Strategy and Digital Officer at Telekom Srbija, noted that the lack of visibility into campaign execution meant customers frequently received conflicting offers. The shift to a centralized platform allows the operator to move away from broad, segment-based outreach toward highly refined offers tailored to individual user behaviors.
Telekom Srbija Overhauls Marketing Strategy with SAS AI Integration
Managing over 8 million customers across disparate channels forced Telekom Srbija to confront a fragmented marketing landscape. By integrating SAS Customer Intelligence 360 and SAS Viya, the Serbian telecommunications provider is replacing siloed, nine-team campaign operations with a unified, AI-driven decisioning engine designed for real-time personalization.
Beyond basic campaign management, the transition relies on SAS Intelligent Decisioning to provide contextual responses. By reacting to customer behavior in real time across mobile, web, and self-service applications, the company ensures that marketing touchpoints remain relevant rather than intrusive. The deployment of the cloud-native SAS Viya platform further supports this evolution, providing a unified environment for machine learning and analytics. This infrastructure is now serving as the foundation for the next phase of the company's digital strategy: experimenting with large language models and autonomous AI agents to automate workflows and accelerate campaign development.
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