Ružica Petrović: Artificial intelligence and entrepreneurship – new rules as a challenge

Ružica Petrović presented “Artificial Intelligence and Entrepreneurship – New Rules as a Challenge,” on June 13, 2025 shedding light on the transformative role of AI in reshaping the entrepreneurial landscape. Her presentation offered both a conceptual overview and practical insights into how AI technologies after completing secondment to IIE – from machine learning to natural language processing – are becoming essential tools for modern entrepreneurs.

Petrović emphasized that AI supports entrepreneurs in areas such as market research, product development, marketing, and operations. Through real-world examples like ChatGPT and Shopify’s AI integrations, the audience gained a clear understanding of how startups are leveraging these tools to drive innovation and customer engagement.

The presentation also addressed one of the most pressing challenges: the evolving legal and regulatory environment. With the introduction of the EU AI Act, CSRD, and digital taxation frameworks like DAC6, startups now face increasing compliance demands that require legal knowledge, technical capacity, and strategic adaptation.

Importantly, she explored the dual impact of AI on entrepreneurship: while it opens new business opportunities and enhances competitiveness, it also creates displacement that may push more people into entrepreneurial ventures. Her concluding message was clear—embracing AI is no longer optional but a necessity for staying competitive in today’s innovation-driven economy.