Telekom Srbija has partnered with analytics and AI company SAS to modernise its customer engagement strategy by deploying an integrated marketing technology platform designed to improve campaign coordination, personalisation and AI-driven decision making across its business.
The Serbian telecommunications provider will implement SAS Customer Intelligence 360 and SAS Viya as part of its digital transformation strategy, enabling the company to centralise marketing operations, automate customer engagement and deliver personalised experiences across multiple channels. The initiative is intended to replace fragmented campaign management with a unified AI-powered marketing ecosystem.
Telekom Srbija serves around 12 million customers across Southeast and Central Europe, including more than 8 million in Serbia. As its customer base and digital services have expanded, the company has sought to modernise how marketing teams collaborate and interact with consumers. Previously, multiple teams managed campaigns independently, creating overlapping communications and inconsistent customer experiences. The new platform aims to consolidate these activities into a single MarTech environment that coordinates messaging across departments.
Under the deployment, SAS Customer Intelligence 360 will provide campaign planning, orchestration and customer journey management capabilities, while SAS Viya will support advanced analytics, machine learning and AI applications. Telekom Srbija also plans to transition from SAS Real-Time Decision Manager to SAS Intelligent Decisioning, allowing the business to make real-time marketing decisions across digital channels based on customer behaviour and contextual data.
The AI-powered system is expected to help the telecom operator move from broad customer segmentation to more refined targeting, including personalised offers tailored to individual users. The platform will analyse customer interactions, preferences and engagement patterns to determine the most appropriate communication channel, timing and marketing message.
According to SAS, the technology is designed to reduce campaign complexity while enabling organisations to automate data preparation, model deployment and marketing execution. Guided workflows and embedded machine learning capabilities are intended to help marketing teams activate AI-driven campaigns without relying heavily on data science resources, reducing the time between customer insight and business action.
Beyond campaign automation, Telekom Srbija is also expanding access to analytics across its workforce. The company said employees from different business functions are being trained to use SAS tools, allowing more teams to independently analyse customer data while reducing the workload on specialised analytics teams. This broader adoption is expected to support a more data-driven culture throughout the organisation.
The move reflects a wider trend across the telecommunications industry, where operators are investing in AI-powered marketing platforms to improve customer retention, reduce churn and deliver personalised digital experiences. As telecom companies manage increasing volumes of customer data across mobile, broadband, television and digital services, AI is becoming central to campaign optimisation, customer journey orchestration and real-time engagement.
For SAS, the collaboration further strengthens its position in enterprise marketing technology by showcasing how AI, analytics and customer intelligence can support large-scale digital transformation initiatives. For Telekom Srbija, the implementation is expected to create a more coordinated and responsive customer engagement strategy while laying the foundation for future applications involving AI agents, large language models and advanced decision intelligence.