On the occasion of World Telecommunication and Information Society Day – May 17
In a world where digital communication is increasingly overtaking traditional forms of interaction, and artificial intelligence is permeating every layer of information and communication technologies, the question of legal certainty is becoming a cornerstone of any serious business strategy.
This year, we mark World Telecommunication and Information Society Day at a time when many companies have already moved beyond experimenting with AI technologies and entered a phase of everyday implementation – from automating customer support and data analysis to algorithm-driven business decision-making. However, as technological advancement accelerates, legal regulation is racing to keep up – and it is precisely at this point of convergence that the most critical questions arise.
The European Union recently adopted the AI Act, the first legislation of its kind in the world. It categorizes the development and use of artificial intelligence based on risk levels, imposes strict transparency obligations, and clearly defines liability for harm caused by AI systems. While the Act does not apply directly to Serbia, its effects are already being felt – particularly among local IT companies developing software for the European market.
In this context, it is evident that companies in Serbia building AI-based solutions – whether as part of a product or as a service – must seriously consider aligning with these new standards. Beyond regulatory risk, business relationships with foreign partners, investor trust, and the long-term viability of their products are also at stake.
However, legal issues in the field of telecommunications and information technology extend far beyond AI regulation. Equally important – and often overlooked – is the legal protection of digital products themselves. Code, algorithms, software architecture, databases, as well as visual, narrative, and even musical content generated by AI – all are forms of intellectual property that can and should be protected.
Once seen as a mere “buzzword,” blockchain is now becoming an infrastructural standard – from smart contracts and financial services to secure data storage and content verification. Yet, very few legal teams in Serbia truly understand both the technical and legal complexities behind this technology.
Serbia’s ICT sector has recorded impressive growth for years, serving as one of the most valuable export pillars of the national economy. For that reason, this growth must be accompanied by the development of a robust legal culture in the field – to avoid costly mistakes, protect innovation, and foster trust among market participants.
At Injac Attorneys, we believe that the law must not be a barrier to innovation. On the contrary – it is precisely the law that gives innovation structure, stability, and long-term legitimacy. As a team that works closely with IT companies, we develop legal solutions tailored to today’s challenges – from compliance with EU regulations and protection of software intellectual property, to legal support for blockchain projects and emerging forms of digital assets.
We don’t believe in generic advice – but in legal partnerships that understand technology and help make it sustainable and secure. Because in a world of rapid technological change, trust is not a luxury – it is a necessity.
The information in this document does not constitute legal advice on any particular matter and is provided for general informational purposes only.
