Original scientific paper
https://doi.org/10.54820/entrenova-2025-0011
AI in Istria from an Industrial Perspective
Wolfram Irsa
orcid.org/0000-0003-2095-471X
; University of Applied Sciences FH Joanneum, Department of Management and Business, Austria
Dean Sinković
; Juraj Dobrila University of Pula, Faculty of Economics and Tourism, Croatia
Abstract
Artificial Intelligence (AI) is a transformative technology with immense potential to
drive innovation and sustainability across diverse industries in Istria, Croatia. This
study examines the industrial applications of AI in key industrial sectors such as
tourism, agriculture, logistics, renewable energy, creative industries, and
manufacturing. The research employs a systematic literature review and
qualitative content analysis of expert interviews, involving stakeholders from
various industries, to assess AI’s impact and identify strategies for its
implementation. Results highlight that AI can enhance operational efficiency,
personalize customer experiences, and enable sustainable practices, particularly
in tourism and agriculture. For instance, AI-driven predictive analytics and smart
farming can improve resource allocation and productivity. In logistics, smart port
systems optimize cargo handling, while creative industries benefit from AI-
enabled content creation and digital preservation. Key challenges include
limited infrastructure, skill gaps, and high initial investments, particularly for small
and medium enterprises. Opportunities lie in fostering collaborations with
European initiatives, developing innovation hubs, and leveraging Istria’s strategic
position as a pilot region for AI-driven projects. The findings emphasize the
importance of integrating AI into regional strategies to bolster economic growth,
sustainability, and global competitiveness, positioning Istria as a leader in AI-driven
regional development.
Keywords
Artificial Intelligence; Digitalization; Qualitative Research; Technological Transformation
Hrčak ID:
344796
URI
Publication date:
1.12.2025.
Visits: 91 *