Telekom Srbija, the dominant telecom in Serbia with operations across Southeast and Central Europe, announced it has deployed SAS Customer Intelligence 360, SAS Intelligent Decisioning, and SAS® Viya® to unify campaign management and power AI-driven marketing at scale. The move reshapes how the operator engages more than 8 million customers, shifting from fragmented, team-siloed campaigns to coordinated, real-time personalization.
The mess of nine campaign teams
Before the rollout, Telekom Srbija ran marketing through nine independent teams. None had full visibility into what the others were doing. The result: conflicting offers hit the same customers across channels, driving up costs and weakening impact. "Previously, we had nine different teams creating campaigns, and none of them knew who was executing what or when," said Natali Delić, Strategy and Digital Officer at Telekom Srbija. "Customers were receiving conflicting offers across channels, which diluted impact and increased costs. We needed a unified approach."
SAS Customer Intelligence 360 now centralizes planning, orchestration, and execution. The platform eliminates overlapping messages, cuts customer fatigue, and lets the company coordinate engagement across all channels. The shift from broad segments to micro-targeting is already underway. "With SAS we're moving from broad, segment-based campaigns to highly refined offers tailored to micro-segments, even individual customers," Delić said.
Real-time decisioning replaces trigger-based campaigns
Telekom Srbija also overhauled its decisioning logic. Instead of waiting for scheduled triggers, the combination of SAS Customer Intelligence 360 and SAS Intelligent Decisioning lets the company react instantly to customer behavior and context. A message that might annoy a user in one moment becomes useful in another, delivered through the right channel at the right time.
"Context is everything," Delić said. "A message might feel intrusive at one moment but highly valuable at another. With SAS, we can respond in real time with the right action, at the right moment, through the right channel." The approach extends across mobile, web, and self-service apps, turning momentary intent into a relevant offer.
A cloud-native platform for LLMs and AI agents
Underpinning the marketing stack is SAS Viya, a cloud-native analytics platform that unifies machine learning, AI, and decisioning in a single environment. It supports multiple programming languages and teams, and the company sees its scope expanding. "We knew we needed a platform that could bring everything together. We needed a company that shared our innovative spirit and provided the capabilities to grow and scale," Delić said. "That's why we chose SAS Viya."
Engineers are now testing large language models and AI agents that could accelerate campaign creation, automate workflows, and sharpen customer engagement. As marketing teams adopt AI at this level, AI Marketing Manager Courses help professionals translate platform capabilities into measurable strategy, bridging the gap between technical deployment and campaign results.
Why this matters for marketing professionals
Telekom Srbija's overhaul points to a concrete shift marketers will face: the end of spray-and-pray segmentation. The operator moved from nine disconnected teams to a single orchestration layer that handles real-time context, individual-level offers, and soon, AI-generated campaign content. Professionals who build skills in AI-driven decisioning and centralized campaign management will be better positioned as this model spreads across telecoms and beyond. The technology exists; the differentiator is knowing how to operationalize it without overwhelming the customer.
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