BBJ: Digital transformation is often described as being as much a mindset shift as a technological one. How does Yettel foster this to make digitalization a natural part of everyday life?

Nemanja Žilović: Digital transformation is, in my opinion, harnessing the power of new technology for the betterment of human life. To get the maximum from technological advancement, we need to profoundly reshape our approach to problem-solving and adjust our mindsets and workplace culture. We ask ourselves every day, “How can we make things better for our customers and for ourselves?” This often means challenging already successful approaches. We need to let go of the old to make room for the new, because new technologies constantly reshape customer expectations.

BBJ: Yettel recently established an Artificial Intelligence and Data Analytics Directorate. How does this unit fit into the company’s long-term strategy, and what vision guides its development?

NŽ: It is central to our long-term vision. Guided by innovation and customer-centricity, this unit develops machine learning models and AI agents. It integrates externally developed solutions with one goal: using everything we know about the customer to improve their experience. Providing the right offer to the customer at the right time and via the communication channels they prefer, network optimization to maximize coverage and data speeds, and predictive maintenance are just some of the examples this team is working on.

BBJ: As AI becomes increasingly integrated into mobile applications, how does Yettel approach the responsible use of AI, especially when it comes to protecting the user?

NŽ: As AI becomes more present in everyday life, we’re aware that many people still approach it with caution. That’s why we are careful to introduce AI-supported solutions in public systems only when they meet the appropriate safety and reliability standards. Losing user trust is not an option. This does not mean we shy away from experimentation, but experiments are conducted in a secure environment. We are dedicated to transparency, robust data protection, secure identity verification, and full regulatory compliance, ensuring that innovation always goes hand in hand with responsibility.

BBJ: Through initiatives such as the ProSuli program, Yettel has been active in developing digital competencies in education. How do you see the company’s role in shaping AI awareness and promoting digital literacy?

NŽ: Through the program, Yettel plays a key role in digital literacy and advancing AI knowledge across Hungary’s education system. So far, nearly 1,000 teachers have participated in our AI-focused digital education training series. In recent weeks, more than 200 teachers have joined our latest AI training sessions. Meanwhile, Yettel is also supporting schools via a grant scheme: schools can apply for free robotics kits as part of the ProSuli robotics competition, further strengthening our mission to foster a culture of innovation and responsible digital engagement.

BBJ: Your new tariff packages and digital app were designed to support SMEs in their digital journey. What feedback have you received so far from business customers, and how do these solutions help them become more competitive?

NŽ: Our new tariff packages and digital app are designed to answer the real problems of small businesses in Hungary. SMEs often face uncertainty; with our latest tariffs and with the app, we are offering unprecedented flexibility. We ask for no long-term commitments, and we give them complete control via the app to scale up or down. If you need to scale up your business, you can get new SIMs in the app. If the season is slower than expected, you are welcome to scale down. We are doing our best to be a real partner to businesses.

This article was first published in the Budapest Business Journal print issue of November 14, 2025.