Marta A. Tomovska, Commissioner of EXPO 2027 Belgrade, and Advisor to the President of the Parliament, Republic of Serbia

1. How do you use technology/policy to improve citizens’ lives? Tell us about your role or organization. 

I am proud to have initiated and to be closely involved in steering the Serbia's GovTech program, implemented by the Innovation Fund, which is dedicated to improving public services through technology. By addressing real-world challenges across different areas such as healthcare, education, public administration, and smart cities, the program delivers tangible benefits to everyday life.

GovTech serves as a bridge between the public sector and startups, fostering collaboration and innovation to ensure that solutions are tailored to citizens’ needs. By empowering civil servants to identify critical challenges and working with tech innovators to address them, we are transforming how public services are delivered. Our mission goes beyond adopting new technologies—it’s about building trust in government, driving digital transformation, and ensuring a better quality of life for all. 

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2. What was the most impactful project you worked on this year? 

This year, our GovTech program launched 24 transformative projects, each tackling urgent public issues. It’s challenging to highlight just one due to the broad impact and variety of these initiatives. However, AI has played a crucial role, powering some of the most influential projects.

For instance, AI-assisted tools are revolutionizing early cancer detection in gastroenterology, significantly enhancing diagnostic precision and saving lives. In another health-focused innovation, personalized 3D-printed orthoses are being used to speed up recovery and improve patient outcomes. Our commitment to environmental sustainability is underscored by the AI-enhanced flood forecasting system, which offers early warnings to safeguard communities, minimize property damage, and prevent fatalities. Additionally, smart irrigation systems that integrate IoT sensors with machine learning deliver real-time data and advice to optimize farming practices, cutting down on resource consumption and pollution while increasing crop yields.

Moreover, our district heating optimization systems improve the efficiency of heat energy use in public utilities, supporting Serbia's sustainable energy objectives. The Sosmart initiative is also pivotal, aiding residents in transitioning to renewable energy through personalized guidance for solar panel installations.

Each project demonstrates the power of technology to meet crucial societal challenges and provide tangible benefits to citizens' lives. The GovTech program exemplifies how innovative solutions can effect substantial changes, enhancing both government services and community well-being. 

3. What was one unexpected learning from 2024? 

One unexpected yet delightful learning from 2024 has been the remarkable capacity, creativity, and competence of civil servants. Civil servants are often stereotyped as bureaucrats, resistant to change and hesitant to embrace technology. However, our experience with the GovTech program has proven otherwise.

When we launched the first phase of the program a year ago, we were astonished by the quality and thoughtfulness of the 54 challenges submitted by public sector entities. Selecting just 24 to move forward to the next phase was an incredibly difficult task, as the proposals demonstrated not only a deep understanding of the challenges at hand but also an openness to leveraging technology in innovative ways.

This year, as we’ve moved into the next phase, we’ve been equally impressed by the startups and research institutes responding to these challenges. Their willingness to collaborate with the public sector and the ingenuity they bring to solving complex problems has highlighted the immense potential within our innovation ecosystem.

Overall, I can confidently say that the capacity of the public sector and the broader innovation ecosystem is often underestimated. We should give them more credit and, more importantly, empower them further because the potential is undeniably there. These experiences have reaffirmed my belief in the power of collaboration and the incredible outcomes it can achieve.

4. What’s a tool or technique you’re excited to explore in 2025?

In 2025, I am particularly eager to delve into the potential of digital twins for managing public infrastructure and urban planning within the EXPO Complex. As Serbia prepares to host the Specialized EXPO in Belgrade in 2027 — a landmark event and the first international EXPO in the region, attracting millions over three months in spring/summer — the use of digital twins is a promising direction. These virtual models of physical entities allow for detailed simulation and analysis of real-world systems in a digital setting. By implementing digital twins for essential structures, such as transport networks and public buildings, we can simulate various scenarios, enhance resource efficiency, and pre-emptively solve potential challenges. I am excited about the prospects of using digital twins to enrich our understanding of the EXPO's dynamics and to foster a more adaptive and efficient complex. 

5. Everybody’s talking about AI today – give us your hot take on AI and what it means for the public sector.

AI holds remarkable potential to transform the public sector, enhancing efficiency, safety, and responsiveness to citizen needs. However, the successful implementation of AI requires transparency; it's crucial that citizens understand its role in their daily lives. When used thoughtfully, AI can revolutionize how governments operate, making them more agile and focused on the citizenry.

In Serbia, our GovTech program is pioneering AI applications across various domains, including healthcare and climate change. Moreover, AI is employed in natural language processing to digitize cultural and legal archives, helping to preserve Serbia's rich heritage for future generations. These initiatives underscore the extensive capabilities of AI.

Nonetheless, we approach AI with caution and deliberation, acknowledging the ethical and operational challenges it presents. As we fold AI into our public services, our commitment is firm: to implement AI in a manner that is transparent, inclusive, and fundamentally aimed at societal benefit.

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6. What are your priorities for 2025?

2025 will be an exciting year for GovTech in Serbia. Having gained valuable insights from our pilot call for proposals, we are preparing to launch the second call, with the budget already allocated. Our focus will be on applying lessons learned to refine the process—ensuring we receive even better challenges from the public sector and even more innovative proposals from startups and research institutes.

We are prioritizing agility and adaptability, continuously improving our approach to bridge the gap between public sector challenges and innovative solutions. To achieve this, we have engaged a team of experts who are working closely with public institutions to develop meaningful proposals. These experts ensure that the collaboration between the public sector and innovators is seamless and will play a key role in curating the best projects for the upcoming call.

Our ultimate goal is to build on this momentum, fostering a stronger culture of innovation within the public sector while empowering startups and research institutes to tackle real-world challenges. By refining and expanding the program, we aim to create even greater impact for citizens and set a new standard for public sector innovation. 

7. What advice do you have for public sector innovators?

My advice to public sector innovators is to focus on the people their work impacts. While technology can solve many issues, understanding citizens’ needs and concerns is what drives meaningful innovation. Embrace agility, seek out partnerships across sectors, and remember that the ultimate goal is to make people’s lives easier. Innovation is about continuous improvement, so listen to feedback and don’t be afraid to make adjustments along the way. 

8. Who inspires you today?

Today, I’m inspired by the citizens who courageously embrace new technologies that reshape their daily lives. Change can be challenging, yet people show remarkable resilience and adaptability, whether they’re using digital platforms for the first time or relying on flood prediction alerts to protect their families. Their willingness to trust and engage with these new tools reminds me of the importance of our work and drives me to continue pushing for advancements that make a real difference.

What strikes me most is their bravery and open-mindedness, regardless of age or technological background. From younger generations raised with technology to older citizens navigating digital services for the first time, their readiness to adapt is extraordinary. Witnessing this openness and resilience reminds me that technology isn’t just about innovation; it’s about fostering trust and empowerment across generations. Their courage inspires me every day to ensure that the technology we develop is worthy of that trust and to keep striving toward solutions that truly improve their lives.

Prior to her current roles, Marta Tomovska was Director for Digitalization, Office of the Prime Minister, Republic of Serbia, and Minister of Information Society and Public Administration, North Macedonia.