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Jelena Đurović is an innovation and strategy consultant with over 20 years of experience across banking and fintech, where she has led the development of products and segments, traditional and platform service models, for both regional and global players.

Throughout her career, she has worked on a wide range of topics, from SME and freelance economy solutions to embedded finance and platform-based business models, with a strong focus on how companies make structured growth and transformation decisions.

Today, as an Innovation Consultant at ICT Hub, she works with banks and corporations on shaping growth strategies, developing value propositions, and embedding innovation into complex organizations.

Her current focus is on how companies move beyond AI experimentation into scalable, system-level adoption by defining governance models, operating frameworks, and strategic decisions that precede the development of agent-based systems.

At Finticipate, she will share practical insights on what “AI adoption” really means in organizations and which are the key prerequisites for turning AI initiatives into sustainable business impact.