Azerbaijan is demonstrating growing potential for investment in digital transformation and artificial intelligence technologies. The development of customer experience, digital infrastructure, and fintech solutions is becoming a key driver of economic growth. The country's strategic location and abundant energy resources create additional opportunities for regional cooperation and integration. At the same time, digitalization of the economy requires effective change management, skill development, and adaptation to new regulatory conditions.
AZERTAC presents an exclusive interview with Hrvoje Supic, digital transformation expert and Vice President of Emerging Markets for EMEA at Salesforce.
- How do you assess the investment climate in Azerbaijan? Which areas are likely to be most attractive to international investors?
- As a company that is focused on helping businesses create the superb customer experience through marketing, sales, customer service and other areas, Salesforce sees the rising interest in that area in Azerbaijan and the whole region. As the consumer and business expectations will grow the demand for digital and AI transformation will follow. We will continue to invest and support business in Azerbaijan from that perspective.
- Given Azerbaijan's rich energy resources and strategic location, what role can it play in developing regional cooperation and integration?
- Azerbaijan's energy resources and strategic location create a powerful foundation for further economic growth, attracting talent, and expanding investment flows. These factors strengthen the country's role as a key link in regional cooperation and integration processes. Against this backdrop, demand for modern digital services and high-quality customer experiences naturally grows, as businesses and the public sector strive to meet new expectations. All this makes Azerbaijan not just a participant, but an active driver of the region's digital development.
- What challenges and opportunities do the digitalization of economies in developing countries in the region present? How important is digital infrastructure and fintech solutions for attracting investment to countries like Azerbaijan?
- Modern economy relies on digital infrastructure and services in almost every aspect of life. Expectations for digital experiences are growing regardless of whether we are in the role of consumers, citizens, patients, business people, students, etc. The digital infrastructure is crucial to provide the expected services at a level of efficiency that is sustainable for every market. Today, the technologies to achieve that are mature and there are best practices provided by companies like Salesforce. We are helping businesses across the region to reach the required level and we will continue doing so. The challenges are in change management, regulation, adoption to new practices and, finally, in skills that have to be built at all levels - among the users and technical teams whose job is to make this reality.
