In a world of constant change, technology and data only truly matter when used responsibly and with purpose - creating experiences that inspire, connect, and deliver lasting value. This principle lies at the heart of Mastercard’s digital solutions, products, and strategic initiatives in Serbia. Through thoughtfully curated priceless experiences that connect consumers with local culture and global events, alongside payment innovations powered by tokenization, biometric authentication, and artificial intelligence, Mastercard is focused on creating long-term value for the community. By building trust, supporting consumers and small and medium-sized businesses, and enabling access to meaningful experiences, the company goes beyond transactions to foster lasting memories and sustainable growth.
In this conversation, Jelena Sretenović, Country Manager for Serbia, Bosnia and Herzegovina, and Montenegro at Mastercard reflects on the past year and explains how data and innovation are shaping the evolution of digital payments, while highlighting the key trends expected to define 2026.
We also explore Mastercard’s socially responsible initiatives, including the Mastercard Girls4Tech™ program, which empowers new generations of girls through education and hands-on STEM workshops, as well as the experience economy - where technology, partnerships, and data come together to create relevant, sustainable value for consumers, partners, and communities alike.
In an era where technology and data are central to sustainable business strategies, how does Mastercard - as a data-driven technology company - view changes in consumer behavior? How do your insights shape the development of digital solutions and meaningful customer experiences?
At Mastercard, data is not an end in itself - it is a compass. It helps us understand what consumers truly value today, how they perceive time, and how they choose to spend it. At the same time, from the perspective of our consulting and technology services, data-driven insights allow us to identify what can simplify, enhance, and protect the daily operations of clients across industries. In this context, I recently came across the concept of Data Philanthropy - the responsible sharing of data and insights to drive meaningful change where it matters most. This thinking strongly aligns with the experience economy, which has become a key focus for us. Our Mastercard Experience Economy research provides valuable insights into how perceptions of value, time, and consumption are evolving across Europe, including in Serbia. The findings clearly point to a shift in priorities: consumers are placing less emphasis on material goods and increasingly valuing moments and experiences that create lasting emotional impact. Time has become the most precious resource, and the desire to fill it with meaningful, unique experiences has never been stronger.
These insights directly inform the development of our digital solutions and the experiences we create - ensuring they are relevant, accessible, and locally resonant. Priceless.com is a natural outcome of this approach: transforming data into carefully curated experiences that connect people with what truly matters to them. As Mastercard’s global platform for experiences and exclusive content, it inspires authentic, unforgettable moments shared with family and friends - at home, online, or while traveling.
Ultimately, the true power of data lies in its ability to drive positive changes. When used responsibly and with clear purpose, data transcends business and becomes a tool for creating value that is genuinely meaningful - for consumers and for society as a whole.
Priceless.com in Serbia offers unique local experiences - from gastronomy and sports to culture, through partnerships with local brands. How does the platform respond to changing consumer preferences, and how does it create value for users, partners, and the broader community?
Priceless experiences are our response to a clear shift in consumer behavior - toward authenticity, emotional connection, and memories that last. The local Priceless platform in Serbia is carefully curated to reflect the richness and diversity of the domestic creative scene.
Through partnerships with “JRE-Jeunes Restaurateurs” and leading Belgrade chefs, as well as exclusive experiences at Mandarina Cake Shop, we offer intimate gastronomic journeys that blend local flavors, craftsmanship, and direct interaction with creators. The portfolio is further enriched by architectural tours such as Brutalism & Beyond, while priceless access to European KK Partizan games allows basketball fans to experience the sport from an entirely new perspective - right at the heart of the action.
At the same time, Priceless.com connects users in Serbia with a global network of extraordinary experiences - from across Europe, including Croatia and Greece, to the United States and Asia. Through its unique value proposition and global reach, the platform enables Mastercard cardholders to participate in impactful social initiatives, give unforgettable experiences as gifts, and access some of the world’s most sought-after cultural, sports, and entertainment events.
A standout example of the fusion between local and global is our long-standing partnership with the Sarajevo Film Festival, which was featured on the global Priceless platform for the first time last year. Mastercard cardholders can experience the festival from a truly privileged perspective—from walking the red carpet and attending premiere screenings, to exclusive VIP events and gala receptions with world-renowned filmmakers.
In this way, priceless.com creates multi-layered value: for consumers, through thoughtfully designed experiences; for local partners, through increased visibility and growth opportunities; and for communities, through sustained support of culture, creativity, and responsible initiatives. This is the essence of the experience economy - and our role within it: using technology and partnerships to connect people with what truly matters.
You recently launched the global Mastercard Girls4Tech™ program, aimed at encouraging girls aged 9 to 13 to explore STEM fields. How do you see its role in Serbia in addressing the gender gap and nurturing future leaders in technology?
The Mastercard Girls4Tech™ program holds deep strategic importance for us, as it addresses the root causes of the gender gap in technology - early interest and self-confidence. Research shows that between the ages of 9 and 13, many girls begin to disengage from science and technology. Our goal is to reverse this trend by demonstrating, at an early stage, that STEM is an open and inclusive space where curiosity, creativity, and ideas are equally valued. In Serbia, the program carries additional significance. While girls and young women enroll in STEM education in impressive numbers, only a small percentage later advance into leadership and executive roles in the technology sector. This is why building confidence is just as important as transferring knowledge.
The program is delivered through hands-on, engaging workshops led by Mastercard employee volunteers from diverse professional backgrounds. Through experiments, games, and interactive activities, participants explore topics such as cryptography, artificial intelligence, data analytics, and digital technologies. In the first phase of the project continuing into 2026 - with the support of 12 employee volunteers, partners from the Science Palace - Miodrag Kostić Foundation, and dedicated teachers from three Belgrade schools, more than 140 girls have already gained practical skills that will benefit them both academically and in everyday life.
We firmly believe that closing the gender gap in technology requires sustained commitment, not one-off initiatives. Mastercard Girls4Tech™ is our contribution to building future generations of girls who will become innovators, leaders, and drivers of change in the technology sector - in Serbia and beyond.
MasterIndex, your long-standing research, has for the sixth consecutive year provided key insights into payment habits and expectations in Serbia. What are the most important findings from this year’s edition?
This year’s MasterIndex research once again confirms that consumers in Serbia increasingly expect payment experiences that are simple, intuitive, and trustworthy, while also saving time and supporting everyday convenience. Transaction speed - now twice as important as last year, has become a decisive factor, alongside security, in choosing payment solutions. For 61% of consumers, contactless payments represent the most important feature, while mobile payments continue to see strong growth, with 26% of users now paying via mobile apps, primarily driven by convenience and time efficiency. Equally important, the data shows that consumers are increasingly expecting companies to operate responsibly. While awareness of environmental and social issues still has room to grow, it is encouraging that the majority of respondents recognize the importance of sustainable and socially responsible business practices. More than three-quarters believe companies should invest in education—particularly in developing STEM skills among girls.
This sends a clear message: digital solutions are no longer just transactional tools. They must reflect consumer values and contribute to positive societal impact.
Insights from Bosnia and Herzegovina and Montenegro reveal similar trends - growing trust in contactless and mobile payments, heightened security awareness, and increased interest in premium and business cards. This reinforces the conclusion that consumers are looking for solutions that combine security, convenience, and responsibility. For Mastercard, both the challenge and the opportunity remain the same: to create digital solutions that not only accelerate and simplify transactions, but also build trust, empower users, and transform interactions into experiences that last. Going forward, success will be measured not only by transaction volumes, but by trust, emotional connection, and the value consumers truly experience - underpinned by uncompromising security.
How does Mastercard support the development of the digital economy in Serbia, and what would you highlight in particular for 2025?
The payments landscape in Serbia is undergoing rapid transformation, as digital innovation reshapes both consumer habits and the way small and medium-sized enterprises operate. In 2025, we placed particular emphasis on tokenization and cybersecurity - two areas where our solutions enhance convenience and security while strengthening trust across the digital ecosystem. To further promote the safety and ease of contactless payments, we continue to run the Mastercard Tuesday program. This program encourages the use of mobile wallets in hospitality and retail locations nationwide, offering cashback incentives for Tuesday transactions, while simultaneously supporting SMEs operating in these sectors.
The campaign aims to reinforce digital payment habits, with a strong focus on mobile wallets as fast, secure, and tokenization-based solutions - a priority that continues this year as well. Every purchase made using a tokenized Mastercard debit, credit, prepaid, or business card via Google Pay or Apple Pay, until March 31, 2026, delivers enhanced security and all the benefits of digital Mastercard transactions.
At the same time, expanding the acceptance network for cashless payments remains equally important. Today’s consumers often consider card or mobile wallet acceptance a deciding factor when choosing where to shop, while for merchants it represents an opportunity to grow and attract new customers. It is therefore encouraging that, through the POS program “Better Way”, nearly 10,000 small businesses across Serbia have introduced cashless payments for the first time over the past two and a half years. The continuation of the program in 2026 confirms that this is not a short-term initiative, but a strategic, long-term investment in the sustainability and competitiveness of Serbian SMEs.
We also continue to explore ways to simplify everyday transactions for consumers. The “Pay & Withdraw” service enables customers to withdraw cash - up to 5,000 RSD while paying with a debit card at retail stores or gas stations, within a single transaction. This saves time, adds convenience, and enhances control, while creating new interaction opportunities for merchants.
Security remains at the core of everything we do at Mastercard. We continuously advance innovations such as tokenization, biometric authentication, and AI-powered fraud prevention systems. Today, over 30% of Mastercard transactions globally are tokenized, with more digital tokens in circulation than physical cards.
Our ambition is to eliminate manual card entry in e-commerce by 2030, in collaboration with banks, fintechs, and merchants, enabling seamless one-click purchasing across online platforms. Click to Pay, our tokenization-based solution currently being implemented in Serbia, is a key step toward that future - offering fast, intuitive, and secure online checkout without repeated data entry or registration. In parallel, we are introducing payment passkeys, leveraging device-based biometric authentication to remove the need for passwords or one-time codes - further simplifying and securing online payments.
All these innovations are reinforced by advanced cybersecurity technologies. Mastercard’s AI solutions monitor more than 159 billion transactions annually, detecting patterns and responding faster than humanly possible, preventing potential losses amounting to billions of dollars. Through agentic commerce, we enable users to shop, pay, and manage transactions securely, transparently, and with full control.
Which key trends do you see shaping 2026?
We are living in a time when consumers expect flexible digital access, transparent rewards, and experiences tailored to their lifestyles, needs, and passions - not generic benefits. If there is one defining trend for 2026, it is the evolution of payments toward becoming more personalized, predictive, and seamlessly integrated across traditional and emerging platforms. This is particularly relevant for small and medium-sized businesses, which often operate with limited resources and benefit significantly from technology-enabled efficiency.
Several global trends will have a strong impact on local markets:
Artificial intelligence remains a key differentiator. Mastercard already analyzes billions of transactions and trillions of data points to identify threats in real time and create highly personalized experiences. Fraud detection has improved by up to 300%, while agent-based AI payments significantly enhance transaction security and efficiency. A major milestone in this area is Agent Pay, Mastercard’s platform enabling autonomous AI agents to securely execute financial transactions on behalf of users, supported by dynamic tokenization infrastructure.
Digital identity is becoming a cornerstone of trust. With 80% of global consumers targeted by fraud in the past year, robust identity verification and security tools are essential to sustaining digital economies.
Stablecoins and digital assets are entering a new phase of maturity, supported by regulatory frameworks in the U.S. and Europe. This opens the door for broader collaboration across ecosystems to enable safer, more efficient value transfer.
Personalization continues to shape the payments industry. Leveraging insights from nearly 160 billion transactions, Mastercard enables timely, relevant offers tailored to individual consumption patterns and financial goals - delivering particular value to small businesses through advanced analytics and open banking data.
Biometric authentication is simplifying in-store payments, while one-click online payments are moving closer to reality globally, driven by accelerated tokenization. On the merchant side, real-time payments and same-day settlement, enabled by Mastercard Transaction Stream, are freeing up working capital and enhancing liquidity.
As cross-border payments are projected to exceed USD 250 trillion by 2027, continued innovation and investment will empower small businesses to access global markets more easily than ever before.
Sustainable consumption and circular economy models are gaining traction, particularly among Gen Z, nearly 70% of whom actively prefer reuse, resale, and repair models - further shaping how value is created and delivered.
We begin 2026 with a clear vision: technology and data only matter when they are used securely, responsibly, and with purpose - to create experiences that inspire, connect, and deliver lasting value.
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