The Serbian Internet Domain Day conference (DIDS 2026), traditionally organized by the Register of National Internet Domain Names of Serbia (RNIDS), was held on March 17 in Belgrade under the slogan “New Horizons.” The event gathered leading local and international experts to explore the transformation of digital identity in the age of artificial intelligence, online security challenges, and global trends shaping the internet landscape through the end of the decade. The conference opened with a ceremonial session introducing the key themes that will define online business in the years ahead.

The opening keynote, “Unlock New Opportunities with Your Own Piece of the Internet – Are You Ready for the New gTLD Program: 2026 Round?”, was delivered by Marika Konings, Vice President at ICANN. She presented the opportunities brought by the upcoming round of applications for generic top-level domains, scheduled for April 30, 2026, emphasizing that owning a dedicated domain space enables organizations to create digital environments aligned with their identity and user needs.

Following the global perspective, a dynamic debate “.COM vs .RS” featured industry representatives discussing which domains better support trust and brand development. The conclusion was clear: domain choice is no longer just a technical matter, but a strategic decision shaping digital identity—where national domains often provide stronger trust locally, while generic domains remain key for global positioning.

The central panel, “Smart Business, Smarter Domains: The Next Wave of Digital Brands,” highlighted the growing importance of national domains in the AI era, particularly in strengthening user trust amid rising online fraud risks.

Legal aspects were addressed by Dr. Dušan Popović, who emphasized the importance of aligning domain registration with trademark protection to avoid potential legal issues and misuse.

Kristijan Hansen from the Danish registry pointed out that AI search engines increasingly recognize local domains as more credible sources of information.

RNIDS also presented research on domain usage among Serbian companies, showing that 14.93% of businesses own multiple domains, while .rs remains the primary choice for 82% of companies operating in the local market. The total number of registered .rs domains reached 158,000 by the end of 2025.

In her keynote, Maja Bilić from Google Cloud highlighted the real impact of AI on the labor market, stressing that its adoption is becoming essential for productivity and competitiveness.

The conference concluded with the panel “Local on the Internet,” showcasing how digital platforms can create tangible social impact and strengthen local communities.

DIDS 2026 confirmed that companies in Serbia need to actively manage their online presence by combining the strength of national domains with the smart use of emerging technologies to ensure long-term stability and credibility.