A new operating model, a new brand, and a new Mplus.
Today marks the proudest moment in our 25-year history. We’re launching a new market category, a new brand, and a new website, all built around one idea we’ve spent two and a half decades earning the right to say: customer experience should be accountable to growth.
We call it Experience Intelligence.
Why now
For too long, customer experience has been treated as a cost to manage down rather than the growth engine it actually is. Most organisations still measure it by activity instead of outcome, scatter ownership across teams, and buy it in fragmented pieces from multiple vendors.
The market has split into two camps. Legacy operations are bolting AI onto processes that were never designed for it. And a wave of pure-AI companies are selling automation with no operational depth behind it, and no answer when the AI falls short.
We took the opposite path. We built the operation first, over 25 years, and then engineered intelligence directly into it. That order matters. AI only learns to perform under genuine volume and risk when it lives inside real operations, not in a demo.
What Experience Intelligence actually is
Experience Intelligence isn’t a product or a platform you buy. It’s a model of work in which AI and human expertise function as one accountable system, measured by what matters to your business: revenue, margin, retention, and trust.
It runs as a closed loop. Every customer interaction generates data. That data becomes intelligence. And that intelligence feeds back into the system so performance compounds over time.
In practice, that means:
AI-led where speed wins, with autonomous solutions handling interactions at scale.
People-led where trust decides, because judgment, empathy, and the moments that make or break an experience still belong to people.
Engineered together where it makes sense for your business, with AI and experts running as one operation. No friction, no handoffs. Just outcomes.
This belief, that our people are what make the model work, hasn’t changed in 25 years, and it never will. AI handles speed and volume. Our teams handle the moments where experience is built or broken.
“Many companies today build AI into existing processes and expect a result. We did the opposite. We built more than 25 years of operational experience into our own AI technology through Graia, so that AI and people work as one system, not two separate worlds. We call it Experience Intelligence, and we measure it by what matters most to our clients: revenue, margin, and customer retention.” - Tomislav Glavaš, CEO, Mplus
Powered by Graia
At the technological core of the model is Graia, our in-house AI company, trained on more than 25 years of real customer interactions.
Because the technology is ours, we control its development, architecture, and deployment in live operational environments, rather than depending on off-the-shelf tools. For regulated enterprises across Europe, that comes with a structural advantage competitors can’t retrofit: as an EU-headquartered, GDPR- and EU AI Act-compliant group, we keep your data inside your existing architecture. No cloud replication. We bring intelligence to the data, not the data to the cloud.
A new brand for a new model
A transformation this fundamental needed a brand and a home to match. Today we’re also launching a completely redesigned visual identity and website. It shows how the model works: vertical specialisation by industry, proven results from real implementations, and Graia, the engine the whole system runs on.
Engineered forward
We enter this next chapter with the heritage of a 25-year operator and the capability of an AI-native company. We didn’t reinvent ourselves. We engineered forward.
Still inspired by People. Now powered by AI.