Zagreb, Croatia, April 14th, 2025 – Mplus’s Chief People Officer, Bruna Kostelac Košir, joined leading voices from across the region at this year’s Adria Risk Forum, to address some of the most urgent challenges faced by the industry, including how to build competitive companies in the face of talent scarcity and rapid technological advancement.

Kostelac Košir joined a standout panel alongside Ivana Kappenmann (Vega IT), Vera Čubranić Bocak (Croatia Osiguranje), Sandra Vučurović (Marsh McLennan), and Arsen Šolić (Algebra University) to explore how AI, HR, and leadership intersect in the modern workplace.

AI as a Partner, not a Replacement

Kostelac Košir highlighted the group’s proactive and strategic integration of artificial intelligence – not just as a tool, but as an enabler of smarter, more human-centered HR.

“We use AI, but we also develop it in-house. More than half of our currently ongoing internal AI projects are aimed at improving HR processes and employee experience throughout every stage of their professional journey.”

She offered the example of a new AI assistant developed within Mplus, the BPTO vertical of the BOSQAR INVEST group, designed to support recruiters in the selection process.

“The tool helps automate time-consuming steps, allowing recruiters to spend more time engaging with candidates. The result? A faster, more thoughtful process – and a better experience for everyone involved.”

Mplus isn’t the only business vertical in BOSQAR INVEST that is leveraging this technology. 

Workplace, the group’s HR vertical, is also using this AI-powered engagement tool that analyzes open-ended survey responses in any language and creates actionable plans in seconds – a process that would traditionally take weeks.

“We use or build own solutions that make our HR teams more agile and our people more empowered. AI is becoming a true productivity partner,” Kostelac Košir said.

Making HR a Business Driver in a Talent-Scarce Market

The broader conclusion of the conference, and the panel, was clear: In a region where labor shortages are the No. 1 risk, HR is no longer a support function – it’s a critical driver of business performance.

With AI now deeply embedded in recruitment, engagement, and development processes, and with labor shortages accelerating across the region, the panelists agreed that technology alone isn’t the solution – the key is in adopting the right mindset. 

“HR should play a defining role in helping companies shift both,” they noted.