Photo: Adria Risk Forum
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.”
Photo: Adria Risk Forum
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.
About Mplus
Mplus is a European leader in business process and technology outsourcing (BPTO). It operates as part of the BOSQAR INVEST group, serving as its BPTO vertical, which includes the parent company, M Plus Croatia d.o.o, along with its subsidiaries.
Mplus successfully integrates the dynamic industries of contact centers, information technology, and employment services to address global challenges in customer support. Through its innovative business model, Mplus has built a diverse portfolio of clients, including leading European and global telecommunications, finance, technology, energy, logistics, and consumer goods companies.
At the heart of Mplus is its in-house technology division—a powerhouse driving digital transformation across industries. As a global leader in Digital CX, Mplus reimagines customer experience with technology built to anticipate, adapt, and scale with clients’ needs. The Mplus Conversational and Agentic AI Platform sets a new benchmark as the first and only conversational AI solution that’s modular and designed for both customers and employees.
With a relentless focus on innovation, Mplus continually redefines what exceptional CX looks like. By leveraging a suite of proprietary tools and next-generation technology, Mplus partners with clients to drive efficiency, growth, and customer loyalty - shaping the future of customer experience.
