Zagreb, Croatia, October 22, 2025 – The Croatian National Theatre (HNK) in Zagreb has become the first theatre in Croatia and the wider region to introduce an AI Concierge – a unique digital assistant developed in partnership with BOSQAR INVEST, the theatre’s main partner and general sponsor.
This innovation, emerging from the portfolio of BOSQAR’s technology company GRAIA, enables theatre visitors to quickly and easily access information about performances, repertoire, ticket prices, subscriptions, and practical details such as box office hours and nearby parking.
A New Digital Milestone for Croatian Culture
By introducing the AI Concierge, HNK Zagreb is further enhancing audience support and reaffirming its position as a leader in the digital transformation of the cultural sector. The tool, based on artificial intelligence, complements the existing customer service and provides additional assistance, particularly outside regular working hours and during weekends. Audiences can obtain accurate information anytime, with the option to seamlessly transfer the conversation from the AI assistant to a live agent when needed.
“Our theatre has always combined tradition with modernity, and the introduction of the AI Concierge is a new step in that direction. We want to give our audience access to information in a way that is fast, intuitive, and available 24 hours a day, while preserving the warmth of human communication. Artificial intelligence here plays a supporting role – not a replacing one – helping our team deliver even better service. With the support of our partner, BOSQAR INVEST, HNK Zagreb provides a positive example of how technology can serve art and, ultimately, its audience,” said Iva Hraste Sočo, General Manager of the Croatian National Theatre in Zagreb.
A Partnership Rooted in Innovation and Shared Values
The launch of the AI Concierge marks the third year of successful collaboration between HNK Zagreb and BOSQAR INVEST, a European leader operating across multiple industries, including business and technology process outsourcing/customer care, information technology, HR services, and the food industry.
“Digital transformation is not merely a technical process – it is a change in mindset. Through our partnership with the Croatian National Theatre, we are showing how innovation can empower traditional institutions like HNK without compromising their fundamental values. Our goal is to create tools that give art new dimensions – making it more accessible to the public while allowing artists to dedicate themselves more fully to cultural creation. We are proud to be building a bridge between art and technology together with HNK – a bridge that leads to a future in which theatre is not only experienced but also understood in a new way,” said Darko Horvat, President of the Management Board of BOSQAR d.d., the holding company of the BOSQAR INVEST group.
Three Years of Strategic Collaboration
Over the three years of cooperation, BOSQAR INVEST has provided direct financial and operational support that has contributed to significant progress in HNK’s digitalization, audience communication, and program promotion.
Alongside the AI Concierge project, Mplus, BOSQAR’s BPTO vertical, has continuously supported HNK’s customer communication channels – including phone, web chat, and, since this year, Facebook Messenger. The collaboration expanded and improved HNK’s user database, led to numerous activation campaigns for ticket and subscription sales, and included a joint fundraising campaign in support of the School of Classical Ballet in Zagreb.
The year 2025 marks the culmination of this partnership through the development of the AI Concierge – a result of the close collaboration between HNK’s teams and experts from GRAIA and Mplus, both part of BOSQAR INVEST group. The outcome is an innovative system that enables natural and personalized communication with audiences about performances, casts, prices, and subscriptions, tailored to different visitor groups.
By merging advanced technological solutions with human support, the AI Concierge creates a unified communication framework that provides theatre audiences with fast, accurate, and personalized information – any time of day.
Through this ongoing collaboration, encompassing theatre digitalization, internal process optimization, and now the introduction of the AI Concierge, BOSQAR INVEST and HNK Zagreb are setting a new benchmark for public–private partnerships in the cultural sector, aligned with the best European practices.