- Mplus is rapidly evolving into a leading AI-driven CX company, with cutting-edge solutions like real-time voice translation, modular AI tools, and Agentic AI systems that automate complex workflows.
- Strong global demand for Mplus's AI solutions has prompted plans for a dedicated AI brand.
- Backed by a EUR 60 million EBRD investment, Mplus is expanding strategically across Europe and Africa, aiming to become a regional AI leader within two years.
Zagreb, Croatia, May 14, 2025 – In an extensive interview with the Croatian business newspaper Poslovni dnevnik, Tomislav Glavaš, CEO of Mplus and a Member of the Management Board of BOSQAR d.d., shared details of the AI solutions being developed within Mplus, the strategic thinking behind the vertical's growth, and what it will take to become a true European leader in AI.
The following article was originally published in Poslovni dnevnik and written by journalist Josipa Ban. It has been condensed for clarity.
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Mplus, the largest vertical within BOSQAR INVEST, is setting its sights on becoming the leading artificial intelligence (AI) company in this part of Europe. Traditionally known for providing business and technology outsourcing services (BTO), the company is now rapidly building an AI product portfolio that is reshaping its operations and redefining customer experience (CX).
"Mplus has developed a comprehensive CX platform based on a CCaaS (Cloud Contact Center as a Service) model, which orchestrates communication across all channels – from classic calls and chat, to WhatsApp, Viber, Messenger, and advanced AI self-service modules," Glavaš told Poslovni dnevnik.
"One of the most disruptive products is a real-time voice translation tool that enables bilingual communication in any global language. A customer support agent, for example, can communicate fluently in German without speaking the language - a breakthrough that could revolutionize the contact center industry.
"The unique functionality is that our modules are fully independent from the rest of the system. Clients can integrate them into their own software or use them directly through our platform," Glavaš added.
Other notable developments include voicebots and chatbots trained on Mplus's extensive operational data, designed to avoid hallucinations and allow users to resolve issues autonomously.
"The Copilot module boosts agent productivity by up to 40%, and one major client already reports a 25% reduction in customer service costs - translating into multimillion-euro savings," Glavaš said.
The company has also built Agentic AI tools that automate complex, multi-step workflows with minimal supervision.
"To give a real-world example, last year we replaced almost 16,000 hours of manual CV screening and interview scheduling in our HR operations with an AI solution that now handles those tasks autonomously," Glavaš shared.
"This ongoing automation and modular integration make us a unique partner in the digital CX space."
Growing Demand, Expanding Vision
Glavaš noted that demand for Mplus's AI tools is strong among global clients, prompting the company to consider launching a standalone AI brand under the Mplus umbrella.
"Many global clients already use our AI modules. We'd love to see more domestic companies embracing sophisticated AI solutions. We're proud that demand is growing so strongly that we're considering a dedicated AI brand. It's a way to show clients our full commitment to developing the most focused and versatile AI solutions on the market."
This transformation is already impacting Mplus's operations and client partnerships.
"When we decided to pivot towards technology, we didn't expect to move this fast. Today, most demand for our services is driven by our AI tools. The combination of cutting-edge tech and operational excellence makes us truly unique," Glavaš said.
"We're not just a classic BPO player relying on outdated tech, nor a tech vendor that sells licenses and steps away. We build robust AI systems and integrate them into day-to-day operations. That raises our credibility significantly.
"Clients gain more profitability, free up resources for growth, and our employees become superheroes – tasks that took hours now take seconds or minutes."
AI: A Catalyst for Role Evolution, Not Job Loss
Despite automation, Glavaš believes AI will not lead to widespread job losses.
"Experience shows that widespread job losses won't happen. Technology frees up employees' time, enabling them to take on more complex roles. Think back to the rise of mobile banking – branches didn't disappear; they evolved," he said.
"AI is not just a tool – it's a paradigm shift, perhaps comparable to the discovery of electricity."
A Resilient, Scalable Business Model
Mplus operates in 16 countries and runs a highly flexible delivery model, allowing it to scale operations quickly in response to market dynamics.
"Our real-time translation module has unlocked major potential. Anyone can now communicate fluently in German or French without prior language skills," Glavaš pointed out.
The company also strongly supports remote work.
"Together with international universities, we conducted a study that confirmed remote work significantly boosts employee satisfaction and productivity. It's now part of our global strategy," he added.
From DACH to Global Leadership
While Mplus remains strong in German-speaking markets, the company is gaining ground in the United States and among global clients, thanks to its competitive AI-driven offering.
In early 2025, Mplus announced the acquisitions of Conectart (Czech Republic) and Valoris (Romania).
"The industry used to play defense. Clients dictated the terms, and BPO firms had little room for innovation. Generative AI changed that," Glavaš said.
"Clients now expect us to diagnose their CX processes, redesign them from the ground up, implement the latest technology, and run the operation – all as one unified service."
"Our entries into Romania, Slovakia, and the Czech Republic are not just geographic. They're strategic moves that signal our intention to become a fully integrated, AI-powered CX leader in Europe."
Integration That Adds Value
What can employees and clients of acquired companies expect?
"Our motto, 'people inspired by people', reflects how much we value every individual. Every acquisition under our leadership has achieved triple-digit growth within 2–3 years. That's not luck – it's our model," Glavaš said.
"We combine structured processes, cutting-edge tools, and a culture of ownership and innovation. Our AI tools are developed in collaboration with employees to solve real problems. That improves both performance and satisfaction."
EBRD Investment Fuels Future Expansion
Mplus recently secured EUR 60 million in financing from the EBRD to support strategic growth.
"The EBRD investment is aimed at accelerating acquisitions and organic growth, while diversifying our portfolio," Glavaš explained.
"We're especially focused on generative AI solutions that bring tangible value to both clients and employees.
"Our ambition is for Mplus's AI segment to become a recognized European leader within two years. I can't promise success, but we have the team and technology to make it happen."
Next Markets: Europe, Africa, and a Watchful Eye on the US.
Mplus aims to further expand its presence across Europe, with growing interest in Africa. In late 2024, the company opened an office in South Africa, which already employs over 350 people.
As for the United States:
"It's a demanding market requiring significant investment and cultural adaptation. Many European firms have learned that lesson. We already have a US sales office and local teams, but for now, we're exporting services from our existing centers. We're monitoring opportunities closely," Glavaš said.
Record-Setting Start to 2025
Mplus posted EUR 62 million in revenue in Q1 2025, a 14% increase year-on-year.
"We exceeded all targets and delivered the best Q1 in our history. Our strategic focus on AI is proving to be the right one," Glavaš confirmed.
Mplus's revenue is highly diversified, with no single client contributing more than 5% of total revenue.
"We're strongest in finance and eCommerce, but we also do innovative projects in logistics, telecom, and energy. Over the years, we've built deep vertical expertise - essential for selling AI solutions," Glavaš noted.
In a volatile global environment, Mplus's resilience is something that has stood the test of time.
"We've navigated numerous crises – from German wage reforms and the Turkish earthquake to the COVID-19 pandemic – often without the public being aware of what we were going through," Glavaš said.
"Today, with growing global unpredictability and shifts in US policy, we remain protected from trade risks and maintain a diversified footprint. For us, current uncertainties pose no serious threat."
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You can find the full interview (in Croatian) here.