Work that once took days to complete is now being executed in real time, as artificial intelligence reshapes labour-intensive processes across Bigbon Group’s retail operations.
Speaking at a recent panel discussion on the use of AI in local business, CEO Nick Spiteri Paris outlined how the Group has embedded artificial intelligence into core areas of its operations, significantly improving speed, accuracy and efficiency.
Addressing attendees at a Malta Business Network event titled “Are you leveraging the AI Advantage?”, held at OKA’s at The Villa earlier this month, Spiteri Paris explained that the Group’s journey towards the use of AI dates back to 2016 well before the technology gained mainstream attention with the launch of ChatGPT in late 2022.
Bigbon Group represents several international fashion brands in Malta, including Bershka, Pull&Bear, Stradivarius, Oysho and Massimo Dutti.
“We are users, not developers,” Spiteri Paris noted, emphasising that the Group’s success has come from applying proven technologies to real operational challenges rather than building systems from scratch.
He explained how AI has been deployed to streamline key processes such as stock management and replenishment, transforming workflows that were previously time-consuming and manual.
“Work that once took days is now being done instantly,” he said, pointing to the shift from reactive to predictive decision-making across the business.
A key focus of the discussion was the growing role of AI “agents”,systems capable of autonomously coordinating tasks and workflows. Spiteri Paris described how these agents are increasingly supporting day-to-day store operations, reducing reliance on manual intervention.
The panel discussion explored a broad range of AI applications, from digital assistants and agentic workflows to knowledge management systems, while also addressing key considerations around governance, risk and workforce impact.
Spiteri Paris highlighted that while the benefits of AI are clear, successful adoption depends on a disciplined approach focused on solving real business problems.
“The biggest wins come when you identify the pain point first and then apply the right technology to solve it,” he said.
The event brought together business leaders to share practical insights on AI adoption, reflecting a growing recognition that the technology is no longer optional, but a key driver of competitiveness across industries.
Panelist Fabianne Ruggier, founder of Resona Strategies, an AI-powered business growth practice, said she repeatedly finds high-paid employees absorbed by “fire-fighting” tasks such as reconciling data sets, manual reporting and sprawling email-based workflows.
In many organisations, she added, the proliferation of spreadsheets signals “busyness, but not productivity,” making the business case for automation clearer than leaders may expect.
“When I’m working with a corporate client, even large ones, I often see that the highest paid resources are completely taken up fighting fires – the business case for AI in those cases is obvious,” she said.
Alessandro Canella, co-founder and head of growth at Growy.app, urged businesses to start by pinpointing constraints. The key, he argued, is identifying the bottleneck and selecting “low risk, high impact” use cases first—then scaling once value is proven. AI, he said, should be treated less as a novelty and more as a catalyst that will change day-to-day work.
The discussion also addressed barriers to adoption.
Fielding questions from the floor, Spiteri Paris pointed to Malta’s labour shortage and talent acquisition challenges, arguing that anything that can be automated “should be automated immediately.”
On jobs, he was blunt: roles will change, and some will be lost, not to AI, but to those who know how to use it better.
The discussion was moderated by Graziella De Martino, the Director of Advisory in Technology at NOUV. De Martino specialises in AI implementation, digital transformation, and data-driven strategy.
Throughout the event, moderation and audience questions returned to a recurring theme: AI initiatives fail when structures are not ready and employees fear displacement.
The Malta Business Network organises monthly panel discussions bringing entrepreneurs, policymakers, and experts together.
Next month’s event is being held in collaboration with legal practice Camilleri Preziosi on May 18. The event will focus on emerging trends in mergers and acquisitions in Malta.
