‘Work that once took days is now being done instantly’ – Bigbon CEO Nick Spiteri Paris

Work that once took days is now being done instantly, Bigbon CEO Nick Spiteri Paris said while highlighting the group’s use of AI.

Mr Spiteri Paris was speaking at a recent panel discussion on the use of AI in local business titled “Are you leveraging the AI Advantage?”. The event was organised by the Malta Business Network.

Bigbon Group represents several international fashion brands in Malta, including Bershka, Pull&Bear, Stradivarius, Oysho and Massimo Dutti.

He outlined how the group has embedded artificial intelligence into core areas of its operations, significantly improving speed, accuracy and efficiency.

Mr 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.

“We are users, not developers,” Mr 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.

Mr Spiteri Paris described how these agents are increasingly supporting day-to-day store operations, reducing reliance on manual intervention.

He 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.

Fielding questions from the floor, Mr 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.