B&B Hotels: industrialising GenAI in the data software factory

CASE STUDY · HOSPITALITY

Augmenting data delivery with AI agents, secured, governed and brought back in-house.

A major player in European budget hospitality augments its software factory with GenAI agents, RLS security and an internal build & run capability.

Client

B&B Hotels

Expertise

Software factory · GenAI delivery agents · Shared semantic model

Engagement

9-12 months · Europe

CONTEXT

Project Context

B&B Hotels runs a portfolio in strong European growth. The IT department needs to accelerate its data delivery with GenAI (code, test and query agents) while industrialising its software factory: shared semantic model, standards, security (RLS) and data governance.

The whole effort has to keep the build & run capability in-house, rather than locking the company into a supplier black box.

The programme ran over 9 to 12 months to tool the data software factory with GenAI delivery agents, a shared semantic model and Row Level Security, while bringing build & run back to the B&B teams.

Strategic Objectives

OBJECTIVES

(01)

Volume of requests

A rising volume of business requests: data delivery can no longer absorb the load without GenAI. The challenge is to introduce AI agents into the cycle to keep up with the pace of European growth.

(02)

Data estate

A data estate that keeps piling up: the need for a structuring, shared and maintainable semantic model, so that GenAI and teams work on common foundations rather than on silos.

(03)

Security and governance

Security and governance: Row Level Security and end-to-end auditability, AI Act compliance included. Every access to sensitive data must be traced, controlled and demonstrable.

(04)

Targeted autonomy

Targeted autonomy: combining AI agents and internal teams, not a supplier black box. Skills transfer must bring the build & run capability back to B&B.

Solutions Delivered by Adservio

SOLUTIONS

Adservio tooled the software factory with an AI-driven agile methodology: an orchestrator agent coordinates specialised agents across the whole cycle (needs analysis, product management, architecture design, Scrum Master, implementation and QA). Each role produces its artefacts (PRD, architecture, user stories, code, tests), with handoffs and dependencies managed end to end. The agents stay LLM-agnostic and within the controlled scope; skills transfer from the first sprint makes the B&B teams autonomous on build & run.

(01)

Needs analysis

An orchestrator agent coordinates specialised agents across the whole cycle. Needs analysis produces its artefacts (PRD), with handoffs and dependencies managed end to end, within a controlled, LLM-agnostic scope.

(02)

Product management

The product management agent translates needs into a prioritised backlog and actionable user stories. Each role stays within its controlled scope and feeds the next role through explicit handoffs.

(03)

Architecture design

The architecture agent designs the target (shared semantic model, standards, RLS security) and produces the architecture artefacts. GenAI fits into a governed framework rather than an isolated POC.

(04)

Scrum Master and orchestration

The Scrum Master agent drives the agile cadence, removes blockers and orchestrates dependencies between roles. Skills transfer from the very first sprint makes B&B teams autonomous on build & run.

(05)

Implementation and QA

The implementation and QA agents produce code and tests, with RLS coverage on sensitive domains. The agents remain LLM-agnostic and within the controlled scope, under LLMOps supervision.

Our data delivery no longer absorbs business demand,
and GenAI does not show up without a framework.

We want a factory augmented by AI agents, secured, governed, that comes back to our teams in build & run. Not an isolated POC, a factory. (Data & Delivery Management, B&B Hotels)

Results

MEASURED FIGURES

×2

Delivery velocity

Delivery velocity multiplied by two, with GenAI agents integrated into the full cycle rather than on the sidelines.

−50%

Technical debt

Technical debt cut in half: quantified, tracked and now steerable thanks to the standards and shared semantic model.

100%

RLS coverage

Full Row Level Security coverage on sensitive domains, with end-to-end auditability and AI Act compliance.

+60%

Team autonomy

Team autonomy up by 60%: the build & run capability is internalised from the first sprint.

Orchestrators

Orchestrators in the modular agent architecture.

Agents

Specialised agents in the modular architecture.

107

Skills

Skills available to the agents in the modular architecture.

Tools

Tools wired into the modular agent architecture, alongside 67 plugins.

Impact

WHAT IT CHANGES

Accelerated delivery

Velocity multiplied by two, with GenAI agents integrated into the full cycle (analysis, product, architecture, scrum, dev, QA) rather than on the sidelines. Data delivery finally keeps pace with European growth.

Steerable technical debt

Technical debt cut in half, quantified, tracked and now steerable, thanks to the standards and shared semantic model that structure the data estate on common foundations.

Governed security

Full Row Level Security coverage on sensitive domains, with end-to-end auditability and AI Act compliance built into governance. Every access to sensitive data is traced, controlled and demonstrable.

Internalised autonomy

The build & run capability comes back to the B&B teams: skills transfer from the first sprint avoids any dependency on a supplier black box. A factory augmented by AI, not an isolated POC.

“We gain in quality and productivity across the whole cycle, without ever losing control of our information system. With reliable partners and a genuine skills transfer, B&B can focus on its core business (hospitality) while keeping full control of its technical foundation.”

Data Management

B&B Hotels