Staying human: How we’re using AI to transform the sales experience at Microsoft

At first glance, AI transformation can look like a technology deployment project: New tools arrive, training programs launch, dashboards go live, and leaders focus on speed, scale, and rollout discipline.

But in practice, the technical side of transformation is only part of the story. The missing piece is us humans.

When we encounter these kinds of challenges internally at Microsoft, we think of ourselves as “Customer Zero.” We roll out our technology across our own organization first, learning what works and what doesn’t in real time and at scale so we can pass our lessons on to you.

“After an early wave of enthusiasm for Copilot, adoption declined. People questioned whether AI was relevant to their role, worried about what it might mean for their work, and disengaged when the change they experienced didn’t match the change they imagined.”

Daniel Bertrand, senior director, AI Transformation Office

We learned valuable lessons about AI adoption and sustainable change when we deployed Microsoft 365 Copilot across our Microsoft Commercial organization, one of the company’s largest sales and service organizations. What we observed led us to reset our strategy and build a more human-centered process for deploying and driving adoption of our AI technology.

Driving AI adoption with role relevance and daily habits

Here on the Customer Zero team in Microsoft Customer and Partner Solutions (MCAPS), our 60,000-employee strong sales organization, we saw that getting access to Copilot didn’t automatically result in widespread AI adoption.

“After an early wave of enthusiasm for Copilot, adoption declined,” says Daniel Bertrand, a senior director on the AI Transformation Office team in MCAPS. “People questioned whether AI was relevant to their role, worried about what it might mean for their work, and disengaged when the change they experienced didn’t match the change they imagined.”

Initially, people used Copilot like a search engine and expected it to make work go away. When that didn’t happen automatically, they didn’t know how to approach prompting the AI, or how to create value with it. The gap between access and know‑how is where adoption slowed.

“I knew from experience that people prefer to hear from—and learn alongside—those closest to their day-to-day work, to build trust and confidence.”

Susan Neece Robien, senior director of adoption and change, AI Transformation Office

We reframed the problem from “How do we scale the technology?” to, “What does this change feel like for people doing the work every day?”

By talking to people in our larger organization about why they were reluctant to work with Copilot, we discovered the adoption barrier was less about the technology being available and more about whether people trusted it, understood how it fit their role, and felt confident enough to build new habits around it.

The ‘Adoption-in-a-Box’ approach

After these conversations, we changed our strategy across the board.

“I knew from experience that people prefer to hear from—and learn alongside—those closest to their day‑to‑day work, to build trust and confidence,” says Susan Neece Robien, a senior director of adoption and change on the AI Transformation Office team. “That led me to conceptualize Adoption‑in‑a‑Box—a repeatable approach that combines behavior‑change guidance, peer influence, habit‑forming activities, and light gamification so people can experiment with AI in a non‑threatening way and build confidence over time.”

We rolled out the Adoption-in-a-Box concept across the team in the following ways:

• Emphasized visible leadership support: We circulated videos and “day in the life” PowerPoint 1-pagers of how our leaders were using Copilot.
• Formed a community of early adopters: They becamepeer champions for adoption, evangelizing best practices and leading workshops.
• Created a Role Hub: The hub contained practical, role-specific learning about how to use Copilot rather than doing high-level general trainings.
• Ran prompt campaigns: To get our team started with habitually using AI in their daily roles, we ran prompt campaigns to make prompt learning accessible and actionable.
• Created the Copilot Cup: We encouraged friendly competitions with leadership support. We also ran hackathons and prompt-based scavenger hunts to gamify learning about and using the AI for our team.
• Created ongoing measurement mechanisms: We stood up dashboards with monthly, weekly, and daily average usage reports. We also ran quarterly surveys to track sentiment around AI adoption on the team.

After our initial success with Adoption-in-a-Box, we scaled it to adoption leads, who brought the model to life within their teams.

When people feel safe in experimenting with AI and incorporating it into their day-to-day work, that’s when it provides real value for the organization and the individual. We’ve learned that sustainable, scalable AI transformation succeeds when we put people first.