As I consider how rapidly AI adoption is accelerating—now embraced by nearly 8 in 10 organizations, up sharply from the previous year1—it’s clear we’re witnessing a profound shift. This isn’t just about numbers; it’s a signal that the most ambitious companies are fundamentally reimagining how they operate. I’ve had the privilege of working alongside organizations that are leading this charge—what we at Microsoft call Becoming Frontier.
Becoming Frontier is the strategic shift to transform your business into a secure, AI-first organization, seamlessly integrating AI throughout your business to drive innovation, empower people, and optimize processes. Organizations who put AI into the center of their operations, we call Frontier Firms. Built around on-demand intelligence and powered by human–AI collaboration, they can scale faster, operate with greater agility, and unlock real business value at unprecedented speed.
We’ll explore how leading companies—Adecco, ABB, Loft Orbital, Air India, and HEINEKEN—are embracing the Frontier Firm mindset and some of them are already experiencing between a 30% to 63% increase in productivity alone.
We’ll explore how leading companies—Adecco, ABB, Loft Orbital, Air India, and HEINEKEN—are embracing the Frontier Firm mindset. Each is reimagining their industry by putting AI at the core of their strategy, culture, and operations, and their perspectives offer a blueprint and lessons for what’s possible when organizations truly become frontier.
Let’s look at how some of the world’s most innovative organizations are putting these principles into practice.
ABB—Uses AI to unlock the future of industry
ABB is committed to using responsible and sustainable AI innovation that is yielding measurable business impact. By integrating the Azure OpenAI, Genix Copilot unlocks the power of generative and agentic AI to industrial operations—helping customers achieve a 35% cost savings in operations and maintenance, and boost production efficiency by 30%. According to Rajesh Ramachandran, Global Chief Digital Officer, Process Automation, “ABB Genix Copilot transforms the way real-time data insights are delivered to field engineers, functional analysts and industry executives enabling smarter decisions. We are helping our customers outperform by becoming leaner and cleaner—achieving the combined goals of efficiency, reliability, and sustainability.”
Adecco—Revolutionizing recruitment using an AI-powered approach
Adecco is using the real power of AI and its ability to unlock human potential. Their lesson is clear: upskilling, inclusion, and human-centric innovation are essential. By integrating AI (such as Microsoft 365 Copilot) into their “Recruiter GenAI Suite, we have seen up to 63% of productivity, which is really amazing. And this enables our recruiters to spend more time having valuable conversations with the candidates, and workforce development,” states Carolyn Basyn, Chief Digital and Information Officer at Adecco. Adecco shows that technology can create more meaningful experiences for clients, candidates, and colleagues—ensuring no one is left behind.
Air India—Powering Air India’s digital transformation with data and AI
Air India is a testament to the power of democratizing AI. By making AI accessible across their organization, they’re closing skill gaps and empowering teams to make data-driven decisions—whether it’s optimizing flight schedules or enhancing customer service. In fact, AI.g, an AI-powered virtual agent handles an average of 30,000 customer queries daily with 97% of them fully automated. “This means just 3% of the queries get escalated to human agents. That saves us several million dollars a year” explains Dr. Satya Ramaswami, Chief Digital and Technology Officer at Air India. Their journey shows that AI enhances job satisfaction—driving agility and excellence while supporting their on-time performance goals.
Loft Orbital—Building smarter satellites with AI
Loft Orbital (Loft) is developing AI-powered satellites to simplify access to space. Their satellites process data with edge computing to more efficiently deliver on-demand intelligence. Loft relies on GitHub Copilot to support their development teams, helping them write code faster, with more accuracy, and now apply it to quality assessment, information management, and even onboard systems. “Our approach highlights the importance of trusted partnerships and secure, scalable infrastructure in scaling AI innovation. Our satellites are autonomously coordinated to help us respond faster to emerging events, reduce reliance on ground operations, and deliver actionable insights right when they’re needed,” states Lucas Bremond, Chief Software Architect at Loft.
HEINEKEN—Tapping AI to become the best-connected brewer
Even a 160-year old company like HEINEKEN stands out for their disciplined experimentation with AI and commitment to responsible innovation. By piloting high-impact use cases, rigorously measuring results, and scaling what works, HEINEKEN demonstrates that weaving AI into every part of the business—from brewing and marketing to supply chain and sales—leads to tangible gains and a culture ready for the future. “AI needs to help to grow the business. So it’s around consumer insights, it’s around brand building, it’s around revenue management, it’s around sales execution,” shares Ronald den Elzen, Chief Digital and Technology Officer at HEINEKEN. HEINEKEN’s journey highlights how a culture of experimentation and responsible innovation can prepare a company for whatever the future holds.
Solving industry specific challenges with AI
Each organization demonstrates how AI can be harnessed to solve industry-specific challenges: from revolutionizing recruitment and upskilling talent, to optimizing industrial operations, transforming airline performance, enabling smarter satellites, and connecting global supply chains.
What stands out most is that every Frontier Firm’s journey is unique, but the lessons are universal: put people first, innovate responsibly, experiment boldly, and measure what matters. These companies aren’t just adapting to change—they’re leading it, showing us that when we embrace AI with purpose and vision, we unlock new opportunities for growth, creativity, and impact.
As you consider your own organization’s AI journey, let these stories serve as inspiration and guidance. The future belongs to those who experiment boldly, measure what matters, and put people at the heart of transformation.
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