What leading organisations are learning about Copilot adoption

To understand what truly drives Copilot adoption at scale, we spoke with two leaders who are shaping how their organisations embrace AI in daily. work. Although from different industries, their experiences point to the same foundational truths about successful transformation.

Benjamin Neuteboom: Heineken

In our first interview, Benjamin Neuteboom, who leads Heineken's global Copilot rollout, reflects on Heineken's Copilot journey. His key message is simple: adoption grows fastest when people see Copilot applied to their own work, not abstract demos. Leadership curiosity, practical guidance and a supportive community all play an important role in keeping momentum high. Benjamin also hints at what's next: preparing employees to work with multiple AI agents, not just one.

Ram Viswanathan: Philips

The second interview features Ram Viswanathan, who oversees Digital Employee Experience for over 67,000 people at Philips. Ram highlights how a structured, demand-driven approach created strong engagement from the start. Champions, short learning formats and clear guidance help employees move from quick wins to more meaningful use cases. Philips emphasises not just trying Copilot, but using it to genuinely improve everyday workflows.

Despite operating in different environments, both leaders reinforce the same core idea: Copilot adoption works best when it stays practical, people-centered and focused on real value rather than the novelty of the technology.