ams OSRAM relies on Microsoft for AI transformation, scaling the use of Copilot across the company

More than three quarters of knowledge workers at ams OSRAM deploy Microsoft Copilot.

Artificial intelligence does not unlock added value in companies through isolated pilots, but rather through a clear strategic approach tackling technology, organization, and people alike. The key is to integrate AI into everyday work safely, responsibly, and at scale based on a clear platform strategy, targeted enablement, and governance that builds trust. 

ams OSRAM demonstrates how a company-wide AI rollout can succeed. The globally operating company is turning to Microsoft to drive its AI transformation. 

ams OSRAM is taking a holistic approach with its company-wide AI strategy that addresses technological and organizational, as well as regulatory aspects. The company thus lays the foundation for scaling artificial intelligence in a structured way and embedding it sustainably across its organization. 

As part of its “Accelerate AI” initiative, the company chose early on to adopt Microsoft Copilot as its strategic platform. The aim is to move beyond the selected use of artificial intelligence in expert teams only and provide as many employees as possible with secure, practical access. 

To achieve this, ams OSRAM is adopting a comprehensive enablement approach. This includes web-based basic training, an internal AI Awards competition, in-depth training for individual specialist areas, as well as advanced learning formats through the company’s own AI Academy. The program is complemented by a central AI Information Hub, community formats for sharing experience, and a network of AI leads across all functions and business units.

Dr. Markus Placzek, Head of IT Data & AI, at ams OSRAM emphasizes: "With Accelerate.AI, we seek to make artificial intelligence widely usable at ams OSRAM and deploying it wherever it delivers tangible added value. In collaboration with Microsoft, we are thus laying the foundation to gradually integrate AI into our core processes to sustainably boost our competitiveness.”

Strong adoption driven by a clear focus on enablement and governance

The success of this approach is also reflected in its adoption rates. More than three quarters of office and knowledge workers at ams OSRAM already use Microsoft Copilot today. This widespread adoption is the result of a clearly structured enablement concept that systematically introduces employees to working with artificial intelligence. Training offerings, community formats, and central points of contact actively promote the use of Copilot in everyday work and support its continuous evolution. 

At ams OSRAM, governance structures are not just implemented in a subsequent step but are rather an integral part of the AI strategy from the very outset. Clear frameworks in the areas of data security, data privacy, and responsible AI provide the basis for deploying this technology securely and responsibly across the organization while supporting scalable implementation in practice.

Herman Erlach, General Manager of Microsoft Austria, states: “Scaling AI successfully is less about individual technologies and more about clear strategic leadership and disciplined execution. ams OSRAM demonstrates how a clear platform decision, targeted employee empowerment, and responsible guardrails can create the conditions to embed AI broadly and sustainably across the organization. What matters is providing direction, building trust, and bringing people along on the journey. This is how organizations create lasting value for both the business and the broader enterprise.”

Concrete use cases with measurable added value

Alongside broad enablement, ams OSRAM is already implementing concrete AI use cases across various business areas today. One example is the automated translation of product data sheets into ten languages powered by Microsoft Azure AI Services. This helps to scale processes, reduces manual workload, and further improves both the quality and consistency of the content. 

Another key use case is the so-called Maintenance Assistant for shopfloor operations. It provides employees with relevant information precisely when machines stand still or processes are disrupted. This use case is currently being scaled and gradually expanded to further manufacturing areas.

Approaching technology, organization, and culture in tandem

The collaboration between ams OSRAM and Microsoft impressively illustrates how artificial intelligence can be scaled in a global industrial company step by step—from broad employee enablement to concrete business applications in manufacturing, product management, and other core functions. The approach pursued by ams OSRAM makes one thing clear: Successful AI transformation begins where technology, organization, and corporate culture are approached in tandem.

For more on the Maintenance Assistant use case, listen to the podcast here. Building Reliable AI for Manufacturing: Inside ams OSRAM’s Maintenance Chatbot Initiative