Copilot Rollout and Enterprise-Wide Adoption at Campari Group
Campari Group invested in Microsoft 365 Copilot to support productivity, quality of work, and innovation across its global workforce. While the initial deployment focused on scaling licences, the business recognised that allocating licences alone does not drive adoption or value. Learn how Campari Group partnered with Lancia Consult to transform Copilot from a technology rollout into an embedded way of working across the enterprise.
Service
Sector
We knew that simply giving people access to Copilot would not be enough. We needed to help them understand where it could genuinely make a difference in their day to day work. Lancia brought structure, energy and practical experience to the programme. They worked closely with our teams, adapted the approach to different parts of the business and helped us build a strong community of people who could support adoption locally. The result was not just increased usage, but much greater confidence and genuine interest in what Copilot could help us achieve.
Chris Fazey, Group IT Senior Director Global Service Delivery, Campari Group
The Challenge
Campari introduced Microsoft Copilot through an initial pilot scheme and then scaled licences across global markets. However, the organisation encountered several challenges:
1. Low confidence and inconsistent usage
Although Copilot licences increased from an initial pilot to over 1,000 licences, many employees lacked confidence about when and how to use the platform in their day-to-day work.
2. Limited visibility of adoption and value
There was no structured way to track usage, differentiate between active versus inactive users, or understand where Copilot was delivering tangible business impact.
3. Low engagement with learning materials
Training resources existed but were not embedded into daily workflows, leading to low engagement and limited functional adoption.
4. Risk around AI governance and scalability
As Copilot capabilities evolved, Campari needed clear AI guardrails, governance, and a sustainable model for scaling usage, including the future use of agentic AI.
The Solution
We partnered with Campari to deliver a structured change management programme, designed to embed Copilot into everyday ways of working across the global organisation.
Our approach combined capability building, governance, leadership engagement, and cultural change to ensure Copilot adoption was both scalable and sustainable.
Key elements of the solution included:
Structured Copilot adoption framework
- Introduced clear exclusion criteria to monitor adoption and maximise active usage.
- Established consistent measures to track usage, engagement, and impact.
Targeted learning pathways
- Designed function‑specific learning journeys focused on real work scenarios, not just features, that were tailored for specific functions and teams’ requirements.
- Delivered global synchronous training sessions alongside a structured asynchronous learning journey.
- Built a central learning hub with onboarding content, training videos, and use‑case libraries.
Superuser and train‑the‑trainer model
- Created a global, cross‑functional network of Copilot Superusers, which began running as a self-sustaining learning centre, and the most enthusiastic AI users were knowledge sharing across their teams.
- Equipped Superusers with ready‑to‑use toolkits and training playbooks to cascade learning locally.
Leadership and stakeholder engagement
- Worked closely with senior leadership and C‑suite executives to actively reinforce Copilot usage.
- Embedded Copilot learning across the business, in partnership with HR business partners.
AI governance and future‑proofing
- Supported the development of AI guardrails and an agentic AI governance framework.
- Centralised agent creation to trained and approved user groups, aligned with Legal and HR.
The Impact
Our partnership helped Campari transform Copilot from a technology deployment into meaningful, enterprise-wide adoption. This went beyond simply allocating Copilot licences and providing basic training, to Camparistas, the organisation’s employees, being truly excited and engaged with the tool.
Key outcomes achieved include:
Enterprise‑wide adoption at scale
- Copilot licences grew to 984 active users across the organisation
- Achieved a 96.6% active user rate by the end of the engagement
Increased productivity and quality of work
- Employees reported saving significant time in daily tasks through Copilot usage
- Over 90% of users felt confident using Copilot within four weeks of onboarding
Sustained capability and excitement
- Built a strong Superuser community with 115 Superusers driving adoption locally
- Delivered 30+ Copilot learning resources and 7 function‑specific learning packs
Clear foundation for AI at scale
- Worked on embedding sustainable governance and adoption models to support future Copilot features
- Positioned AI as a core capability within Campari’s ways of working, not a one‑off rollout
Through this structured, change-led approach, Campari successfully embedded Microsoft Copilot into daily work across global markets. By investing not only in Copilot technology, but also in the capability building, engagement and support needed to drive adoption, the organisation was able to realise greater value from its investment and build lasting enthusiasm for AI across the business.
Campari Group now benefits from high adoption, consistent usage patterns and sustained engagement, with a clear governance model to scale AI responsibly in the future.
From pilot to enterprise-wide adoption
Before achieving the results outlined in this case study, Campari Group shared their experiences from the early stages of their Copilot journey in a webinar hosted with Lancia Consult. The session explores the initial pilot programme, early adoption lessons, and the approach that laid the foundations for broader business-wide success.
