FPT Software pioneers AI adoption with Microsoft 365 Copilot to increase customer engagement and leads

FPT Software began in 1999 with a commitment to pioneering and propelling Vietnamese intelligence to the world stage. It has since expanded into 30 countries and territories, with 88 branches and representative offices. FPT Software serves more than 1,100 clients, working across industries to support technology-enabled sustainable growth, powered by human ingenuity. With over 33,000 employees, its work spans digital transformation, professional services, and IT solutions for global businesses and communities.

Pioneering innovation to support clients better

When generative AI solutions became available, FPT Software, being a technology pioneer, was naturally drawn to the technology. “We often seek out new technologies and adopt them even if there is no immediate benefit to our organization,” remarks Prajith Nair, Vice President and Head of Learning and Innovation at FPT Software, FPT Corporation. “By trying out new solutions, we gain the knowledge and expertise necessary to support our clients. We get to experience it before they do and so become more able to help them implement similar technologies more effectively.”

The company also saw AI as part of a broader effort to drive efficiency across its business. “Our turn to AI coincided with one of the key company-wide initiatives in 2025 to optimize agility and efficiency,” Prajith explains. This focus on efficiency aligns with its approach to purposeful growth. “The guiding principle behind purposeful growth is that the decisions we make, the directions we take, and the actions we implement should help us become a more sustainable service provider for our customers,” adds Prajith.

The right solution and structured adoption

FPT Software focused on finding a generative AI solution that met its complex security and compliance requirements. “In our search, Microsoft 365 Copilot stood out—it met all of our privacy, data protection, and enterprise compliance requirements,” Prajith shares. The company was already operating within the Microsoft ecosystem, making it easy to integrate Copilot with many of its systems. Microsoft 365 Copilot’s compliance with enterprise requirements was also key to its decision from a security aspect. “As an IT organization, security is a non-negotiable aspect of any technology because it directly impacts our business operations and subsequently, our customers,” Prajith says.

Once the choice was made, FPT Software took a structured approach to adoption. It started with around 500 back-office employees across human resources, business processes, finance, and marketing. “We started with back office because it is the foundation of the company that supports all business operations,” explains Prajith. FPT Software’s goal was to test Microsoft 365 Copilot’s impact across different functions, ensuring both technical and non-technical employees could use AI effectively in their daily workflows.

The company began the adoption process by running internal campaigns to educate employees. “We wanted the staff to understand how generative AI could contribute to work performance improvements, and how Copilot could specifically help them,” explains Cuong Pham Bien, Deputy Head of Technical Training Department at FPT Software, FPT Corporation. “We received great support from the Microsoft team, who provided a learning environment through LinkedIn for our pilot group.”

Once employees understood the technology, FPT Software shifted to hands-on experience. The company monitored real-world applications in areas such as learning, marketing, and accounting. “Microsoft helped us throughout the adoption journey—from training, information sharing, and encouraging user adoption to providing technical support,” Prajith adds.

Tailoring marketing with AI recommendations

FPT Software’s Global Marketing and Communications team took the lead in applying Microsoft 365 Copilot in practice. “We used Microsoft 365 Copilot to help organize, prepare content, and plan three global events attended by over 600 executive guests,” shares Prajith.

The team also used Copilot alongside Microsoft Clarity to enhance its website performance. “Using Microsoft Clarity heatmap tracking and Copilot recommendations, we implemented changes on the FPT global homepage and saw an eightfold rise in engagement in the revised sections,” shares Hoang Nguyen, Head of Growth Marketing at FPT Software, FPT Corporation. “The changes also contributed to a 3.5 times increase in lead conversion from the website.”

These changes also affected how users navigated content. “The increase in engagement also correlated with stronger user intent, which jumped 2.5 times in the four months since implementing Copilot recommendations on our homepage,” shares Hoang.

Streamlining human resource activities

The human resources (HR) team also made use of Copilot in day-to-day activities. Previously, the team struggled with drafting and reviewing multiple regulations while also handling a high volume of emails regarding employee benefits. On top of this, the team had to sift through large amounts of data to understand factors that influence employee turnover. Going through all this information was time-consuming and sometimes prone to error, making it difficult to respond swiftly to organizational needs.

With Microsoft 365 Copilot, the HR team improved its ability to analyze data and forecast employee turnover trends. Microsoft 365 Copilot provided a structured framework for these analytical tasks, offering detailed evaluations and predictive insights that enhanced decision-making. Additionally, teams benefited from Microsoft 365 Copilot’s assistance in writing and reviewing new policies, with the solution generating suggestions and refining drafts.

Another key challenge for the company was the labor-intensive process of generating regular reports on the usage and performance of Maya, their employee experience chatbot. Employees spent hours compiling data, analyzing trends, and formatting reports.

With Microsoft 365 Copilot, report generation became faster and more efficient. The HR team now creates visually appealing, data-rich reports with meaningful insights. All these changes, from data analysis to policy writing to report generation, led to time savings of approximately 1.5 to 2 hours per week for each staff member.

Enhancing research speed and relevance

FPT Software’s Learning and Innovation department also uses Microsoft 365 Copilot for user and audience research, learning program development, and content creation. Previously, employees relied on manual research that required sifting through hundreds of websites and thousands of words. When doing an internet search, default location settings limited results. “If someone has set their search engine to Vietnam and keyed in ‘best way to create a marketing plan,’ their results will be limited to local content. This restricts our team from finding global best practices,” Prajith explains.

With generative AI, employees no longer face these limitations. “The quality of research has improved significantly since we started using Copilot. We’re able to go through many more resources in a shorter time, so our team can do more accurate research and user profiling,” notes Prajith. “On top of that, Copilot pulls information from primarily relevant sites, instead of just local sources.” This shift has also strengthened the team’s ability to develop marketing campaigns more suited to target markets outside of Vietnam.

The right information at their fingertips

The Accounting and Finance team at FPT Software is also leveraging Microsoft 365 Copilot to save time in extracting financial-related information. Instead of having to go through large amounts of information manually in hundreds of chats, messages, and emails, the team uses Microsoft 365 Copilot to summarize and look for exact information. They also use Microsoft 365 Copilot to analyze Excel sheets in just a few commands, allowing them to quickly generate reports.

The ability to pull related information from large amounts of data is particularly helpful when the team has to perform research of tax calculation formulas and tax laws from all of FPT Software’s 30 markets. “It’s time-consuming to read documents that are hundreds of pages long. Some of them are even in foreign languages,” shares Prajith. “Using Copilot, the Accounting and Finance team can summarize these documents and efficiently search for accurate information that we need to perform the correct tax calculations. Overall, the team has saved about one to two hours per week for each staff, allowing them more time to work on complex matters.”

Scaling AI adoption with purpose

FPT Software is now leveraging AI to boost overall workplace productivity, successfully piloting Microsoft 365 Copilot with an adoption rate of over 95% for activated accounts. “This initiative highlights our commitment to cutting-edge technology for smarter work, which also contributes to higher employee satisfaction and up to a 20% productivity boost in key workflows,” shares Prajith.

With AI already reshaping key functions across the organization, FPT Software is looking to scale its adoption further. The company plans to identify specific workstreams where Copilot can deliver the greatest impact.

As a technology-driven organization, it sees vast potential in using AI for software development. “About 90% of our employees are engineers and software developers. Given the success of Copilot so far, we are actively exploring how they can use AI to be more productive and write code faster,” Prajith remarks. “But while AI might help streamline repetitive coding tasks, we aim to ensure that high-level engineering continues to benefit from human expertise and nuanced problem-solving capabilities.”

Reflecting on its AI journey, FPT Software recognizes that moving quickly contributed to its success. “When it comes to such disruptive technologies like AI, you just have to take a leap of faith, get on board, and observe what happens. Once you understand it, you have a better sense of how to go about refining the approach,” shares Prajith. Armed with a much better understanding of AI, FPT Software is confident that its expertise will only grow. “This experience enables us to make more intelligent decisions about how to empower our workforce and engage with customers through AI,” concludes Prajith.

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