Strategy in Practice
Practical AI can give sellers more time for customers
What KPN’s published customer story demonstrates about measuring AI by the useful work it enables.
The Challenge
Sales professionals can lose substantial customer-facing time to preparation, documentation and administrative work. New technology adds little value if it creates another layer of complexity.
The Approach
Microsoft’s published story describes KPN introducing Microsoft 365 Copilot for Sales through a 50-person proof of concept before expanding access to 300 additional employees after four months. The focus was on practical support within sellers’ existing work.
The Result
In an internal survey of 78 sellers, KPN reported average time savings of nearly two hours per week. It also reported that 69% of account managers believed the quality of their offers improved their chances of success.
What This Demonstrates
Responsible AI becomes meaningful when it reduces friction and returns time to higher-value human work. Reported perceptions of improved quality are useful evidence, but they are not the same as a controlled measure of revenue causation.
Smittinn Perspective
The best question is not whether a company “uses AI.” It is whether the technology helps people prepare better, respond more thoughtfully and spend more time with customers—while human judgment remains accountable for the work. Practical value should lead the decision.
Source
Third-party example: Microsoft / KPN, published June 2, 2025. Read the original published customer story.