CHALLENGE

As a trailblazer in the AI revolution, Microsoft has positioned its M365 suite, powered by Copilot, at the forefront of the technological transformation. With this increasing visibility, this year’s WTI report was a critical opportunity to solidify Microsoft’s position as a thought leader in AI and the workplace. The challenge? Showcase, through rigorous research, how AI is impacting productivity, employee engagement, and strategic business operations while addressing global concerns around labor retention and talent mobility in an AI-powered future.

STRATEGY

Our goal was twofold: to cement Microsoft’s standing as a thought leader in the rapidly evolving tech landscape and to leverage research-driven insights to enhance sales outcomes. Microsoft undertook an ambitious global study to uncover the intricate relationship between AI and workplace transformation. The survey spanned 31,000 full-time employed or self-employed knowledge workers across 31 countries with a robust additional sample of 2,800 workers in the U.S. Our research strategy ensured that Microsoft delivered data that was both wide-reaching and market-specific, empowering local teams to tell compelling customized stories. Providing counsel at every stage—from questionnaire design to the final report—we ensured that our findings were both mediagenic and grounded in robust methodology. This approach crafted a compelling narrative that combined hard facts with actionable insights.

INSIGHTS

The 2024 Work Trend Index findings were groundbreaking, delivering three pivotal insights that redefined the AI landscape:

• AI ADOPTION: Employees are embracing AI at an unprecedented rate, but company leadership lags in providing clear guidance. This has led to a surge in “Bring Your Own AI” (BYOAI), with employees turning to external AI tools to enhance their work efficiency.
• SKILLS AND CAREER IMPACT: Rather than replacing jobs, AI is elevating skills with employees leveraging AI to enhance their roles. With a hidden talent shortage looming, AI proficiency is becoming essential for staying competitive and attracting top talent.
• RISE OF THE AI POWER USER: Power Users—those who extensively utilize AI—are reshaping workplace dynamics. Organizations that champion AI adoption and provide tailored training see higher productivity and innovation from these employees.

By combining proprietary research with internal partners like LinkedIn, Microsoft’s approach ensured that insights weren’t just theoretical—they were validated through additional data sources like labor trends and productivity signals from the frontline of AI adoption. These insights provided a blueprint for leaders, showing them how to turn AI experimentation into measurable business outcomes.

EXECUTION

The WTI report was a multimedia experience designed to resonate across a variety of audiences, delivering novel, actionable learnings. To amplify its findings, the report leveraged a mix of earned media, executive visibility, and both social and paid media strategies. WE and Optimist Collective played a key role in securing media placements, ensuring the insights reached the right audiences with maximum impact.

• MORNING SHOW SEGMENTS: Satya Nadella and Ryan Roslansky provided guidance on AI to millions via ABC’s Good Morning America. The report was also featured on the Today Show and CBS Mornings.
• US AND GLOBAL EARNED MEDIA PLACEMENTS: Microsoft executives and LinkedIn leaders contextualized the research across 25+ top-tier U.S. and global publications.
• TAILORED REGIONAL COMMUNICATIONS: The insights were customized for various markets, ensuring that global findings resonated on a local scale.
• SOCIAL AND PAID MEDIA INTEGRATION: Microsoft extended the reach of the report with strategic paid and social media amplification, including partnerships with top workplace culture influencers like Erin Mcgoff and top AI voices like Allie K Miller on LinkedIn to amplify the findings.

OUTCOME

Within just one week of its release, the report drove broad coverage spanning both national and tech-focused outlets, including CNBC, NBC, ABC, Entrepreneur, Fortune, Forbes, VentureBeat, WIRED, Bloomberg, and Axios. And...