{"id":324,"date":"2025-11-20T08:00:00","date_gmt":"2025-11-20T16:00:00","guid":{"rendered":""},"modified":"2026-04-09T13:01:40","modified_gmt":"2026-04-09T20:01:40","slug":"from-legacy-to-frontier-how-100-year-brands-are-leading-ai-innovation","status":"publish","type":"post","link":"https:\/\/www.microsoft.com\/en-us\/microsoft-cloud\/blog\/2025\/11\/20\/from-legacy-to-frontier-how-100-year-brands-are-leading-ai-innovation\/","title":{"rendered":"From legacy to Frontier: How 100-year brands are leading AI innovation"},"content":{"rendered":"\n

As AI goes mainstream, organizations aren\u2019t stopping at adoption or incremental efficiency gains. They\u2019re unlocking human ambition. They\u2019re evolving from productivity to abundance by bringing AI into every function, process, and role\u2014they are becoming Frontier<\/a><\/em>.<\/p>\n\n\n\n

Leaders in the AI era are reimagining what AI can amplify: creativity, expertise, and the human ingenuity and leadership that drives progress. A recent IDC study commissioned by Microsoft<\/a> shows that Frontier Firms are customizing AI for their unique workflows and seeing three times greater returns on their AI investments. Why? Because this approach keeps people at the center. They\u2019re using AI to tackle big challenges, empower higher-value work, and help industries adapt quickly in a world where efficiency and resilience are non-negotiable.<\/p>\n\n\n\n

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Empower your people and drive real results with Microsoft AI<\/a><\/div>\n<\/div>\n\n\n\n
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\n\t\t\tThe frontier firm is born\t\t<\/h2>\n\t\t

\n\t\t\t\t\t\t\t\n\t\t\t\t\t\tRead the blog\t\t\t\t\t\t\t\u2197<\/a>\n\t\t\t\t\t<\/p>\n\t<\/div>\n<\/div>\n\n\n\n

Becoming Frontier isn\u2019t reserved for tech disruptors or startups. Legacy brands across industries are bending the curve on AI innovation, pairing decades of expertise with AI-first differentiation to reinvent processes and accelerate growth. In a world where more than 99% of companies fail to reach 100 years in business,1<\/sup> centennial companies\u2014brands that have been around for 100 years or more\u2014are proving that reinvention is the key to longevity. Today, they\u2019re using Microsoft AI<\/a> to eliminate the mundane and unlock creativity to accelerate their journey to becoming Frontier.<\/p>\n\n\n\n

Companies including The Kraft Heinz Company, Levi Strauss & Co., Wells Fargo, and Land O\u2019Lakes have been serving customers for more than a century and remain leading household names because they never stood still. They\u2019re positioning themselves at the forefront of AI innovation.<\/p>\n\n\n\n

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When you think about how quickly humans have grasped the concepts of AI, it’s influencing how they do everyday life right now. Compared to past technologies introduced into business or corporate settings, the learning curve and the adoption rate are not something that you have to worry about as much because people are actually craving it and they’re looking for it.<\/p>\n\u2014Ken Meyer, Chief Information Officer for Enterprise Functions at Wells Fargo<\/cite><\/blockquote>\n\n\n\n

These centennial brands show that reinvention isn\u2019t a one-time event\u2014it\u2019s a mindset. By pairing their own expertise with a trusted partner like Microsoft, they\u2019re transforming operations, accelerating innovation, and setting new benchmarks for what\u2019s possible. Let\u2019s look at how The Kraft Heinz Company, Levi Strauss & Co., Wells Fargo, and Land O\u2019Lakes are leading the way.<\/p>\n\n\n\n

Influencing the future with the wisdom of the past<\/span><\/h2>\n\n\n\n
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Watch now: Recipe for success: How Kraft Heinz optimizes manufacturing with AI\u00a0<\/a><\/div>\n<\/div>\n\n\n\n

In the consumer goods industry where companies are balancing shifting consumer preferences, supply chain complexity, and speed-to-market, AI-powered insights are especially crucial. The Kraft Heinz Company, one of the world\u2019s leading food and beverage companies, is demonstrating how it is reaching for historical data as it prepares the organization to thrive in the future with the recent introduction of The Cookbook.<\/p>\n\n\n\n

Built on Microsoft Azure OpenAI<\/a> and trained on a proprietary central database, The Cookbook is a proprietary AI agent that puts decades of institutional wisdom around HEINZ Tomato Ketchup production processes at employees\u2019 fingertips. With The Cookbook, users can ask questions on everything from the thickness and color of a batch of ketchup to insights about the efficiency of production processes, and more. Preserving and digitizing institutional knowledge and subject matter expertise in this way supports improvements in production consistency, quality, and efficiency\u2014leaning into a legacy of innovation to maintain the quality that\u2019s made HEINZ the world\u2019s best-selling ketchup.<\/p>\n\n\n\n

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As part of our long-term strategy, we\u2019re harnessing disruptive digital solutions to fuel growth across the organization. In doing so, we\u2019re transforming the way we work, streamlining processes, enhancing decision making, and more\u2014all of which enable us to continue delivering the great-tasting products consumers know and love as well as continue to innovate and address evolving preferences.<\/p>\n\u2014Oliver Ganschar, Head of Digital Product Management and Innovation at The Kraft Heinz Company<\/cite><\/blockquote>\n\n\n\n

The Cookbook joins a robust lineup of generative and agentic AI-powered projects already in use at The Kraft Heinz Company to optimize marketing, production, supply chain functions, and more. They have streamlined operations for Claussen pickles, cut manufacturing waste, and dramatically reduced timelines for brand asset creation across The Kraft Heinz Company\u2019s portfolio. The digital-first solutions empower employees to focus on high-value tasks, make decisions rooted in data, and enhance engagement.<\/p>\n\n\n\n

\u201cWhen it comes to AI, we\u2019re exploring integrated solutions that can drive scalability and connectivity across our organization end to end, rather than siloed deployment or disconnected applications,\u201d said Ganschar. \u201cWe aim to create a connected ecosystem that enables our teams to work more efficiently and effectively, and this includes evaluating applications of generative and agentic AI in ways that we believe can unlock further value for our teams and the business.\u201d<\/p>\n\n\n\n

The Kraft Heinz Company and Microsoft have also collaborated on a Supply Chain Control Tower to preempt interruptions and develop digital twins of the company\u2019s manufacturing facilities to virtually test and troubleshoot new processes. Together, these efforts hone The Kraft Heinz Company\u2019s competitive edge, strengthening its ability to get products to market faster, better serve customers, and drive innovation.<\/p>\n\n\n\n

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Our collaboration with Microsoft has been an important part of our digital transformation, helping us drive innovation and efficiencies through machine learning and advanced analytics so we can get products into the market faster, better serve our customers and, ultimately, deliver on consumer demand.<\/p>\n\u2014Oliver Ganschar, Head of Digital Product Management and Innovation at The Kraft Heinz Company<\/cite><\/blockquote>\n\n\n\n

As The Kraft Heinz Company looks to continue leading the curve on AI innovation, it plans to scale The Cookbook beyond HEINZ Tomato Ketchup.<\/p>\n\n\n\n

\u201cWe aim to use key learnings and insights from The Cookbook pilot phases to scale to other brands, products, and Kraft Heinz businesses, and we are currently in the process of exploring additional use cases for the technology,\u201d said Ganschar. <\/p>\n\n\n\n

Prioritizing data in decision-making at scale<\/span><\/h2>\n\n\n\n
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Enthusiasm around AI is not just confined to the C-Suite\u2014it is growing throughout entire organizations. Ken Meyer, Chief Information Officer for Enterprise Functions at Wells Fargo, says employees at every level are clamoring for AI products, with more than 30,000 using Microsoft 365 Copilot since it was rolled out in June 2025. The active usage rate for enabled employees is 92%, demonstrating the value the tool offers to the employees.<\/p>\n\n\n\n

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It’s really a proof point saying that not only did people want to use these products, but they were waiting for it and excited about it, and what’s really exciting is understanding the usage across the different ways in which they’ve engaged: creating content, doing summarization, and researching. That’s real time saved for our Microsoft 365 licensed users.<\/p>\n\u2014Ken Meyer, Chief Information Officer for Enterprise Functions at Wells Fargo<\/cite><\/blockquote>\n\n\n\n

This kind of data is the foundation of decision-making at the 173-year-old financial institution, particularly when it comes to choosing solutions to put in the hands of employees. Analytics drove Wells Fargo\u2019s 2021 migration to Microsoft Azure<\/a> as its primary public cloud provider and guided subsequent rollouts of Microsoft 365<\/a> and Microsoft SharePoint<\/a> to enhance productivity and strengthen security. Now AI is increasing efficiency at Wells Fargo, with generative and agent capabilities in GitHub, Microsoft Copilot<\/a>, and other Microsoft AI solutions equipping employees to more effectively support clients, each other, and the organization.<\/p>\n\n\n\n

Organizations across the financial services industry are seeing the opportunities AI can create to unlock greater innovation and business value at an accelerated pace. It plays a critical role in streamlining operations and compliance management\u2014making processes more efficient and secure.<\/p>\n\n\n\n

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Microsoft understands what it takes to be an enterprise business and do things at scale. When you think about being in a highly regulated industry, being a bank our size, and the commitments that we have to the number of clients that we serve, it\u2019s important and it gives us a lot of confidence.<\/p>\n\u2014Ken Meyer, Chief Information Officer for Enterprise Functions at Wells Fargo<\/cite><\/blockquote>\n\n\n\n

Weaving innovation and intuition into all operations<\/span><\/h2>\n\n\n\n
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Watch now: How Levi’s is transforming their IT estate with Azure\u00a0<\/a><\/div>\n<\/div>\n\n\n\n

In retail, as in finance, leaders must keep pace with their customers\u2019 rapid adoption of emerging technologies. From evolving consumer expectations to the rise of omnichannel experiences, agility is key. Levi Strauss & Co., navigating new audiences and sales models, has partnered with Microsoft to stay resilient and innovative, using digital tools to streamline operations, personalize engagement, and scale sustainably in a fast-moving retail landscape.<\/p>\n\n\n\n

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Retail has always been a story of change. Microsoft is a big part of how we scale for the next 100 years.<\/p>\n\u2014Jason Gowans, Chief Digital and Technology Officer at Levi Strauss & Co.<\/cite><\/blockquote>\n\n\n\n

On the heels of a massive cloud migration to Azure, the 172-year-old company is prepared to lead in a new era of agentic AI. The first five years of a seven-year digital transformation at Levi Strauss & Co. saw streamlined workflows, improved analytics and data quality, and more robust security\u2014enabling the company to scale AI-powered innovation across the organization. <\/p>\n\n\n\n

Now, Levi Strauss & Co. and Microsoft<\/a> are collaborating on AI-powered solutions that enhance employee decision-making, efficiency, and creativity with seamless access to insights. The newest example of this is the development of a new \u201csuperagent,\u201d which has the intelligence to intuitively understand which applications and subagents to activate based on a user\u2019s prompt. <\/p>\n\n\n\n

The foundation of the superagent streamlines the process to develop and integrate future agents\u2014creating substantial savings. With AI woven into every experience for employees and fans, by extension, Levi Strauss & Co. is supercharging its trajectory toward becoming a fan-obsessed, direct-to-consumer business. <\/p>\n\n\n\n

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We believe in performance, but our core value is also integrity. Whatever we choose to do with AI, it\u2019s going to be grounded in making sure that it\u2019s the right decision for our people, for the company, and for the community. <\/p>\n\u2014Sheena Kunhiraman, Vice President of People Systems and Analytics at Levi Strauss & Co.<\/cite><\/blockquote>\n\n\n\n

Modernizing a trusted resource to elevate human expertise<\/span><\/h2>\n\n\n\n
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Land O\u2019Lakes, one of America\u2019s premier agribusiness and food companies, is a member-owned cooperative with industry-leading operations that span the spectrum from agricultural production to consumer foods. Behind the scenes, the company has executed a sweeping digital transformation<\/a>: migrating more than two-thirds of its IT environment to Azure, driving widespread adoption of Microsoft Copilot, and fine-tuning its enterprise copilot.<\/p>\n\n\n\n

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We are not a tech company, but a tech-forward company. Having a true technology partner that helps our digital transformation was the foundation of our partnership with Microsoft. We wanted a bigger bat to swing. Microsoft gives us that.<\/p>\n\u2014Teddy Bekele, Senior Vice President and Chief Technology Officer at Land O’Lakes<\/cite><\/blockquote>\n\n\n\n

This modern infrastructure is the foundation for AI innovation and serves as the backbone for a new digital assistant called \u201cOz.\u201d The assistant combines the power of Microsoft AI with Land O\u2019Lakes\u2019 deep agricultural expertise to help farmers make data-informed decisions to maximize yield potential and mitigate risk throughout the growing season.<\/p>\n\n\n\n

Land O\u2019Lakes is owned by highly knowledgeable agricultural retailers who act as trusted advisors to farmers. Historically, these retail agronomists have used the Land O\u2019Lakes Crop Protection Guide, an 800-page agronomic resource built on 20 years of data and millions of agriculture-specific data points, to assist farmers. Oz allows retail agronomists to quickly surface critical agricultural information specific to a farm\u2019s unique features and needs in a mobile-friendly format.<\/p>\n\n\n\n

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The idea has always been to make that agronomist the hero at the farm gate. Instead of flipping through a book, now agronomists can have this deep technical discussion with the AI. So, we go from a good recommendation to a highly customizable recommendation for that farmer.<\/p>\n\u2014Teddy Bekele, Senior Vice President and Chief Technology Officer at Land O’Lakes<\/cite><\/blockquote>\n\n\n\n

Oz is just the latest example of how Land O\u2019Lakes\u2019 AI transformation has enabled them to bring cutting-edge, AI-powered solutions to the farmers they serve.<\/p>\n\n\n\n

Bringing AI into the next Frontier<\/span><\/h2>\n\n\n\n

By thoughtfully integrating AI<\/a> into many levels and functions of their businesses, centennial companies are demonstrating the ingenuity and resilience that has allowed them to dynamically navigate past moments of disruption for more than 100 years. We\u2019re proud to partner with these Frontier Firms and support their continued transformation.<\/p>\n\n\n\n

Explore examples of AI in action<\/a> from this year\u2019s Microsoft Ignite 2025 conference to envision how Microsoft\u2019s industry-specific solutions can augment your organization\u2019s expertise and experiences with AI.<\/p>\n\n\n\n

Use our resources to innovate with AI<\/a> and start your journey to becoming a Frontier Firm<\/a>.<\/p>\n\n\n\n

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Transform what’s possible for your business with Microsoft AI<\/a><\/div>\n<\/div>\n\n\n\n
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1<\/sup> Building Indiana Business, The Centennial Secret: How Do Companies Last 100 Years?, October 23, 2020<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Learn how legacy brands leverage Microsoft AI to innovate, empower employees, and drive resilience in the AI era.<\/p>\n","protected":false},"author":11,"featured_media":1221,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"_classifai_error":"","_classifai_text_to_speech_error":"","_alt_title":"","ms-ems-related-posts":[],"footnotes":""},"categories":[],"tags":[209,234,146,144],"content-type":[114],"industry":[],"job-function":[1621],"topic":[1622],"coauthors":[220],"class_list":["post-324","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-ai-success-stories","tag-frontier-firm","tag-generative-ai","tag-microsoft-ignite","content-type-customer-stories","job-function-finance","topic-frontier-transformation"],"yoast_head":"\nFrom legacy to Frontier: How 100-year brands are leading AI innovation | The Microsoft Cloud Blog<\/title>\n<meta name=\"description\" content=\"Centennial brands partner with Microsoft AI to unlock creativity, accelerate growth, and redefine what\u2019s possible. 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