With AI to more freedom: How tesa uses Microsoft Copilot for cultural change

Challenge: Making knowledge usable and modernizing processes sustainably

As a global leader in innovative adhesive solutions – from high-tech tapes for the automotive and electronics industries to office supplies – tesa SE operates in a highly complex environment. With around 5,400 employees at 11 production sites and activities in over 100 countries, the international orientation places high demands on efficiency, transparency, and decision-making. The diversity of markets, broad product portfolio, and regulatory requirements call for precise management and continuous development. At the same time, there is a growing demand to operate more sustainably and use resources more purposefully.

The company has a strong foundation: highly qualified teams, deep expertise, and an established technological infrastructure. This solid starting point enabled tesa to position AI not as a reactive problem solver, but as a strategic growth lever.

“We operate in a field of tension between global complexity, regulatory density, and dynamic market cycles,” says Christoph Hummel, Head of IT at tesa. “This requires not only technological excellence but also the ability to make knowledge quickly and specifically usable.”

A key aspect of tesa’s approach was systematic preparation: The company recognized early on that successful AI integration requires a harmonized data base and established governance structures. These formed the foundation for the holistic introduction of Copilot across all business areas. The consolidated knowledge from various systems – from SharePoint to individual team structures – and the existing expertise created ideal conditions for intelligent networking and effective value creation through AI-driven solutions.

At the same time, the desire grew to make processes not only more efficient but also more sustainable. In areas such as supply chain, transport, or administration, resource use was high – both in terms of personnel and technology. At the same time, the demand for data-based decision-making increased, and tesa aimed to become more agile to respond more quickly to market changes. “It wasn’t about eliminating individual tasks, but about modernizing our existing structures so that our employees can use their time and knowledge more purposefully,” says Hummel.

“We wanted to create freedom – for value-adding tasks, creativity, collaboration, and for what really drives our teams forward,” Hummel continues. The solution was not only to optimize processes but also to promote a new work culture – with more room for initiative, collaboration, and meaningful activities.

The solution: More efficiency, transparency, and innovation with Copilot and Agent Factory

With the introduction of Microsoft Copilot, tesa deliberately chose a low-threshold, integrated AI solution that reaches all employees – regardless of prior knowledge or department. “Copilot was the perfect entry point for us. The integration into the existing M365 environment reduced barriers and made usage easier,” says Holger Ruskowski, Head of IT Cloud, Integration & Operations. As an additional button rather than a new system, Copilot integrates seamlessly into everyday work. This facilitates access, promotes acceptance, and enables broad usage.

Instead of a classic top-down rollout, tesa relied on a pull principle: all employees could actively apply for a license. The response was overwhelming – within the first weeks, demand was over 60 percent, and today around 90 percent of registered users use Copilot actively every day.

The introduction was accompanied by practical workshops, a prompt buddy with hundreds of pre-made examples, and an active user community. Around 90 AI ambassadors support as multipliers and contact persons. This approach strengthens initiative and trust – and shows how new technology can support cultural change.

In close cooperation with Microsoft, more than 50 concrete use cases were identified in so-called ideation workshops – nine of them with particularly high business impact and quick implementability. An outstanding example is the Supply Risk Agent in procurement: a multi-agent system that analyzes internal and external data sources daily to identify risks in the supply chain at an early stage. Whether financial difficulties with suppliers or environmental disasters – the agent provides automated alerts that enable proactive action. “Previously, this was manual research,” says Ruskowski. “Today, we receive automated notifications and can react immediately.”

The benefits of Copilot are also evident in everyday work. Quote comparisons that used to take up to 45 minutes are now completed by Copilot in seconds. After vacation, employees can use a specially developed super prompt via Copilot to easily retrieve a summary of all relevant emails, Teams messages, and SharePoint updates – a real efficiency gain when returning to work.

In customer service, around 80 percent of inquiries are already automatically classified – the backlog has noticeably decreased. “Copilot helps us automate repetitive tasks and creates space for what really matters: creative, value-adding work,” says Hummel. “We don’t see AI just as a tool for cost reduction, but as a lever for transformation and sustainable competitive advantage.”

To drive the development of more complex AI solutions, tesa has established the Agent Factory – an internal competence center that, together with specialist departments and in close coordination with Microsoft, designs, develops, and scales new agents. This enables the implementation of demanding use cases – for example, by connecting external data sources or integrating into existing systems.

But tesa’s AI vision goes far beyond tactical optimizations. With a well-thought-out AI roadmap, the company is already preparing for the next development phase: systematic further development of existing AI applications, expansion of successful use cases to other business areas, and targeted development of AI-supported decision-making processes are the focus. “We have by no means exhausted the full potential of Copilot,” says Ruskowski. “But we are ready – and so are our employees.”