Leading professional services firm RSM acted as their own Customer Zero by globally scaling Microsoft Copilot to transform operations, upskill teams, and act as a knowledge repository.
More than 80% of the global workforce says they lack the time or energy to do their jobs. RSM, a global audit, tax, and consulting services firm, saw this as an opportunity to redefine productivity by demonstrating what it looks like for organizations to embrace AI—first for themselves, and then for their customers.
With a focus on serving mid-sized and growing companies, RSM is a Microsoft Solutions Partner certified across the full Microsoft Cloud and AI platform, delivering deep specialization and cross-industry reach. In 2026, RSM will celebrate their 100th anniversary—a milestone they’re marking with a firmwide focus on embracing generative AI at scale. As part of a $1 billion, five-year investment in AI and digital transformation, RSM is reshaping how their professionals work, learn, and collaborate. At the center of this transformation are Microsoft 365 Copilot and Modern Work, seamlessly integrated with Microsoft Cloud technologies including Azure, Microsoft Dynamics 365, Power Platform, Copilot Studio, Azure AI Foundry, Microsoft Fabric, and Dataverse.
A cornerstone of this transformation is RSM’s decision to act as its own Customer Zero by embracing Copilot as both a work assistant and a catalyst for change. By building internal credibility and fluency first, the firm is learning from within and applying those lessons to help clients navigate similar shifts. That internal-first approach is more than just tactical—it reflects a broader cultural transformation that’s already underway.
A century-old firm an AI-forward mindset
As RSM leaned into the Customer Zero strategy, they quickly recognized that internal technical change needed to be matched by cultural change—one that empowered employees not just to use new technology, but also to explore, experiment, and adapt with confidence. “Frontiers need pioneers—and we need to encourage and empower that pioneering spirit,” said Kristin Lewis, Enterprise Marketing Lead for Microsoft at RSM. “I think that comes from the top.”
Rather than deploying pilot AI tools in isolated use cases, RSM made a deliberate decision to commit to broad internal adoption of Microsoft 365 Copilot across the firm. To support this momentum, RSM developed enablement efforts––including Microsoft certifications, peer learning cohorts, and storytelling platforms––to reinforce AI fluency as part of everyday work.
“There's a large cultural shift at RSM as we're creating a place where employees can feel safe learning and upskilling in the AI era,” said Lewis. "Most importantly, people are really collaborating cross functionally to level up.”
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