General Motors’ Norm de Greve explains how GM, BCG, and Microsoft partnered to harness AI-driven targeting and measurement, turning a clearer customer focus into stronger marketing performance.
The ability to reinvent with AI and intelligent agents will define the next era of business leadership. BCG and Microsoft work with organizations across industries to apply AI at scale, from reimagining developer productivity and manufacturing operations to transforming marketing, customer support, and enterprise innovation. Each company focuses on the areas that matter most, where AI has the power to create new revenue, unlock efficiencies, and reshape how work gets done.
With deep expertise across industries and functions, BCG and Microsoft help organizations unite best-in-class AI and agentic capabilities with business reinvention. BCG aligns strategy, people, and processes to unlock value quickly—even in the most complex environments—while Microsoft provides a secure, scalable foundation spanning cloud infrastructure, data platforms, and industry-leading AI models. Together, we help organizations become agile, scalable enterprises powered by pioneering agents that integrate seamlessly into existing infrastructure and deliver solutions beyond the reach of traditional approaches.
Key Impact Areas
BCG and Microsoft focus on the areas where AI can drive the greatest enterprise value. These focus areas create value by boosting developer productivity, transforming workflows, and enabling new products, services, and experiences powered by AI and GenAI.
Enabling Productivity at Scale
Together, we reimagine the employee experience by embedding AI and agents, accelerating delivery, improving quality, and unlocking innovation throughout the organization.
Reshaping Core Workflows
BCG and Microsoft transform critical functions by bringing AI into day-to-day operations. Companies can optimize manufacturing through predictive maintenance and real-time insights, redesign finance processes, increase marketing effectiveness through AI-powered content and personalization, and accelerate customer support with AI-enabled agents that improve speed to resolution and service quality.
Inventing New Sources of Growth
Both companies help organizations create entirely new products, services, and business models, pioneering AI solutions where no blueprint exists and unlocking new revenue streams. For example, we enable retailers to unlock new revenue streams through AI-driven promotions and markdown optimization.
Elevating Enterprise Governance
BCG and Microsoft place accountability and transparency at the center of how work gets done. Trust is at the heart of our collaboration and our solutions, with responsible AI and enterprise governance designed to meet security, ethical, and compliance expectations.
BCG applies its 10–20–70 approach to keep people and processes at the center of change (70%), with technology and data (20%) and algorithms (10%) supporting adoption and performance. This creates the conditions for hybrid teams in which people and AI agents operate together as part of everyday work, enabling best-in-class AI and agentic capabilities that deliver competitive advantage through true co-innovation.
Explore Our Solutions
Deep Customer Engagement AI by BCG X
Enabling hyper-personalized, end-to-end customer management at scale.
Fabriq Personalization AI by BCG X
Injecting automation, templatization, and precision targeting into existing marketing tech and processes.
Manufacturing AI by BCG X
Unlocking value at scale on the shop floor through an integrated offering that brings together BCG’s operations and BCG X’s advanced analytics capabilities.
Retail AI by BCG X
Using holistic, tailored retail intelligence software, our Retail AI technology unlocks critical advantages across the six vital components of the value chain.
Merch AI by BCG X
Within Retail AI, Merch AI helps decode one of retailers’ fundamental challenges: how to offer customers the right products in the right stores at the right cost.
Smart Banking AI by BCG X
Enabling banks to build deeper customer relationships with bespoke solutions.
BCG and Microsoft’s Impact with Clients
$1B
in revenue
A global chemical and service company had an ambition to significantly grow revenue from digital over three years. BCG and Microsoft worked with the company to build a new digital product and business to drive in-moment operational efficiency using AI-enabled technology. The new business will transform a core part the client’s business model and has the potential to generate more than $1 billion in revenue.
10,000+
store rollout of AI assistant
Store employees at a global coffee retailer were overwhelmed with the complexity of manuals, apps, and procedures. BCG and Microsoft redesigned frontline ways of working, from AI strategy through change management and deployment of a GenAI assistant built with Frontline Ops AI by BCG X, which, embedded in daily workflows, delivers real-time guidance. Pilots improved productivity, decision speed, and experience, and the solution has since been scaled to over 10,000 stores across North America.
$300M+
new business
A global sanitation solutions firm saw restaurant clients challenged by rising labor costs and inconsistent execution. BCG and Microsoft co-developed an AI-enabled performance platform that combines dashboards, computer vision, and new decision routines, helping create a new digital revenue stream. Supported by a comprehensive change program, the transformation is positioned to generate over $300 million in new digital business within five years.
Video
February 23, 2024
Harnessing AI to Accelerate Clinical Trials
As many herald a new “golden era” of medicine, one roadblock remains: the daunting complexity of conducting clinical trials. Syneos Health saw the enormous potential AI held when it came to accelerating the process. Baba Shetty, President of Technology & Data Solutions at Syneos Health, explains how BCG X helped them pave the way.
Video
April 23, 2024
How UNICEF Is Bridging Social Divides with Digital Tools
The learning passport, a UNICEF initiative created in collaboration with Microsoft and BCG, aims to improve learning poverty.
BCG and Microsoft’s Partnership in Action
BCG and Microsoft experts collaborate at events to engage with global leaders on the future of AI and cloud platform capabilities.
Video
A 360-Degree Win in Process Improvement
Microsoft’s Deb Cupp and BCG’s Sharon Marcil reflect on the collaboration that created Starbuck’s Green Dot, a virtual assistant that improves the barista’s job and the customer’s experience.
Video
January 26, 2026
Small Businesses Are Using AI to Level the Playing Field
Microsoft’s Ralph Haupter and BCG’s Matthias Tauber discuss how small- and medium-sized enterprises are accessing powerful tools once reserved for large companies.
Video
July 3, 2025
BCG and Microsoft on Unlocking AI’s Full Potential
Unlocking AI’s value demands more than tech—BCG and Microsoft partner to transform business processes and deliver measurable enterprise outcomes.
Video
The AI Era of Customer Experience
Microsoft’s Stephanie Ferguson and BCG’s Jean-Manuel Izaret share how AI-powered conversations with customers can help customize experiences and build trust.
BCG and Microsoft Expand Their Collaboration to Help Clients Accelerate Value Creation from AI-Driven Transformation in Manufacturing
Boston Consulting Group and Microsoft are expanding their strategic collaboration to help manufacturers fully realize value from AI investments, scaling digital manufacturing, advanced analytics, and smart automation across the shop floor using Microsoft platforms.
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