From Copilot to agents: Inside KPIT’s AI-powered marketing transformation

When Mohit Kochar and his team began experimenting with AI, their goal was to help marketers spend less time gathering information and more time acting on it. What started as a productivity initiative has since evolved into a broader transformation, with Microsoft 365 Copilot helping the team research faster, uncover insights and make more informed decisions.

“We believed AI would fundamentally reshape organizations and functions, including marketing,” says Kochar, Chief Marketing Officer, KPIT Technologies, an automative software and mobility solutions firm. “Today, Copilot acts as an assistant, researcher, analyst and strategic thinking partner.’

Promise: Reimagining marketing with agents

Marketing at KPIT is far more than communications and campaigns. The function contributes across market intelligence, investor communications, proposal support, thought leadership, research and brand strategy.  “We are constantly gathering and synthesizing information from multiple sources to help shape business decisions,” says Kochar.  

Over a year back, much of that work depended on reviewing industry developments, analyzing market signals and putting together research needed to shape strategy. Then Microsoft 365 Copilot became a key part of that journey because of its ability to work within KPIT’s existing Microsoft environment and draw context from Outlook, Teams, SharePoint, PowerPoint and other enterprise knowledge sources.

“Since we work with sensitive customer intellectual property, for us security and governance are critical. And Copilot gives us the protection and enterprise controls we need while still enabling innovation,” explains Kochar.

Proof: From research assistant to competitive intelligence agent

Today, Microsoft 365 Copilot supports some of the marketing team’s most intensive work.
“We don’t start with a blank page anymore. We know where to begin, how to move from point A to point B faster, and how to do it with better quality,” adds Kochar.

As AI adoption matured, the team began moving beyond copilots to building purpose-driven agents.
One such example is a competitor intelligence solution built using Copilot and Power Automate. The workflow automatically monitors 14 competitors, analyzes strategic developments and public announcements and generates monthly reports with recommendations and threat assessments.

Another helps account teams prepare for OEM (Original Equipment Manufacturer) conversations, combining public evidence with KPIT’s internal knowledge into a board-ready revenue readiness report that ranks winnable opportunities, separates fact from inference and sets out a 30-60-90 day account plan.

Productivity: Creating smarter marketers, not just faster workflows

Copilot also helps the team mine KPIT’s repository of more than 1,500 proposals produced each year, drawing on the organization’s own knowledge assets to surface patterns that may otherwise go unnoticed. “It allows us to identify competitive patterns, emerging technology trends, customer priorities and future skill requirements,” Kochar explains.
 
The competitor dashboards and automated workflows are the visible change, but the deeper shift is about people. As AI lowers barriers to knowledge, marketers can contribute in ways that previously required years of specialized expertise.
 
For Kochar, that is the real promise of AI. “It’s not about replacing human capability but broadening it. Copilot is helping create a marketing function where expertise is no longer confined to a few specialists and generalists can come to the table with a point of view.”

Smitha Verma writes about AI and innovation for Microsoft Source. A former journalist, she spent more than two decades at various publications including The Telegraph, The Financial Express and Hindustan Times, writing stories on technology, education, business, climate and social trends. Contact her on LinkedIn.