When Microsoft CEO Satya Nadella urged Partners to “use AI to transform first, before you sell transformation,” few Partners took that challenge as seriously as Infinity Group.
Led by CEO Rob Young, the U.K.-based Microsoft Solutions Partner has become a textbook case of the Customer Zero philosophy, using Microsoft’s entire Business Applications stack internally before delivering it to clients.
“We made the decision a few years ago to be a Microsoft-first business in every sense,” said Young. “Not just to sell the services, but to run our own business on the same technology.”
One data platform for every process
Infinity Group has spent the past four years migrating its operations onto a unified Microsoft Dynamics 365 and Power Platform backbone, including Sales, Business Central, Project Operations, Customer Service, and Customer Insights.
That integration has enabled the company to experiment aggressively with AI agents and copilots across the full business cycle, from sales to service delivery.
“Everything now sits on one data platform,” Young explained. “That makes it much easier to develop and deploy agents, whether built into the platform itself or created through Copilot Studio or Azure AI Foundry.”
According to Microsoft’s own 2025 Partner Transformation Report, Partners that adopt first-party AI internally before reselling see a 34% increase in implementation speed and a 22% boost in customer satisfaction scores compared with traditional service models.
AI agents that listen, qualify, and coach
Among Infinity Group’s most successful early experiments are its use of Microsoft’s Researcher Agent and Qualification Agent, both designed to reduce manual sales effort and improve forecasting accuracy.
The Researcher Agent, part of the broader Copilot for Sales initiative, analyzes communications, Teams transcripts, and CRM history to recommend next actions or missing details based on the MEDDIC methodology, a structured sales qualification framework popular among enterprise sellers.
This kind of embedded intelligence is already reshaping the field. A recent IDC analysis found that organizations implementing conversational AI for sales enablement reduced opportunity cycle times by up to 40%, while improving pipeline visibility.
“It helps us filter the noise right at the start of the process,” Young said. “We get a lot of inbound leads. This kind of intelligent qualification is like crowd control. It takes that lead on a journey before a salesperson ever needs to get involved.”
Operational AI: from billing to risk detection
Infinity Group has also applied AI to its delivery and back-office functions. Using Microsoft Graph API integrations, the company’s systems analyze call transcripts to flag risk indicators during pre-sales discussions, issues that might otherwise be lost between sales and project delivery teams.
On the operational side, Infinity uses Work 365, a license automation platform built on Dataverse, to manage billing, provisioning, and renewals for cloud customers.
“It’s been massive for us,” Young said. “We can scale our billing and license management without scaling people, and that’s a key enabler of sustainable growth.”
The approach mirrors a broader ecosystem trend. According to the Canalys Partner Benchmark 2025, more than 60% of Microsoft-focused Partners now integrate some level of AI-driven automation into finance or customer success workflows, up from just 28% in 2023.
Customer Insights and the next phase of ‘Customer Zero’
Infinity Group’s next frontier is its AI-enabled Contact Centre, which will combine Dynamics 365 Customer Insights with multichannel outreach, including AI voice and chat agents through Power Pages.
“We want to bring Customer Insights to the forefront of every interaction,” Young said. “Whether that’s a Teams call, WhatsApp, or voice outreach, AI is going to drive that experience.”
That aligns with a broader shift across Microsoft’s ecosystem: Gartner predicts that, by 2029, agentic AI will autonomously resolve 80% of common customer service issues without human involvement.
Looking ahead to Directions EMEA
Both Young and PartnerTalks host Rick McCutcheon will be in Poznań, Poland, for Directions EMEA 2025, where Infinity Group will co-present with Cecilia Flombaum, Microsoft’s Global Partner Strategy Lead, on the Customer Zero model.
“If we can use this technology ourselves and start solving these problems internally, then we can empathize with our customers’ challenges on their own transformation journeys,” said Young.
