Microsoft is intensifying its internal push for artificial intelligence adoption, informing staff that “using AI is no longer optional,” according to a recent internal memo obtained by Business Insider. In a move that underscores the software giant’s commitment to embedding AI into daily workflows, managers have been instructed to evaluate employees partly on their use of AI tools such as GitHub Copilot. The company is also considering making this a formal metric in performance reviews for the upcoming fiscal year, signaling a radical shift in workplace expectations within the tech industry and repercussions for global work culture—including in Thailand’s rapidly digitising tech and knowledge sectors.
This policy change, relayed by the president of Microsoft’s developer tools division, highlights the company’s belief that leveraging AI is as fundamental as collaboration and clear communication in the modern workplace. “AI is now a fundamental part of how we work,” wrote the divisional leader. “Using AI is no longer optional—it’s core to every role and every level.” Managers were explicitly told that AI utilisation should factor into holistic assessments of employee performance and impact.
The background for this sweeping mandate is Microsoft’s observation that internal adoption of its Copilot AI services has lagged behind expectations. While the company wishes to see higher use rates across departments, a key aim is to ensure that employees responsible for building these platforms get hands-on experience and a deeper understanding of the tools firsthand. This aligns with the global trend among major tech firms, where integrating generative AI applications is no longer a side project but central to maintaining competitiveness.
Competition in the AI developer tools space is fierce and growing more complex. GitHub Copilot, Microsoft’s flagship coding assistant, is now vying for developer mindshare with newer rivals such as Cursor and Windsurf. Market data cited by Barclays suggested that Cursor recently surpassed Copilot in an important segment of the developer market—an indication that even dominant players face threats unless AI adoption accelerates internally. Notably, despite Copilot’s pivotal place in Microsoft’s AI strategy, employees are permitted to use some external tools that meet security criteria; for instance, Replit’s coding assistant is currently allowed.
The internal AI adoption drive comes amid sensitive negotiations in the broader AI ecosystem, especially as competition blurs between partners and rivals. Microsoft’s ongoing partnership talks with OpenAI illustrate this complexity. OpenAI is reportedly considering acquiring Windsurf, a burgeoning Copilot competitor, but complications arise because Microsoft’s deal with OpenAI would grant it access to Windsurf’s intellectual property—an arrangement opposed by both Windsurf and OpenAI.
For Thai technology professionals and businesses, Microsoft’s “AI-first” approach sends a clear message: becoming proficient in AI tools is not only vital for working within multinational corporations but is likely to become the norm for a wider array of roles in the coming years. Thai businesses—especially those in IT, software development, and creative industries—should expect similar demands as global best practices filter into local marketplaces. As government agencies and local firms ramp up their own digital transformation efforts, Microsoft’s move may serve as a blueprint for domestic adoption strategies, whether through national AI initiatives or private sector policy shifts.
Expert voices highlight both opportunities and concerns. International digital transformation consultants stress that mandatory AI integration can boost productivity, eliminate routine tasks, and facilitate better data-driven decisions, but warn of a digital divide between those comfortable with AI and those left behind. Academic researchers note that blanket adoption mandates can lead to “AI fatigue” and resistance among employees not given sufficient time and training, making thoughtful onboarding and continued upskilling essential. Referencing the Thailand 4.0 policy, officials within the Ministry of Digital Economy and Society have previously advocated for robust AI-readiness programs to prepare both educators and the wider workforce for similar future shifts (Bangkok Post coverage).
The acceleration of AI adoption inside Microsoft also echoes a global trend detailed in recent studies. According to research published in the journal Nature (Nature, 2023), enterprise AI adoption rates tripled between 2020 and 2023, but successful integration hinged on clear leadership, ongoing training, and transparent metrics for performance. Data from the Organisation for Economic Co-operation and Development (OECD) shows that countries whose enterprises invest in AI upskilling and change management see up to 20% higher productivity growth than those who lag behind (OECD AI Policy Observatory).
For Thai society, the broader implications are significant. The government’s Thailand AI Research Center has highlighted the urgent need for bridging the AI skills gap, citing a shortage of up to 50,000 qualified professionals by 2027 if current trends persist (Thai PBS). The new normal in international organisations like Microsoft demonstrates that embracing AI not only enhances individual employability but is quickly becoming indispensable for business resilience and competitiveness.
Historically, Thailand has often adapted well to new technologies when incentivised by both domestic policy and global industry practice. For example, the country rapidly adopted smartphones and mobile payment platforms, leapfrogging older technologies. While the scale of Microsoft’s internal AI policy is unprecedented, Thai professionals and businesses have the cultural flexibility to respond swiftly—if the appropriate training and support infrastructure are in place.
Looking forward, more organisations—both multinational and Thai—are likely to implement similar policies, making AI fluency a critical component of professional development. The future workplace, whether in tech, finance, education, or manufacturing, will increasingly reward those who are adept at augmenting their skills with AI-powered tools.
For Thai readers, the path ahead is clear: Start building AI literacy now, whether through online courses, university programs, or in-house training. Businesses should assess how internal AI adoption can boost productivity and innovation, while employees should not wait for mandates to start integrating smart tools into their workflows. As the Microsoft memo illustrates, the line between human and AI-enhanced work is blurring fast, and those ready to harness AI will shape the future of Thailand’s digital economy.
Sources: Business Insider, Bangkok Post, Nature, OECD, Thai PBS