Legal & General (L&G) is cooperating with Microsoft to develop an artificial intelligence-powered customer service platform. The new solution will use Dynamics 365 Contact Centre to help employees provide faster and more effective support to L&G’s 12.4 million customers.
This platform, which will incorporate Microsoft’s Copilot AI assistant, will provide customer service teams with a comprehensive, real-time overview of each customer’s engagement with the company. The initial phase will concentrate on clients with workplace savings, retail protection, and annuities, with plans to expand to additional product lines in the future.
The initiative aims to streamline the service experience. Dynamics 365 Contact Centre will evaluate interactions with customers, identify helpful tools to enhance the conversation, recommend pertinent next steps, and facilitate outreach through customers’ preferred communication channels. The system is crafted to alleviate complexity for employees by integrating various tools and reducing the necessity for call transfers.
Additionally, the platform will assess tone and sentiment during calls, enabling employees to identify and address customer vulnerabilities more effectively — a vital measure for a company managing intricate products such as pensions and insurance.
Copilot will assist frontline teams with administrative responsibilities, including transcription and case summaries, allowing agents to concentrate on customer interactions rather than data entry tasks.
The partnership with Microsoft is part of a larger initiative at L&G to leverage technology in transforming its customer service engagements, as stated by Laura Mason, Chief Executive Officer, Retail at L&G.
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”We have recently introduced the first fully digitised claims process, reducing average claim durations by almost two weeks, while our pensions application is the highest rated among competitors, utilising digital tools to empower individuals in managing their savings.”
This new partnership advances that goal, employing AI to elevate standards while ensuring our teams can customise support for customers.
The agreement also embodies Microsoft’s broadening vision for AI-driven customer engagement, positioning Copilot as the interface for enterprise AI and linking it across various business applications.
As Rob Smithson, AI Business Processes Lead at Microsoft, stated to CX Today during Microsoft’s AI Day, the technology leader perceives Copilot as the interface that can unify its diverse applications, including Dynamics 365 and ERP.
Smithson elaborated on how Copilot is now seamlessly integrated into Microsoft’s contact centre framework, characterising it as “the first contact centre that’s genuinely being constructed with generative AI from the ground up.”
“It’s an integral part of our strategy. It serves as a facilitator for users and a distinguishing factor, as it is not merely integrated with third-party systems… We already implement it in our own global customer care, and we’ve observed considerable enhancements in metrics such as net promoter score,” Smithson remarked.
For organisations like L&G, this signifies that agent assistance, sentiment analysis, and call summarisation are no longer additional features — they are inherently part of the platform. This represents the distinction between a static chatbot and a dynamic, data-driven agent network that learns and adapts over time.
