TD SYNNEX rolls out Microsoft Copilot to key internal teams

The distribution powerhouse is exploring in-house and potentially customer use cases for the technology

As the channel continues to investigate the benefits and ROI of Microsoft Copilot, TD SYNNEX is the latest to make a big commitment to the technology, by rolling it out to several teams internally.

The distribution giant has launched a significant trial of Microsoft 365 Copilot across its UK operations, with licences now deployed in key teams including advanced solutions, sales, marketing, finance, human resources, and IT.

This builds on an initial pilot involving members of TD SYNNEX’s Microsoft team in the UK and Europe.

Training has been provided for all participating staff, and if the current deployments prove successful, TD SYNNEX plans to expand the rollout to all employees at its UK offices in Basingstoke, Bracknell, and Warrington.

TD SYNNEX has already embraced AI internally to support automation, improve processes, and enhance data-driven decision-making.

This latest project represents a broader push to integrate AI tools across the organisation.

In parallel, the distributor continues to ramp up its efforts to help partners capitalise on the AI opportunity.

David Watts, managing director UK&I, tells CRN that this next stage of the distie’s Copilot adoption is all about use cases and learning about the potential value-adds around the technology.

For TD SYNNEX, a lot of this value addition revolves around data services.

"One critical insight we’ve gained is that data governance and security need to be in place before deploying AI solutions, he says.

“Working closely with Microsoft, we ensured our data storage and policies were set up to safeguard sensitive information.

“It’s not just about preventing data breaches but also ensuring that Copilot doesn’t produce inaccurate or unintended results due to improper data handling.

“This is also a major concern for our customers—they may not be ready to deploy AI yet, but ensuring their data posture is sound is a vital first step."

Key among these initiatives is Destination AI, a comprehensive programme designed to guide partners through the process of developing AI solutions and taking them to market.

Structured as a four-stage journey, Destination AI supports partners through awareness and enablement phases, before equipping them for during sale and after sale activities.

A dedicated learning and development pathway for Microsoft 365 Copilot is included, with resources such as sales enablement training and the Copilot CloudLab Experience, an online tool that uses real-world applications and interactive content to demonstrate Copilot’s capabilities.

Earlier this year, TD SYNNEX also launched its AI Industry Ecosystem, a community initiative aimed at fostering collaboration between partners, ISVs, and vendors.

This ecosystem has already hosted its first showcase event, featuring contributions from IBM, Lenovo, NetApp, NVIDIA, and other members of the channel AI community.

"Selling AI isn’t just about the technology—it’s about the services and support around it. For example, small businesses often lack the resources to enable these tools independently, Watts adds.

“That’s where the value lies: in consulting, training, and helping customers align the technology with their needs. If done right, the added value of these services can far exceed the cost of the Copilot license itself.

“The same was true for cloud adoption, and now it’s essential for AI. Success comes from providing not just the tool but the tailored solutions and education that make it effective."