UK financial services provider Legal & General (L&G) is working with Microsoft to build an AI-powered customer service platform.
The new system will use Dynamics 365 Contact Center to help employees provide faster and smoother assistance to L&G’s 12.4 million customers.
The platform, which will be integrated with Microsoft’s Copilot AI assistant, will give customer service teams a complete, real-time view of each customer’s relationship with the business. The first phase will focus on customers who have workplace savings, retail protection, and annuities, with additional product lines to follow.
The move aims to simplify the service experience. Dynamics 365 Contact Center will analyze conversations with customers, highlight useful tools to support the conversation, suggest relevant next steps, and prompt outreach across customers’ preferred channels. The system is designed to reduce complexity for employees by consolidating multiple tools and minimizing the need to transfer calls.
The platform will also analyze tone and sentiment during calls, helping employees spot and respond to customer vulnerabilities more effectively — a critical step for a business managing complex products like pensions and insurance.
Copilot will support frontline teams with administrative tasks, including transcription and case summaries, freeing up agents to focus on interacting with customers rather than data entry.
The agreement with Microsoft is part of a broader process at L&G to use technology to transform its customer service interactions, Laura Mason, Chief Executive Officer, Retail at L&G, said.
We recently launched the first fully digitized claims process, cutting average claim times by nearly two weeks, while our pensions app is the highest rated among peers, using digital tools to help people take control of their savings.
This new collaboration takes that ambition further, using AI to raise the bar while ensuring our teams can tailor support for customers who need us most.
Part of Microsoft’s Larger CX Vision
The agreement also reflects Microsoft’s expanding vision for AI-led customer engagement, positioning Copilot as the user interface for enterprise AI and connecting it across business applications.
As Rob Smithson, AI Business Processes Lead at Microsoft, told CX Today at Microsoft’s AI Day, the tech giant sees Copilot as the user interface that can bring together its different apps, including Dynamics 365 and ERP.
Smithson detailed how Copilot is now embedded directly into Microsoft’s contact center architecture, describing it as “the first contact center that’s actually being built with generative AI from the ground up.”
“It’s very much part of our strategy. It’s very much an enabler for users and a differentiator, because it’s not something that’s integrated with third-party systems… We already use it ourselves in our own customer care across the world, and we’ve seen significant improvement of things like net promoter score,” Smithson added.
For organizations like L&G, that means agent assistance, sentiment analysis, and call summarization are no longer bolt-ons — they’re baked into the platform. It’s the difference between having a static chatbot and a dynamic, data-driven agent network that learns and evolves over time.
The collaboration with L&G “is a great example of how AI can empower employees, streamline operations, and help organizations better serve their customers,” according to Darren Hardman, CEO, Microsoft UK & Ireland.
By combining L&G Retail’s vision for customer experience with Microsoft’s AI and cloud technologies, we’re enabling teams to deliver more personalized, efficient, and secure support at scale.
L&G’s investment builds on Microsoft’s broader enterprise AI ecosystem, which has seen similar deployments in the public sector — such as HMRC and Westminster City Council.
For Microsoft, this is the blueprint of an “agent-led, human-directed enterprise,” where digital agents handle complexity behind the scenes, allowing human agents to focus on empathy, problem-solving, and proactive engagement.
As Smithson put it, “the biggest frustration for customers is when they call up and the company doesn’t know them, doesn’t know the context behind their business or why they’re calling. And this gives them the opportunity to do that very quickly, with very rich data from multiple different sources.”
That principle now sits at the heart of L&G’s collaboration with Microsoft, bringing together people, processes, and AI to create a customer experience that’s not just more efficient, but more human.
