What challenges did Carlsberg Group face before AI implementation?

Supply chain teams needed faster access to operational standards, compliance documentation, best practices, and training materials across many SharePoint libraries. A complete list of around 4,000 operational standards for a site had to be retrieved efficiently and without extraneous information.

What was the impact of the AI solution?

Tasks that previously took around 30 minutes can now be completed within seconds. The solution reduced time to query operational templates by about 99%. During testing it handled 200 queries from 10 testers with engagement above 90%. The planned launch targets over 10,000 ISC users.

Source

MicrosoftProductionEvidence: Medium65/100

Carlsberg Global Brain AI assistant for supply chain knowledge

Use case typePlanning automationUpdated Jun 14, 2026

Carlsberg built Global Brain, an LLM knowledge assistant for supply chain teams to query operational standards, compliance documentation, best practices, and training materials in natural language. The solution uses Microsoft Copilot Studio, Power Platform, Azure AI, Azure OpenAI Service, and SharePoint to provide governed search and actionable answers across Integrated Supply Chain operations.

Organization: Carlsberg Group
Industry: Manufacturing
Location: Denmark
Published: June 2026

Reported outcomes

200 queries

test queries handledAutomation & deflection

99%time to query operational templates reduction99.9%manual search time per task90%tester engagement rate

Strategic outcomes

Cost efficiencyEnabled faster access to standards and training contentScale & capacityPrepared rollout for more than 10,000 supply chain usersRisk & complianceCreated a production-ready, compliant AI assistant

Why do we believe this?Outcome claims, sources, and evidence checks

Normalized claim

Time to query operational templates reduction: 99%

Microsoft Customer StoryJun 14, 2026Customer storyExplicit claimMedium evidence strength

The program’s new Global Brain large language model (LLM) knowledge assistant reduces time to query operational templates by ~99% to ensure adoption and application of Carlsberg’s global standards for over 10,000 supply chain workers.

Normalized claim

Manual search time per task: 99.9%

Microsoft Customer StoryJun 14, 2026Customer storyInferred claimMedium evidence strength

Tasks that previously required around 30 minutes of manual searching across large SharePoint libraries can now be completed within seconds.

Normalized claim

Test queries handled: 200 queries

Microsoft Customer StoryJun 14, 2026Customer storyExplicit claimMedium evidence strength

During its testing phase, Global Brain handled 200 queries from 10 testers, achieving an engagement rate above 90%—strong proof of value and user trust.

Normalized claim

Tester engagement rate: 90%

Microsoft Customer StoryJun 14, 2026Customer storyExplicit claimMedium evidence strength

During its testing phase, Global Brain handled 200 queries from 10 testers, achieving an engagement rate above 90%—strong proof of value and user trust.

Why do we believe this deployment?Customer identity, provider attribution, maturity, and source checks

Customer: Carlsberg Group, Carlsberg
Provider: Microsoft
Maturity: Production
Linked source: Microsoft Customer Story

Carlsberg built Global Brain, an LLM knowledge assistant for supply chain teams to query operational standards, compliance documentation, best practices, and training materials in natural language

Customer identity supportedSource describes one deploymentMaturity supported

Primary read

Use case focus

Showing 1 of 1

1Planning automation

Supply chain teams needed faster access to operational standards, compliance documentation, best practices, and training materials across many SharePoint libraries.
A complete list of around 4,000 operational standards for a site had to be retrieved efficiently and without extraneous information.

Carlsberg partnered with Microsoft Unified to create Global Brain, a production-ready AI assistant for supply chain knowledge access.
Power Platform was used to configure the environment and Copilot Studio to create the AI assistant.
Azure AI and Azure OpenAI Service power natural language understanding and intelligent search over SharePoint content.
Users interact in natural language and provide feedback on answers.

Technologies

Copilot Studio Power Platform Azure OpenAI Azure AI SharePoint

Tasks that previously took around 30 minutes can now be completed within seconds.
The solution reduced time to query operational templates by about 99%.
During testing it handled 200 queries from 10 testers with engagement above 90%.
The planned launch targets over 10,000 ISC users.

Implementation partners1

Microsoft Unified

Sources & evidence1

Evidence: Medium65/100Evidence strength