Fujitsu is revolutionizing sales efficiency with Azure AI Agent Service

Streamlining sales operations to focus on high-value activities

Fujitsu, a Japan-based global leader in information and communication technology (ICT), continues to push innovation to enhance productivity and operational efficiency. Addressing inefficiencies in its sales processes, Fujitsu targeted automating the time-intensive task of generating sales proposals.

Proposal creation demanded significant time, limiting sales teams from engaging in high-value activities like strategic planning, building customer relationships, and tailoring solutions to clients’ needs. New salespeople struggled to navigate Fujitsu’s extensive product portfolio and access dispersed expertise. Both new and seasoned staff faced challenges in identifying current data sources, calibrating and consolidating them from across Fujitsu’s vast infrastructure, and creating accurate, client-specific proposals.

To address these challenges, Fujitsu developed an AI-powered solution to automate repetitive tasks, enabling sales teams to shift focus to more strategic, customer-centric efforts.

Leveraging Azure AI Agent Service for intelligent automation

Building on its long-standing partnership with Microsoft, Fujitsu used Azure AI Agent Service within Azure AI Foundry to develop an intelligent, scalable AI agent for sales automation. Led by Hirotaka Ito, Lead engineer of AI, Digital System Platform Unit, Fujitsu, the project leveraged Microsoft’s platform-as-a-service (PaaS) capabilities to ensure seamless integration into Fujitsu’s existing workflows, enabling the agent to handle foundational proposal tasks that previously required grinding hours of effort by teams.

The AI-driven agent interprets user inputs, integrates data from multiple sources, and produces precise, up-to-date proposals in a fraction of the time. At the solution’s core is Fujitsu Kozuchi Composite AI, powered by Semantic Kernel, a tool that orchestrates multiple specialized AI agents. These agents dynamically retrieve and synthesize knowledge from scattered internal sources, ensuring proposals are tailored and data-driven.

“Conventional generative AI, conversational AI, and retrieval-automation generation (RAG) systems alone didn’t meet our needs,” says Ito-san. “We are using Microsoft’s Semantic Kernel and Azure AI Agent Service to orchestrate multiple specialized AI agents and an orchestrator AI to coordinate them to answer questions as a team,” he adds.

Azure AI Agent Service also simplified integration with tools like Azure AI Search, streamlining knowledge retrieval and organization. “The particularly useful aspect was the ease of integration between Azure AI Agent Service and Azure AI Search—it saved us time, and the implementation was very easy from the Azure portal,” notes Ito-san.

Beyond generating proposals, the AI agent serves as a knowledge retrieval system, providing new hires with detailed product information and strategic guidance. 

During the proof-of-concept phase, Fujitsu refined the AI agent using feedback from sales teams, optimizing usability before full deployment. Fujitsu AI tools including the AI agent empowers around 38,000 users. 

Delivering impact and shaping the future of AI at Fujitsu

The launch of the agent has yielded measurable results. Sales proposal creation is now 67% more productive, saving countless hours that can be redirected toward customer engagement and strategic planning. Sales teams have praised the tool for addressing knowledge gaps and allowing them to build stronger customer relationships.

Looking ahead, Fujitsu plans to expand use of this and other AI agents to address broader organizational challenges, including automating strategic planning, improving customer interaction, and enhancing knowledge sharing. Future iterations aim to optimize collaboration among AI agents and tackle more complex tasks. 

“In the future, we expect AI to not just assist with tasks but also generate strategies and proposals,” Ito-san says. Fujitsu envisions AI as a transformative tool to empower employees and enhance productivity. “AI will support our customers’ needs more effectively by handling tasks and developing strategies, making employees more efficient, and enabling innovation at a level previously unattainable,” he adds. 

The learnings from this internally-facing project are also adding valuable guidance to other AI-based initiatives at Fujitsu. Its principles and development are adding insight to the company's ongoing initiatives like Fujitsu Kozuchi and its Composite AI platform, a set of secure, reliable AI services Fujitsu's customers are using to enhance connectivity across an enterprise's tools and improve productivity and processes for employees. 

Similar in ambition to Ito-san's sales agent, “Composite AI understands user requests by natural language input and selects the best AI technologies from our environment to create efficient solutions,” explains Hiro Kobashi, Research Director at Fujitsu Research of America. 

Fujitsu's teams are exploring how Azure AI Agent Service might enhance and expand the capabilities and scale of Composite AI in use by many of Fujitsu's customers. Ito notes that Azure AI Agent Service’s modular design and orchestration features could further expand the capabilities of these tools. 

By leveraging Microsoft Azure’s infrastructure and innovative tools, Fujitsu has not only improved its sales efficiency but also laid the groundwork for broader AI-driven transformation. This partnership demonstrates how AI automation can empower teams, optimize operations, and create value for customers both within and beyond Fujitsu.

Find out more about Microsoft Azure AI Agent Service.