A successful AI pilot is only the beginning. For large organisations, the real challenge is scaling AI across teams, integrating it with existing systems and ensuring it delivers measurable business value.
Moving from experimentation to everyday use requires clear ownership, effective governance and processes that people can trust.
The Best Application of AI in a Large Enterprise award Sponsored by Microsoft Ireland recognises four organisations tackling these challenges: Mark Anthony Brands International, Musgrave Group, Novartis Ireland and Unum.
Their projects demonstrate how AI is being applied across marketing, retail, healthcare and insurance, highlighting different approaches to enterprise-wide adoption.
Meet the Finalists
Mark Anthony Brands International integrates governed generative AI into its Content Factory to support creative production across its brands. The programme combines content generation, predictive analysis and oversight, helping teams develop, test and deliver marketing assets more efficiently.
Musgrave’s AI and Automation Factory supports responsible adoption across its retail businesses. Combining automation, Microsoft Copilot, staff training and internally developed AI products, the programme establishes governance and delivery practices that help teams apply technology to everyday operational needs.
Novartis developed an AI-powered Survey Intelligence Platform to turn clinical trial feasibility surveys into usable insights. Combining structured data modelling with generative AI, it helps clinical teams review information, support site selection and make informed trial-planning decisions.
unum’s Small Market Big Bet connects legacy insurance systems through multi-agent orchestration, supporting quoting, onboarding, enrolment and administration. Developed with its Irish technology team, the programme streamlines customer journeys and helps teams manage complex insurance processes more efficiently.
What does it take to scale AI successfully?
While the four finalists operate in different industries, their projects highlight several important considerations for organisations looking to move beyond AI experimentation.
1. Focus on business outcomes, not just productivity
Generating content faster or automating individual tasks does not automatically translate into business value.
Organisations need to measure the quality of outputs, the time required for human review and the overall impact on operations.
For example, a marketing AI platform should be assessed on the number of approved, usable assets it produces, rather than simply the volume of content generated.
2. Make AI adoption repeatable across teams
An AI pilot may work well when supported by a small group of experienced employees. Scaling that success requires clear processes, training and ongoing support.
Before expanding a solution, organisations should consider whether another team can use it effectively without relying on the original project developers.
Building internal capability is just as important as selecting the right technology.
3. Keep human oversight and accountability
AI can help organisations analyse large volumes of information, identify patterns and support decision-making.
However, employees must be able to understand where insights come from, check the underlying evidence and recognise when information is incomplete or unreliable.
This is particularly important in regulated sectors such as healthcare, financial services and insurance, where decisions can have significant consequences.
4. Plan for integration and operational resilience
Many large organisations rely on established technology platforms that cannot easily be replaced.
AI solutions must therefore work alongside existing systems, data sources and business processes.
Leaders should consider what happens when information is missing, systems become unavailable or automated actions fail. Clear approval boundaries, monitoring and recovery procedures are essential for reliable deployment.
Applying the 5Ps to enterprise AI
A useful framework for evaluating AI adoption is the 5Ps, which encourages organisations to consider the wider business implications of introducing new technology.
People: Who owns the AI initiative and what skills and support do employees need?
Process: Which workflows will change and where should human oversight remain?
Platforms: How will AI integrate with existing systems and infrastructure?
Proprietary Data: Is the organisation’s data accurate, secure and accessible to authorised users?
Products & Services: How will AI improve outcomes for customers, employees or the wider business?
By considering these five areas together, organisations can develop a more coordinated approach to AI adoption rather than introducing isolated tools.
Success should be measured against clear objectives, including efficiency, accuracy, operating costs, employee adoption and customer outcomes.
Recognising enterprise AI innovation in Ireland
The Best Application of AI in a Large Enterprise finalists demonstrate the range of AI innovation taking place across established organisations.
From transforming marketing operations and supporting clinical trial planning to modernising insurance workflows and embedding AI across retail businesses, these projects illustrate how AI is moving into core enterprise operations.
They also reinforce an important lesson: scaling AI is not simply a technology challenge. It requires the right combination of people, processes, data, governance and business priorities.
Join us at the Irish AI Awards 2026
Join us on Tuesday, 17 November 2026, at the Radisson Blu Royal Hotel, Golden Lane, Dublin, as we celebrate Ireland’s AI community’s outstanding achievements and reveal this year’s winners.
Tickets are available now. Secure your place and join us for an event celebrating the people, organisations and innovations shaping the future of artificial intelligence in Ireland.
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