Hinkel: AI Integration Key to Unlocking Business Potential

Catrin Hinkel, CEO of Microsoft Switzerland, emphasizes that AI is no longer just about access to technology but rather its integration into everyday work and core business processes. In an interview with Focus, she highlights how companies can deliver their greatest benefit when they use AI in a way that complements human skills.

Hinkel stresses that simply automating existing processes is not enough; instead, businesses should rethink how people and AI collaborate to achieve greater value. This approach enables employees to focus on creative, analytical, and high-value tasks while handing off routine responsibilities to AI systems.

According to Hinkel, human judgment, critical thinking, and clear governance remain crucial in this new landscape, where 84 percent of Swiss AI users view AI outputs as a starting point rather than the final answer. To successfully integrate AI into their operations, companies need to prioritize trust, digital sovereignty, and skills.

Hinkel notes that Switzerland has a high level of AI adoption and sees great potential in its innovation landscape, particularly in French-speaking Switzerland (Romandie). However, for businesses to create measurable value from AI adoption, they require not only a modern cloud and data foundation but also clear leadership, a culture of learning, and the willingness to fundamentally reorganize their work.