"We are entering a stage whereby we will have intelligence on tap."
Ha Cole, Chief AI Officer for Microsoft Elevate in Europe, describes a fundamental shift happening right now across the charity sector. At TechSmart 2025 (23rd September), she'll be exploring how organisations are harnessing this transformation to amplify their mission impact whilst navigating the practical challenges of digital change.
"With AI nowadays, intelligence is more abundant, available 24/7, much more affordable and accessible by everybody."
When Ha Cole joined Microsoft Elevate as Chief AI Officer for Europe, she brought more than technical expertise. As a former refugee from Vietnam with family members facing neurodiversity and mental health challenges, she understands firsthand the vital work charities do for disadvantaged communities.
"Microsoft Elevate feels a bit like home," Cole explains. "We're a global business unit created to help people and organisations thrive in the space of AI, with a unique focus on nonprofits, schools and colleges."
Intelligence on tap: the AI revolution for charities
This shift is already delivering tangible impact across the charity sector. Cole shares how Age UK's friendship helpline now uses AI to transcribe calls and identify the potential exploitation of older people, saving thousands of staff hours annually. Meanwhile, the British Heart Foundation increased income by over £1 million and gift aid by £500,000 through AI-powered pricing and classification of donated goods.
"With digital, we can do things better, cheaper, and have much wider reach," Cole explains. "But when you overlay that with AI, it's even better."
The transformation goes beyond efficiency gains. AI is democratising access to capabilities that were previously only available to well-resourced organisations, levelling the playing field for smaller charities whilst amplifying the impact potential for larger ones.
Mission-driven transformation
At TechSmart's digital transformation panel, Cole will explore how organisations can navigate change whilst staying true to their mission. Her approach centres on four pillars: empowering employees and volunteers, engaging donors and supporters, optimising processes, and transforming operations.
Cole advocates for what she calls "no regret" strategies: "Get everybody on the journey. Enable everybody to leverage AI in everyday work. The people closest to the process are in a great place to innovate."
Microsoft Elevate: tech for good
Microsoft Elevate represents a shift in how tech giants approach social impact. Unlike traditional corporate social responsibility programmes, Elevate operates as a distinct business unit where profits stay within the division to fund further charitable work.
"In the next two years, we aim to train 20 million people globally on AI," Cole reveals. "Everybody who works in Microsoft Elevate wants to work here because we want to do social good."
Recently, they partnered with three charities to create a non-profit AI playbook aka.ms/Nonprofit-Copilot-Agent-Playbook, freely available to any organisation wanting to start their AI journey.
The charity sector's innovation advantage
Despite funding pressures, Cole sees the charity sector as uniquely positioned for AI adoption. "Small charities may have the advantage of simpler processes and therefore are well-positioned to adopt AI more quickly," she observes.
She points to the sector's innovation heritage: "The charity sector has a long history of innovation. Social housing, peer funding, microfinance - they all come from the sector."
Getting started: practical first steps
For organisations beginning their AI journey, Cole's advice is refreshingly straightforward: "Get started and get started with intensity and pace. If you use Microsoft tooling, then Copilot Chat is free with enterprise-grade security and privacy."
The key is maintaining mission focus: "It's easy to get distracted by really shiny tools. But if you're focused on the mission and the benefit to your employees, volunteers, and supporters, you can't go wrong."
Join the conversation at TechSmart
This year's TechSmart brings together leading voices on AI and digital transformation across the charity, public and private sectors. From practical workshops on implementing AI tools to strategic sessions on data ethics and digital leadership, the programme addresses both the opportunities and challenges facing mission-driven organisations.
Cole will join a cross-sector panel exploring digital transformation journeys, where speakers from diverse backgrounds will share lived experiences gathered through years of transformation work. Delegates can expect practical insights, honest discussions about challenges, and fresh perspectives on making technology work for mission impact.
"I'm expecting energy from colleagues despite the difficult challenges we face daily," Cole says of the event. "I'm expecting to walk out feeling like we collectively are helping the sector not just sustain, but actually thrive."
Hear Ha Cole live on our keynote panel at TechSmart Digital journeys, different destinations: Cross-sector views on digital change.
Find out more about Microsoft Elevate: microsoft.com/en-us/elevate
