Building AI-first cultures that last: a live discussion

All companies say they are adopting AI, but how many are targeting a lasting cultural shift that will deliver real results? On this week’s episode of Zero-Touch Live, Rakuten Symphony VP of business strategy Ahmad Farid joined CMO Geoff Hollingworth to discuss what it takes to make AI second nature inside an organization.

📺 Watch the full replay below now below.

How adoption becomes habit

Ahmad leads Rakuten Symphony’s internal AI adoption program, which is part of Rakuten Group’s broader, enterprise-wide AI push spanning more than 70 businesses and services. Rakuten Symphony’s dual role as both builder and bridge helps translate AI success across the Rakuten ecosystem.

When the program began within Rakuten Symphony, engagement sat around 30%. As teams saw AI improving everyday work like writing reports, generating proposals and automating testing, participation ultimately surged to nearly 100%.

“When AI is done right, it stops being a project and simply becomes how the company operates.”

Lessons in leadership and structure

Drawing inspiration from Rakuten’s earlier company-wide effort to reach English proficiency targets, Ahmad explained that lasting cultural change depends on visible, consistent leadership. Importantly, progress must be measurable and repeatable.

He and Geoff discussed several practical tactics that proved helpful in turning AI from a side project into part of the company’s DNA:

• Executives lead by example, not just endorsing AI usage but using it in their own daily work.
• AI goals are embedded in annual plans and reviews, keeping progress visible.
• Department champions reinforce adoption through all-hands meetings and community sharing.
• A safe space for experimentation helps employees learn, fail and improve without fear.

This mix of structure, transparency and trust turned what began as curiosity for some into a sustained, organization-wide habit.

That’s not to say the adoption initiative was without issues. In the interview Ahmad shares how initial trials with off-the-shelf tools proved unreliable and raised privacy concerns. He shares how this pushed Rakuten Symphony to develop its own domain-specific AI platforms, giving teams the transparency and control they needed.

What’s next

Ahmad sees the next evolution of adoption beginning to pair humans with small teams of AI agents that handle analysis, planning or execution. He emphasized the foundation must remain rooted in culture.

“AI transformation isn’t about technology, but belief. Once people see AI as a resource that amplifies potential, everything else falls into place.”

🎥 Watch the interview replay and be sure to check out Ahmad’s earlier Zero-Touch newsletter article for a deeper look at Rakuten Symphony’s AI-first journey.

‍