AI literacy for 3,000 employees
How HBX Group reached AI literacy
Employees trained
Completion rate within 6 weeks
From launch to company-wide rollout
About HBX Group
HBX Group is a leading global travel technology marketplace connecting travel suppliers and distribution partners through a network of innovative technology solutions. With around 3,000 employees and over €8 billion in annual travel bookings processed through its platform, HBX Group has been listed on the Spanish stock market since February 2025. Operating in more than 170 countries, the company continues to invest in innovation, data, and AI to drive efficiency and deliver value across the travel ecosystem.
Making AI a company-wide capability
When Microsoft Copilot became available across HBX Group, it marked a significant step in the company’s AI journey. Employees now had access to a secure AI assistant integrated into the tools they use every day.
The focus quickly shifted from access to adoption: helping teams understand how AI could enhance productivity, streamline everyday tasks and create new ways of working, while introducing the potential of agents and AI-powered workflows to support more complex, multi-step activities.
The challenge
HBX Group set out to bring its entire workforce up to speed on AI Literacy. It had to be practical, compliant and built around the tools HBX Group teams already used:
Practical: designed around Microsoft Copilot, the tool HBX Group teams use daily
Compliant: aligned with HBX Group's own responsible-AI framework and the EU AI Act
Sustainable: building skills that stick inside teams and translate into measurable impact
Generic online courses lacked Copilot-specific depth. Consultant-led programmes would not leave lasting capability inside the organisation. Building a curriculum in-house was not feasible within the timeframe HBX Group had set itself.
Our solution
HBX Group selected 9x to co-design and deliver a company-wide AI literacy track tailored to Microsoft Copilot and to HBX Group's specific business context.
AI Operator course for every employee
The AI Operator course was adapted specifically for HBX Group, combining a 6-week self-paced course followed by 8 live sessions delivered over an additional 6-week period. The agenda was shaped by employee survey insights collected up front, ensuring the content addressed the real questions and use cases coming from HBX Group's own teams.
Practical content in Microsoft Copilot
Every example was shown in Microsoft Copilot, reflecting the tools employees already used in their daily work. 9x re-recorded the demos in Copilot and added specific walkthroughs across Copilot Chat, Word, Excel, PowerPoint and Outlook.
Transferrable AI foundations
Beyond the practical use of Copilot, the programme built broader capabilities in prompt engineering, understanding how LLMs work and their limitations, and identifying and framing relevant AI use cases and workflows to enhance employees’ day-to-day work. These capabilities were intentionally tool-agnostic, enabling employees to apply the same principles across other AI solutions.
Fully aligned with HBX Group's governance and regulatory framework
The ethics module was rebuilt around HBX Group's responsible-AI framework, while the EU AI Act content was tailored to the regulatory environment HBX Group operates in. Both modules were reviewed and validated by HBX Group's Legal team, ensuring full alignment with internal governance standards.
Engagement tracked across the company
9x provided HBX Group with live reporting throughout the whole rollout: enrolment, progress and completion across all 3,000 employees. Instead of guessing how the programme was landing, the team could follow completion in real time, celebrate the teams pulling ahead, and focus their support where momentum was still building.
Certification built in
Every employee who completed the course earned an AI Operator certificate. Built into the programme from the start, it gave each participant a clear goal to reach and a credential worth sharing, turning completion into visible proof of HBX Group’s commitment to AI and a signal that kept momentum building inside the company.
Outcomes
The rollout gave HBX Group’s employees a shared foundation for using AI at work: a common vocabulary, a common way to use Copilot, and a certificate many posted publicly.
A common baseline at scale: one AI foundation for around 3,000 employees on the tools they use every day, with a 95% completion rate in six weeks.
Real proficiency, not just exposure: employees came away with the confidence and skills to put Microsoft Copilot to work across Chat, Word, Excel, PowerPoint and Outlook.
Compliance covered: the AI Operator course met HBX Group’s EU AI Act AI-literacy training requirements, giving the company documented proof its workforce was trained.
From literacy to building: the live sessions introduced employees to the potential of agents and AI-powered workflows through role-based showcases, demonstrating how AI could support multi-step activities, automate recurring tasks and enable new ways of working.
The programme also did what good literacy should: it surfaced the people ready to go further. Around 300 of the most engaged employees then joined a live workshop to build their first working AI agent in Copilot Studio – turning AI literacy into hands-on experimentation and demonstrating employees’ appetite to apply AI in their day-to-day work.
