At Microsoft Build 2025, Orderfox’s Gieni AI drew attention as a reference integration for Microsoft’s new Model Context Protocol (MCP) within Copilot Studio. MCP enables AI agents to act autonomously, interact with other AI agents, and access external data sources – all within the Microsoft 365 environment.
Gieni AI, developed by Switzerland-based Orderfox, is designed to provide sector-specific market intelligence embedded in tools like Teams, Outlook, and Excel. Its presentation at Build 2025 reflects growing enterprise demand for artificial intelligence that can deliver precise, actionable information inside everyday workflows.
Microsoft’s choice to spotlight Gieni AI suggests that vertical AI systems built for specific industries and use cases will increasingly complement general-purpose AI. The integration provides an example of how enterprise software providers are addressing the challenge of fragmented and incomplete data sources.
Addressing Fragmented Data in Enterprise Workflows
Procurement, market research, and strategic planning functions often involve managing vast but poorly connected data sets. Traditional tools and research methods frequently require extensive manual effort, with limited integration into core enterprise systems.
By embedding Gieni AI within Microsoft Copilot, Orderfox aims to streamline this process. Gieni’s database reportedly includes over five million company profiles and analysis from more than 380 million web pages. The tool’s capabilities include semantic search, real-time answers to complex market questions, and rapid generation of tailored reports.
Timur Göreci, Chief Revenue Officer at Orderfox, said: “Our partnership with Microsoft brings unparalleled B2B market intelligence to Copilot users, streamlining research and delivering actionable insights in seconds, not weeks.”
Vertical AI Emerges as a Distinct Category
Vertical AI tools are designed for specific professional tasks, such as market analysis or procurement management, unlike general-purpose AI platforms that serve broad consumer and enterprise use cases. Industry analysts note that this focus on domain-specific applications is gaining traction.
According to Gartner, less than 10% of enterprise applications incorporated vertical AI in 2024, but this figure is expected to rise to 40% by 2027. Investment is increasing as organizations seek tools that can improve decision-making in areas such as market research, supplier evaluation, and regulatory monitoring.
For B2B users, Gieni AI’s integration means that questions such as “Which suppliers in India are ESG-compliant?” or “Who are the fastest-growing competitors in a given sector?” can be addressed quickly and with greater context than general AI platforms can offer.
Integrated Market Intelligence Inside Microsoft 365
The Orderfox–Microsoft collaboration also introduces features like the CRM Intelligence Booster, which enriches CRM platforms such as Microsoft Dynamics with current, verified company data. Interactive dashboards allow users to visualize market dynamics without leaving Microsoft 365 applications.
Derek Tanner, CEO of Orderfox, commented: “Relevant insights will always be available: well-founded, precise, and action-oriented, whether during meetings, writing an email, or planning strategy.”
The integration of Gieni AI with Microsoft Azure also enables scalability and global reach, allowing companies to incorporate Gieni’s analytics into their workflows without needing separate applications or platforms.
Implications for Decision-Making and Competitive Strategy
For enterprises working with large volumes of complex data, tools like Gieni AI offer a way to simplify decision-making and improve precision. Microsoft’s decision to feature Gieni AI at Build 2025 highlights the growing importance of vertical AI solutions that are embedded directly into productivity tools used by millions of professionals every day..
This partnership points to a bigger shift in how companies think about business intelligence. Instead of relying on static dashboards or separate reports, many now want tools that deliver insights instantly and right where they’re already working.
By serving as a reference case for MCP and showing how vertical AI can work in practice, Gieni AI’s presence at Microsoft Build 2025 shows how market intelligence is moving from a stand-alone task to something built directly into the tools employees use every day.
