Microsoft GM of Global Advertising: AI-driven personalisation will fundamentally reshape CX

2 min read

In this VISION by Protiviti interview, Protiviti director Greg Hunter sits down with Carol Phillips Hutchinson, General Manager of Global Advertising at Microsoft, to discuss her more than 30 years at the firm leading a creative team that develops and articulates the overall advertising strategy worldwide, including AI-driven personalisation that will completely reshape the overall customer experience.

Topics

Technology Enablement

In brief

“We really look to lean into AI and other technologies to really help us move faster and scale.”

“Our ability to really connect marketing with product now has increased substantially and it’s kind of a virtual feedback loop to really help us develop better products for our customer needs.”

“Having leadership that does believe in marketing and does believe in the value of brand building is really paramount to the success of, I think, any marketing team.”

In this interview:

1:25 – The evolution of customers at Microsoft

4:21 – Technology and pace of change challenges

10:10 – Balancing brand and product

13:24 – The next challenge for leaders

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