How Microsoft is using AI for measurement for its own comms

From hindsight to foresight.

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How Microsoft uses AI

Microsoft is running at the head of the AI craze. From its partnership with OpenAI to its Copilot tool to Azure AI and more, the tech giant is putting out new tools by the day to help people and organizations take advantage of generative AI.

But how is Microsoft’s own communications team using AI in their day-to-day work?

We got a bit of insight during PR Daily’s recent Public Affairs & Speechwriting Virtual Conference, when Microsoft VP of Public Affairs Brent Colburn revealed several ways his own department is using AI, from measurement to media relations.

Using AI for measurement

“Traditionally, we’re really good at hindsight in communications,” Colburn noted in his presentation, calling this kind of measurement “hindsight.” And AI can make that hindsight part of measurement even faster and more effective. AI can quickly generate clip reports that don’t merely show you all media you’ve generated, but more personalized reports that show all pieces from a trade journal, for instance, or from a specific geographic location.

Colburn also sees a great opportunity for what he calls insight: real-time information that can help us respond in the moment.

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