More than the weather: How search is evolving with the help of AI | Mumbrella360 video

In this video from June's Mumbrella360, Christi Olson, head of evangelism for search at Microsoft, flew in from the company’s HQ in Redmond, Washington, to lift the lid on the current and future trends of AI and how it is evolving marketing as we know it.

“I want you to get rid of the world ‘artificial’, when we think about the definition [of AI]. I want you to think about the word ‘intelligence’. What intelligence has to offer,” says Microsoft’s Christi Olson in this session from Mumbrella360.

Search is evolving at a staggering pace, rapidly changing the way that brands advertise their products and audiences consume brand messages, explains Olson.

Towards the end of the session, Olson is asked about how voice can move beyond simple tasks such as playing music and reading the weather, and actually become a tool for brands to commercialise.

“A lot of it comes down to making sure that brands are making their customers aware of the tools, the technology and how to use it, and what they can do with it,” Olson answers. “There’s a handful of really cool apps and bots out there that people can use today… brands have to make their customer aware.”


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