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Microsoft set a path to foster a responsible and ethical approach to AI, and turned to The Spur Group for comprehensive content creation and GTM execution.

In his book Hit Refresh, Microsoft CEO Satya Nadella talks about his vision for Artificial Intelligence (AI), and how AI can be used responsibly to empower every person and organization to achieve more. But with the near-limitless possibilities of AI, many business leaders are searching for guidance on how exactly their organization can realize the benefits of AI.

Recognizing the need, the Microsoft AI marketing organization worked with The Spur Group to launch the innovative AI Business School, a master class series that empowers business leaders to attain meaningful results from AI. Based on internal experiences with AI transformation, Microsoft was looking to position itself as a thought leader, and to set industry standards for how AI can advance business practices and address far-reaching business problems. To achieve this goal, Microsoft turned to The Spur Group for strategic thought partnership, learning materials, content development, and program management support.

Working with a variety of teams within Microsoft and their business partners, The Spur Group helped create learning content and case studies on several topics, including guidance on how to define an AI strategy, foster an AI-ready culture, and implement AI responsibly. Across topics, we distilled complex AI-related concepts into informative, engaging, and impactful material geared toward business leaders. The material we built included executive Q&A videos, presentation decks, case studies across industries and business functions, and practical guides.

Our team also provided program management oversight across ten different work streams including go-to-market strategies, content creation, public relations and influencer campaigns, and subsidiary and Microsoft field engagement. Our launch support included the development and maintenance of an action item tracker, facilitation of meetings with key stakeholders on a consistent cadence and driving accountability into the overall process.  We’re confident that our management of the portfolio of deliverables allowed the Microsoft team to stay focused on their mission to provide AI leadership, empowerment and clear advantages to business leaders.

"Creating the AI Business School represented an opportunity for Microsoft to demonstrate thought leadership in a critically important emerging technology area. Being first to market with this type of offering, my team and I needed to deliver industry guidance to our customers in a comprehensive yet consumable way. The teams at The Spur Group were key drivers of our success in the launch by providing strategic advice, program management, and content creation.  They managed the launch of the AI Business School in a way that allowed me to focus on the strategic design and audience needs.” – Jaime Pereña, Director, Microsoft AI

Within the first three days after the Business School launch, our client reported over 67 million potential impressions on Twitter, 46 articles on various sites with over 3,900 shares, and nearly 32,000 unique visitors to the AI Business School site. The AI Business School continues to collect accolades and help business leaders across industries think about how they can innovate with AI.

“I couldn’t have asked for a better business partner and appreciate the strength and expertise they provided us at Microsoft.  We had a very successful outcome in large part to The Spur Group’s support and services.” – Jaime Pereña, Director, Microsoft AI

For us at The Spur Group, this is the kind of partnership we appreciate, and we look forward to serving all our clients in similar ways. Helping our clients succeed is how we measure our success. We’d like to thank Microsoft for the opportunity to work with them on this important project and congratulate them on an extremely successful launch of the AI Business School! Do take a close look at the master class, available online here, as we think all businesses could benefit from this material.

Interested in how The Spur Group could help you? Contact us to learn more.




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