Case Study
Microsoft
Defining the cultural meaning of AI
The Challenge
To shape the experience, functionality and future possibilities of AI for Microsoft amid a rapidly shifting context. Gaining a deep understanding of culture to develop AI that delivers positive impact.
Approach
Developing an insight ecosystem, combining cultural and semiotic analysis, media analytics and trackers, future frameworks, an expert community and a network of changemakers.
Drawing on this dynamically, flexing it to respond to an evolving set of challenges.
The Cultural Unlock
Understanding AI in a human and cultural context. This approach is critical to delivering the promise of AI: always seeking the human and cultural ‘why’ behind the technological ‘what’.
Impact
01
Bringing a cultural and semiotic lens to a fast-moving space, in an agile, actionable way.
02
Putting human meaning at the heart of technological advancement to impact Microsoft’s approach to strategic brand positioning, product features and communication.
“It is critical to understand the stories culture has told, and continues to build. The meaning that AI has in their lives. And we work with Space Doctors to understand that context. When an area is still emerging, semiotics and cultural understanding provide a map for that area.”
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