Leading in the Era of AI

AI has become one of the most urgent and exciting frontiers in business. As enterprise investments accelerate, every tech brand is fighting for a seat at the table. Microsoft needed to rise above the noise and assert a leadership position in the AI conversation.

In addition to its digital marketing efforts, Microsoft took a bold step forward with an exclusive, in-person executive event hosted at their flagship office. The goal was to bring AI to life through content, conversation, and real-world applications, targeting senior business leaders from high-priority accounts.

Our insights revealed a disconnect: while AI was high on the C-suite agenda, many leaders lacked the foundational literacy to act with confidence. Meanwhile, employees were already using AI at speed, creating compliance gaps and strategic misalignment. Microsoft saw an opportunity to bridge this divide by making AI both accessible and experiential.

The event kicked off with a keynote on responsible AI and economic growth, featuring a national government leader. This was followed by market insights from Accenture and a panel of CEOs sharing real-world AI transformation stories. Breakout workshops, hosted by partners like EY, PwC, BDO, and Accenture, provided tailored guidance based on industry and business maturity.

We wove AI into the experience itself. Guests were welcomed by a playlist of original, AI-composed music. At the golf swing simulator, AI-powered biomechanical analysis turned motion into actionable data. And attendees walked away with personalized swag: socks featuring their own portraits, style-transformed by an AI algorithm.

Visually, the space carried a unified theme. 3D-rendered cubes served as a metaphor for AI’s building blocks and were echoed throughout event signage, presentations, and giveaways.

To drive attendance, sales teams were equipped with call scripts, email templates, and LinkedIn messages tailored for time-starved senior executives. And to elevate thought leadership beyond the event, Microsoft’s PR agency secured earned media interviews to broaden the reach.

The event significantly outperformed benchmarks for registration, attendance, and lead generation. Attendance far exceeded Microsoft norms, with strong in-person turnout from high-value accounts.

The event generated broad media coverage and high-quality leads, while also serving as a relationship accelerator with executives already considering AI strategies.