Microsoft Advertising Accelerate 2025

The weeklong event welcomed customers, partners, and employees from around the world to talk with Microsoft about the transformation of audience engagement.

Generative AI changes the way that we engage and navigate between multiple web pages or apps through the use of conversational interfaces like chatbots and, increasingly, agents, providing a more conversational experience.

This shift opens new possibilities for advertising. The use of natural language can unlock easier exchanges between consumers, brands, publishers and ad platforms, underpinned by secure and privacy-compliant methods. Microsoft anticipates that brands will soon have their own AI agents, which are essentially software programs that can quickly perform tasks and make decisions.

I was assigned to cover the photography of the event throughout the week. This included photographing the venue and branding, capturing images of speakers on the plenary stage, panel discussions and activities, executive portraits, evening event photography, and providing social media updates throughout the conference. I will be sharing some of the photography throughout this week.

Whilst the event was set against an incredible backdrop in an amazing part of the world, and delivered with style along with innovational content, it was not without a herculean effort by all those involved. The seamless orchestration of activities, coordination of international guests, and execution of various sessions required meticulous planning and unwavering dedication. The success of the event was a testament to @alisonfarmer and the team she assembled. Technology may be reshaping audience engagement, but creativity and the human touch remains as relevant as ever.

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