Kelly Soligon — VP of Consumer Digital Direct Sales, Microsoft
Published:
I truly believe that shopping in the future is going to be agent driven or influenced to some extent… these AI agents… are great new traffic sources for us… for me, I’m really thinking about what do I need to do with APIs? What do I need to do with my data to make it discoverable? … just sitting back and waiting, I don’t think as an e-commerce leader, you can do that.
What does Kelly Soligon say on The Agile Brand with Greg Kihlström?
Kelly Soligon, VP of Consumer Digital Direct Sales, Microsoft, says: Kelly Soligon, VP of Consumer Digital Direct Sales at Microsoft, describes how Microsoft moved personalization from an experimental 'sidecar' to an embedded, always-on capability by focusing AI on high-value customer moments. She explains using AI to surface and prioritize high-quality customer feedback at scale, offers a three-part framework for deploying customer-facing AI agents (clear intent, data governance, human oversight), and urges e-commerce leaders to prepare for agent-driven discoverability and transactions.
From: The Agile Brand with Greg Kihlström
Cite as: Kelly Soligon. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/kelly-soligon-i-truly-believe-that-shopping-in-the-future-is-going-to-be-a