Kelly Soligon — VP of Consumer Digital Direct Sales, Microsoft
Published:
I’ve been really proud of the progress we’ve made, we’ve moved from more of a… a experimentation sidecar, if you will, to having personalization embedded across our customer journey… I like to say it’s more of our core capability now versus something that a few people worked on. Everyone is invested in personalization and we’re seeing the results from that as well.
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-ive-been-really-proud-of-the-progress-weve-made-weve-mov