Kelly Soligon — VP of Consumer Digital Direct Sales, Microsoft
Published:
We get over 4 million pieces of feedback from customers annually… we’re using AI to help us identify high quality feedback and then quickly take action on it to improve our customer experience… Our AI model picks that up and puts it at the top of the list for our analysts to look into further. We then married that with what we call basically high-value engagement actions.
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-we-get-over-4-million-pieces-of-feedback-from-customers-annu