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Establishing Microsoft as the go-to for AI

We built an interactive experience to help Microsoft democratize knowledge around AI.


With comprehensive tools and services, Microsoft has become a leader in the AI space. The next step? Bringing the rest of the world into the conversation. A large portion of top enterprises plan on increasing AI investments, but without the right frameworks and opportunities, this can be a daunting task. Indigo Slate stepped up to help Microsoft pivot their position to shepherd these organizations, giving them the insights and tactics they needed to succeed.

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brand, technology


To really bring other companies into the conversation, Microsoft needed to do more than put out white papers explaining how their own AI works or why it’s been successful. Instead, they needed to facilitate a true dialogue and let other businesses do the talking about how to best use AI. Indigo Slate consulted with 10 Microsoft partners across multiple industries to dive deeper into how AI can affect culture, business strategies, and accessibility, and then designed Best of Business AI 2021—an immersive, interactive site that invites business leaders to go behind the scenes for a deeper understanding of how top organizations maximize their use of AI.

The introductory page for the Best of Business AI site with the other modules displayed in order on the right


People are the key to success for AI projects—and Best of Business AI puts people at the forefront. From aerospace to snacks, Best of Business AI showcases the real-life stories of AI transformation across industries. Anyone looking to empower their business can collect direct insights from leading global organizations using AI to tackle some of the biggest challenges facing their industries. After exploring the overall strategies and reading through the in-depth case studies, Microsoft’s AI Business School and AI industry guides are a natural next step in the process of democratizing the knowledge that Microsoft and its partners have gained. The interactive Best of Business AI website provides a central location for anyone looking to start or deepen their journey into AI.

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A screenshot of an AI Story page on getting your organization ready for AI
A screenshot of an AI Story page on how to scale AI innovation
A screenshot of an AI Story page on the responsibility of AI


With roadmaps, quizzes, guides, deep-dive videos, and more, Best of Business AI has everything a business needs to become an AI-ready organization. Check out the website to see how we developed and designed a focal point for organizations looking to learn more about AI.


Executive Creative Director

Michael Bartley

Group Creative Director

Chris Elliott

Creative Director

Dan Vanderhei

Mid-Level Designer

Faith Hua


Brennan Commons

3D Artist

Brandon McFarland

Senior Account Director

Liz Fendell

Customer Success Manager

Andy Farnum

Project Manager

Makini Peterkin

Principal Technical Writer and Editor

Ben Sampson

Manager of Quality Assurance

Nicole Fourman