• by Laurie Sullivan , 3 hours ago

Microsoft CEO Satya Nadella continues to push company executives to adopt and adapt to a culture of artificial intelligence (AI) -- or leave. 

Nadella believes it is time to move on from solely thinking about software and embracing new strategies based in AI. He has been pressuring high-profile executives and teams to "work faster and leaner,” according to Business Insider.

These strategies aim to reshape the way the company builds and funds its products. 

The mandate has trickled down to Microsoft Advertising. Navah Hopkins, Microsoft Advertising Liaison, has been continually writing posts almost daily published on the company’s business social media site LinkedIn, about all types of AI services that the advertising team offers. 

Her most recent articles delve into Microsoft Advertising email AI-based features and a list of ad features from linking Google Ads to Microsoft Advertising accounts to larger campaigns with bigger budgets. 

“Microsoft needs at least 30 conversions in a 30 day period for Autobidding to perform reliably,” Hopkins wrote on LinkedIn. “If you have lots of campaigns targeting different locations or times, you may want to consolidate into larger campaigns with bigger budgets and more ad groups. This is because Microsoft allows for ad group level location targeting and ad scheduling.”

Microsoft has shifted its focus solely from software development to intelligence, integration and AI. 

Some Microsoft executives are having a difficult time adjusting to the change. One Microsoft executive, who spoke to Business Insider on conditions of anonymity, indicated "Satya is pushing on intensity and urgency." 

A top Microsoft engineer wrote in a LinkedIn that his team is working on a research project. 

“We are building tech to make migration from language to language possible,” Galen Hunt, Microsoft distinguished engineer, wrote in a LinkedIn post. Much of the project is embedded in AI. 

He added that the purpose of the post was “to find like-minded engineers to join us on the next stage of this multi-year endeavor — not to set a new strategy for Windows 11+ or to imply that Rust is an endpoint.”