We’re constantly tracking how the digital landscape is being adapted by emerging technologies, particularly when it leads to a drive in impact for both brands and consumers.
We tuned in to Microsoft Build 2025 virtually to do just that – read on to find out our key takeaways.
This year’s opening keynote did not disappoint, led by Microsoft CEO, Satya Nadella, alongside the wider Microsoft leadership team. The session made one thing paramount – AI is no longer an add-on; it’s foundational.
The keynote’s message was clear: the future is agentic, contextual and orchestrated. That aligns perfectly with where we’re heading – operationalising intelligence to remove admin, close feedback loops, and give our team and clients more time to focus on value. Microsoft is taking its technology to a whole new level and it really is an exciting time to be on this journey with them.
Emma Corbett, Partner Development Director, Salocin Group
AI agents are becoming autonomous co-workers
GitHub Copilot – from assistant to autonomous
GitHub Copilot is developing into a fully autonomous agent. It can take on tasks, such as fixing bugs and maintaining code, and on top of this it can even develop new features on its own. This shows a major increase in both productivity and cost efficiency, ideal for brands relying on custom development.
OpenAI Codex redefines development
Sam Altman, CEO of OpenAI, introduced the new version of Codex – an AI companion that in real-time helps write, test and debug code. This is further progression towards ‘fluid workflows’, where the level of friction in digital product delivery is significantly reduced.
AI embedded across Microsoft’s core ecosystem
Windows AI foundry unlocks local AI
Windows AI was launched by Microsoft to enhance the AI capabilities to local development environments. This means AI is more accessible to smaller teams – those building on-device or on-edge (as well as cloud-native) solutions.
Microsoft 365 gets smarter and more collaborative
The Microsoft 365 updates mean everyday productivity tools are a lot more context aware, particularly around Copilot tuning and orchestrating. This means businesses can take on multiple AI agents to handle tasks across Teams, Excel and Outlook etc., all at the same time. This shows a glimpse into hyper-productivity, powered by AI.
NLWeb: browsing through conversation
Microsoft introduced NLWeb, a protocol designed to make web interactions more conversational. Think voice- or chat-driven web navigation – something brand and UX strategists should consider in future customer journey planning.
Azure AI foundry expands – more models, more power
The model library belonging to Azure has expanded to more than 1,900 models. This includes new integrations such as Grok 3 – developed by xAI. This is ideal for organisations that want to tailor the solutions around their own data and IP – the models offer increased flexibility.
Copilot Tuning for enterprise use
Microsoft’s Copilot Tuning feature means businesses can now integrate Copilot into their own workflows, documents and brand language – perfect for digital teams managing campaigns, customer data and internal operations.
New tools for developers
Windows Subsystem for Linux goes open source
WSL becoming open source reflects Microsoft’s commitment to developer transparency. For tech teams and partners, this opens new customisation and cross-platform development opportunities.
AI for scientific research
AI’s role beyond enterprise has been demonstrated by the launch of Microsoft Discovery. This has allowed for scientific and healthcare research, with sped up data analysis. This might also soon play a role within insight generation across different sectors.
AI for good, in action
The event’s aim wasn’t just to mention new features or product releases; it was also about amplifying impact. For us, there were three key highlights that stood out:
- Healthcare: AI agents help doctors prepare for oncology case reviews, streamlining cancer care decisions
- Climate: The UK Met Office is utilising Azure’s supercomputing power to boost weather forecasting accuracy
- Education: In Peru, educators are using Microsoft 365 Copilot Chat to support digital learning at scale
These are more than just case studies, they’re confirmation that when used carefully, AI can deliver meaningful outcomes.
What this means for brands and digital experience teams
For the clients and partners of Salocin Group, the message is clear – AI native systems are not coming soon, they’re already here. It’s just a case of how quickly and effectively we can embed them into customer experiences, data strategies and creative workflows.
Whether you’re looking to transform how you go-to-market, personalise at scale or simply reduce operational drag, Microsoft Build 2025 shows the tech is ready. The question is, are you? If not, that’s no issue, this is exactly where we come in. Get in touch, we’d be happy to help you.
