BIO

Samantha Moore is a Director of Market Research at Microsoft, where she leads brand and campaign insights across the company’s global portfolio. Over the past decade, she has helped shape Microsoft’s brand strategy and translate audience understanding into highimpact creative and media decisions. Her current work focuses on how generative AI is transforming consumer behavior, expectations, and trust—and how brands can evolve in response. She is also pioneering new AIdriven measurement approaches that close the gap between business questions and customerpowered answers, enabling faster, more predictive, and more actionable insight for marketers and product teams.