Microsoft and Twilio Just Teamed Up — and It Validates Everything We’re Building at Ambassador

Today, Microsoft and Twilio announced a major multi-year strategic partnership that will reshape how brands engage with customers. The announcement includes:

• Twilio’s communications APIs being embedded deeper into Microsoft Azure
• Microsoft adopting Twilio Flex to power its next-generation Customer Engagement Platform
• A shared investment in Generative AI, leveraging Azure OpenAI Service inside Twilio’s CustomerAI
• Joint go-to-market motions, deeper product integrations, and long-term technical alignment

This partnership is more than just two tech giants collaborating. It’s a clear signal that AI-driven, signal-based customer engagement is no longer a futuristic concept—it’s the new competitive standard. At Ambassador, we’re not just aligned with this vision. We’re already delivering it.

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We’ve Already Built What Others Are Just Starting to Talk About

Ambassador has spent the past 18 months quietly developing and deploying what we call the Most Connected AI-Feedback Network in the World—a unified engagement system that listens, learns, and acts on customer feedback in real-time, across every channel. At the heart of this network is Hiro: our AI-powered assistant designed to capture, understand, and respond to customer sentiment the moment it surfaces. Hiro doesn’t just ask for feedback—it listens for emotional cues, identifies friction points, and triggers intelligent workflows that deepen trust and drive action. While Microsoft and Twilio are beginning to fuse communication tools with AI and infrastructure, we’ve built a platform that does more than talk to your customers—it connects with them.

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What the Microsoft–Twilio Deal Tells Us About the Future of Engagement

This partnership is a market-wide acknowledgment that the future of engagement is no longer about campaigns and channels—it’s about conversations, context, and connected feedback loops. Here’s what today’s news reveals—and how Ambassador is already leading the way:

1. AI is Becoming the Core of the Customer Experience Stack

Twilio will use Microsoft’s OpenAI models to power CustomerAI, bringing generative intelligence to Flex and its communication APIs. These capabilities aim to help brands understand intent, predict behavior, and personalize messaging at scale. With Hiro, we’ve gone even deeper. Our AI doesn’t just generate content—it reads tone, captures sentiment, and automatically triggers personalized actions based on real feedback. That includes sending rewards, launching email flows, requesting referrals, or escalating service issues—all without human intervention.

2. Feedback is the New Trigger

The partnership underscores the shift from static campaigns to feedback-driven engagement. Microsoft and Twilio are investing in real-time response systems powered by AI. Ambassador has been operating on this premise from day one. Our clients use Hiro to gather and act on feedback in the moment—not in surveys weeks later. This turns customer signals into loyalty, advocacy, and growth. Because when a customer speaks, the best brands respond with action, not just acknowledgement.

3. The Martech Stack is Collapsing into Intelligent Networks

By combining Azure’s infrastructure with Twilio’s APIs and Flex platform, Microsoft is moving away from point solutions and toward a more integrated ecosystem. That’s exactly what we’ve already built. The Ambassador Network connects referrals, loyalty incentives, email, SMS, WhatsApp, and behavioral triggers—all inside a single platform, powered by one intelligence layer. No messy handoffs. No duct-taped integrations. Just one engine built to listen and act across the entire customer journey.

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Why This Matters for Modern Brands

The Microsoft–Twilio partnership is validation for every brand that has already made the leap to AI-native customer engagement. And for those who haven’t yet—it’s a wake-up call. Modern customer relationships demand connected, real-time feedback systems, not just better email copy or chatbot scripts. That’s why we built the Ambassador platform to do things no other tool can:

• Trigger workflows based on emotion, tone, and timing
• Automate referrals and loyalty incentives directly from feedback
• Turn every interaction into a signal—and every signal into action
• Deploy these flows in days, without developers or data scientists

And we’ve done it in a way that’s accessible to mid-market teams and global enterprises alike—whether you’re running lean or scaling fast.

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Where the Industry is Heading, We’ve Already Arrived

For most of the market, today’s announcement marks the beginning of a long road toward connected, AI-driven engagement. For us, it’s confirmation that we’ve been on the right path—and that we’re miles ahead. Our mission is simple: To help brands listen deeply, respond intelligently, and grow authentically—using feedback as the engine of connection. With Hiro and the Most Connected AI-Feedback Network in the World, we’re delivering that future today.

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🔗 Learn more about how Ambassador and Hiro can power your next era of engagement Explore the Platform →