Microsoft CTO Simon Crownshaw on AI, sport as a crucible for innovation, and how he picks sponsorship deals

Simon Crownshaw is Microsoft’s international factotum: Worldwide Director for Media & Entertainment, CTO, and AI evangelist, he is also the key to the sports and entertainment marketing arsenal at Microsoft.

He joins James Emmett to discuss how artificial intelligence is transforming the sports industry, from content creation and production workflows to fan engagement and the future of media itself.

Simon's career has taken him from Disney, Pixar and Industrial Light & Magic to Microsoft, where he now helps shape the company's work with organisations including the Premier League, the NFL and Formula One. He’s one of only a handful of execs at the technology giant who has the company’s corporate blessing to speak publicly.

The conversation explores the rise of AI-native generations, the shift towards voice-first interaction, and Simon's belief that we're on the cusp of an entirely new medium that could redefine how fans consume, experience and participate in sport.