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Accelerating AI Innovation with Microsoft’s Co-Innovation Lab

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Emotions, AI, and Business Insights: A Look Inside The Real Feel

Accelerating AI Innovation with Microsoft’s Co-Innovation Lab

Microsoft’s Co-Innovation Lab enables companies—from startups to Fortune 500 enterprises—to collaborate with Microsoft technology experts to fast-track their AI initiatives. The Real Feel partnered with the Co-Innovation Lab, spending months refining our AI capabilities to improve and add more value to the “why” and “what does this mean” when understanding human emotions. This collaboration culminated in a week-long Rapid Prototyping Engagement in November 2024, focused on generative AI applications for our sentiment platform.

Our primary use case centered on developing a semantic data orchestration system designed to enhance survey data analysis by refining initial sentiment outputs with existing responses and contextually adapting sentiment insights for diverse user audiences, such as marketers, financial analysts, and government agencies. By leveraging natural language inputs, API calls, and function calling, the system dynamically retrieved data from multiple sources to deliver improved summaries and unique, actionable insights.

A simple example can be seen in the before and after prompt we targeted:

As we worked on these use cases, key innovations included:

Agent-like role assignment strategies: Using Azure OpenAI's function calling, our orchestrator retrieved relevant online information via Bing searches and integrated data from other sources relevant to The Real Feel’s audience (e.g., for government agencies, we utilized the US Census Bureau API). This process enriched survey analysis with contextual data, tailored to the specific needs of audience clients in understanding their customer segments.
Advanced prompt engineering: We dynamically adjusted system messages throughout the orchestration process to optimize AI performance and response accuracy. It was exciting to "guide" the AI orchestrator through back-and-forth messaging while implementing appropriate guardrails to help provide better outputs.
Data logging with Azure Cosmos DB: Inputs and AI responses were stored to enable ongoing analysis and continuous improvement.

The Real Feel's platform integrated multiple data streams, transformed raw data into actionable insights, and empowered organizations with more contextual reporting. As additional APIs were incorporated, the system not only enhanced Azure consumption, but also delivered deeper, sentiment-driven analyses to support smarter decision-making.

We were impressed with the initial results from our pilot dataset of thousands of data points and are eager to explore our generative AI capabilities as we integrate more sentiment data across all demographics. This evolution will be a critical way to provide more value-driven insights to our business partners.

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