While it might be tempting to dismiss Microsoft's AI technology hype as slick marketing to drum up sales revenue, a number of the company's customers said artificial intelligence is moving deeper into the real world. Several Microsoft blue-chip customers displayed their experiences with the company's customer experience AI technology here at the Microsoft Ignite 2018 conference. BMW uses AI and Azure's bot framework to enhance on-road driver support in cars. Swedish clothing retailer H&M launched Afound, an off-price outlet that includes physical stores in Sweden and globally via a digital marketplace infused with customer experience AI to drive sales. Two other retail giants, Nordstrom and Walmart, are remaking their online shopping experiences to match their online-only competitors.