Jesus Serrano

Background

About Jesus Serrano

My superpower was always the curious eyes of my 5-year-old self… and it turns out that at Microsoft they let me use them to create future experiences. I’ve spent 25+ years exploring how imagination and technology collide. For the last 19 at Microsoft, I’ve turned that curiosity into products, prototypes, apps, and experiences used by millions. Today, at Microsoft Studio42, I lead AI-driven User Experiences and creative innovation for global customers, shaping what comes next in human-machine interaction. My mission is simple: Amplify human creativity through Artificial Intelligence and create an unforgettable experience. Whether AI, extended realities, digital twins, spatial interfaces… I work where emerging technology becomes storytelling, design, and business impact. I’ve helped build award-winning consumer apps for brands like Zara, Real Madrid, Santander Bank, IKEA, Sony Pictures, and 20th Century FOX. I’ve led large-scale digital transformations in the global sports industry, designed new fan engagement models, and even earned a Microsoft-protected patent for innovation along the way. But technology is just the medium. The real goal is to make people feel something: clarity, awe, agency, connection, possibility. Beyond Microsoft, I’m an AI Tutor at the University of Oxford, teaching how generative AI unlocks new creative workflows. And as a keynote speaker with 200+ talks delivered worldwide, I share the frameworks, mental models, and design principles behind the next era of digital experiences. If creativity is a landscape, I spend my life mapping its future paths. And that’s the journey I share here.