From Strategy to Solution: How a Marketing Analytics Student Helped Shape AI at the EDHEC x Microsoft Hackathon

In today’s fast-paced marketing landscape, bridging the gap between data, strategy, and technology is more crucial than ever. For MSc in Marketing Analytics student Hajra Shams, that challenge became a hands-on reality at the Generative AI Hackathon, co-hosted by EDHEC Business School and Microsoft. Over five high-energy days, Hajra and her team tackled a real-world digital challenge using the latest AI tools. In this interview, she shares how the experience pushed her thinking, sharpened her skills, and reshaped her professional aspirations.

Can you tell us about yourself and what led you to pursue the MSc in Marketing Analytics at EDHEC?

I’m Hajra Shams, currently enrolled in the MSc in Marketing Analytics at EDHEC Business School in Lille. My academic background blends marketing, finance, and data analytics, and I’ve always been fascinated by how data can drive smarter marketing decisions. EDHEC stood out because of its strong emphasis on both strategy and technical skills—like Python, NLP, and AI modeling. Coming from Pakistan, I also valued the global exposure and collaborative learning environment.

What was the Generative AI Hackathon, and what made it unique?

The hackathon was a five-day immersive experience co-organised by EDHEC and Microsoft. It simulated a real-world digital transformation project where teams were challenged to use Generative AI to enhance both customer and employee experiences. The objective was to develop business-ready solutions using tools like Microsoft Azure OpenAI and Copilot—all within a short, high-pressure timeframe. At the end, each team pitched their ideas to a jury of Microsoft experts and EDHEC faculty.

How was the event structured?

The hackathon unfolded in three phases. The first two days were all about learning—diving into large language models (LLMs), prompt engineering, responsible AI, and Microsoft Copilot Studio. On Day 3, we received our business case and formed teams. Then, the real action began: two days of building, iterating, and pitching. Along the way, we had hands-on workshops, strategy sessions, and some much-needed fuel in the form of breakfast meetups!

Tell us about your team’s challenge and the solution you created.

Our team, “AI Odysseys,” was tasked with helping a fictional French e-commerce company, Contoso, boost customer retention and employee morale. We built two AI-powered chatbots: one for customer service that automated responses and offered personalised product suggestions, and another for HR to help employees navigate internal policies and training. Everything was designed with GDPR compliance and Microsoft’s responsible AI principles in mind.

Which Microsoft tools did you use, and how did they shape your solution?

We relied on Azure OpenAI to build and deploy the generative models, used Copilot Studio for the chatbot interfaces, and Power BI to track metrics like automation efficiency and user engagement. These tools weren’t just functional—they were critical in helping us build a polished, scalable solution within a tight timeframe.

How did this experience connect your academic learning with real-world practice?

It was the perfect test of our classroom knowledge. We’d studied NLP, AI ethics, and statistical modeling—but during the hackathon, we had to implement them under pressure. From writing prompts to fine-tuning deployment, we had to think and act like professionals, not just students.

What new technical and professional skills did you gain?

Technically, I learned how to integrate AI APIs, fine-tune prompts, and implement data governance in real-time. On the soft skills side, I became better at thinking on my feet, communicating complex ideas clearly, and collaborating across diverse perspectives—all while racing against the clock.

Has your perception of AI changed after working with it hands-on?

Definitely. I used to see AI as something only for data scientists or tech specialists. Now, I realise it’s an incredibly accessible tool—even for marketers. With the right knowledge, we can not only collaborate with tech teams but actually lead AI-driven projects ourselves.

What are your biggest takeaways from the hackathon?

1. Real-world execution: We built an AI solution that could actually work in a business context.
2. Comprehensive learning: I gained a full view of AI development, from prompt creation to governance.
3. Professional growth: I expanded my network and met amazing peers and Microsoft professionals passionate about AI.

How has the experience shaped your approach to problem-solving?

It made me more agile and user-focused. I now approach challenges iteratively—testing quickly, adapting based on feedback, and always considering the human experience behind the technology.

How do you think this experience will influence your career?

It solidified my goal to work at the intersection of marketing, analytics, and technology. I feel equipped to bridge those domains, bring value across teams, and confidently pursue roles where I can lead AI-driven innovation in a business context.