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Microsoft’s stand at the Shoptalk Europe retail conference in Barcelona was buzzing with conversations about generative AI. Microsoft for Startups Founders Hub helps business-to-business start-ups to scale with in-house services including its Azure cloud computing platform and access to GPT-3, the neural network machine learning model developed by OpenAI. Shish Shridhar, worldwide lead for with Microsoft for Startups, discussed the potential of generative AI to revolutionize working habits and the start-ups he’s working with in fields such as fashion design, sorting systems and store design.