Spanish telco Telefonica decided to transform data into something useful for its 346 million customers. They chose Microsoft artificial intelligence (AI) customers to create Aura, a digital assistant based on natural language. Using Azure Bot Services and Cognitive Services, they were able to seamlessly create Aura on an open framework. Now customers can interact with Aura through multiple channels: home devices, mobile apps, social channels, or other digital assistants–in different languages.