In a demo shown at the company's annual Build conference in San Francisco, Microsoft’s own virtual assistant Cortana was able to figure out that the user was attending a conference referenced in a personal chat with co-worker, block calendar and travel time for the event, and then even proactively introduce a hotel bot into the conversation to suggest hotel rooms. The Westin bot, then, popped up, displayed a variety of room choices with image thumbnails and pricing. In two steps, the hotel room was booked and the information was added to the user’s calendar automatically. And because Cortana understands a user’s connections, she also suggested that the user message a friend who lived in the city - and even helpfully wrote some of the message text to the friend on the user’s behalf. Get the full story at TechCrunch and International Business Times Read also "Are chatbots the next big step forward for mobile marketing?" at the Mobile Marketer