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Microsoft is launching a new branded podcast, reaching out to consumers directly to discuss the future of technology. Microsoft has teamed up with Gimlet Creative to produce the new podcast, known as .future (or ‘dot future’).

As Fast Company reports, .future will discuss how technologies that are emerging today – including cloud computing, gaming, and digital health tools – will impact users’ lives in the years to come.

Microsoft’s Doug Dawson said that the podcast will enable the firm to connect with listeners in a way that isn’t possible in a short ad or a brief social media post. The podcast will include “in-depth conversations” with Microsoft staff and key figures from outside the firm on major trends in the tech industry, and how they will affect our lives in the future.

“There are some ideas you just can’t get across in a tweet,” Dawson explained. “In a fast food world, this is us inviting folks to sit down and take the time to enjoy a home-cooked meal with us and a few friends.”

Gimlet Creative’s Frances Harlow said her company worked closely with Microsoft to develop .future for its listeners. “Microsoft’s goal was to shift the perceptions of emerging technology from scary and unknown into a tool that can bring about positive change,” she said.

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