Microsoft is the creator of Cognitive Services, a solution that leverages cloud computing power and the availability of data to provide predictive and prescriptive analytics as well as machine learning capabilities. This technology is used in the automotive segment as it provides machines with the intelligence required to see, hear, and recognize faces; interpret language; infer intent; detect emotions; and prescribe and automate outcomes. The company provides premium products in the transportation industry, such as speech recognition and image recognition. Microsoft also has excellent branding due to its collaborations with companies such as Baidu Inc. and Tata Motors