Microsoft has adopted a new approach to promote its Copilot AI by collaborating with famous social media influencers. This new move will make its Copilot AI chatbot more appealing to the young generation. The company aims to boost Copilot’s relatability and viral appeal to match ChatGPT’s cultural dominance.
Copilot now has 150 million monthly users. It lags behind OpenAI’s ChatGPT, which has 800 million weekly users.
The tech giant continues to dominate the business market with its software and cloud services, but it is still struggling to connect with young consumers.
Microsoft has teamed up with influencers like Alix Earle, who has over 12 million followers across TikTok and Instagram. In one viral clip, she asked Copilot for tips on looking younger after fans teased her about her age, a video that racked up more than 15 million views.
The company’s consumer marketing chief, Yusuf Mehdi, said that the “influencer campaign is already encouraging viewers to try Copilot” and called it “more effective than traditional advertising”.
Twin sisters Brigette and Danielle Pheloung, both 28, also joined the campaign. They are known for their fashion and beauty content and have a combined 3.4 million followers across Instagram and TikTok.
Influencer Brandon Edelman, who is known as Bran Flakezz with 1.7 million followers on social media, has also collaborated with Microsoft. His videos feature conversations with Copilot on topics such as dating, travel, and overcoming imposter syndrome.
The promotional videos have garnered hundreds of millions of views to date. Industry experts believe that Microsoft’s influencer partnerships are making Copilot seem more relatable and approachable.
Mehdi mentioned Earle’s video about the new Copilot Groups feature and claimed: “We can see very much people say, ‘Oh, I’m gonna go try that,’ and we can see the usage it’s driving”.
“The whole idea about Copilot is really about empowering you to be the best you,” Mehdi added.
On the other hand, some analysts are cautious about whether this push will close the gap with ChatGPT. The most probable reason is that Copilot remains most known among office workers. The AI’s tools are primarily associated with workplace operations that organise data, summarise meetings, and retrieve information.
Industry analyst Jason Wong of Gartner stated, “It’d be hard-pressed for them to surpass the consumer ChatGPT at this point”.
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Microsoft is now planning to strengthen its reliability and expand its user base through collaborative innovation. Partnering with influencers will allow the tech giant’s modifications to be explored even further.
The tech giant’s new marketing method marks a new phase in the AI rivalry. It combines technology with pop culture to make Copilot more relatable. If this marketing becomes successful, it could redefine how users connect with AI tools.