Watchdog Urges Microsoft to Revamp Copilot Ads
▼ Summary
– Microsoft’s Copilot advertising was criticized by the Better Business Bureau’s NAD for misleading productivity claims and confusing branding.
– NAD recommended Microsoft discontinue or modify productivity claims, citing lack of objective evidence for the advertised benefits.
– The watchdog also urged Microsoft to clarify limitations of its Business Chat feature due to branding confusion across Copilot products.
– Microsoft has faced ongoing branding issues with Copilot, including multiple rebranding efforts that have added to consumer confusion.
– Microsoft disagreed with NAD’s findings but agreed to follow recommendations to clarify its advertising and branding.
Microsoft’s Copilot advertising has come under scrutiny from industry regulators over exaggerated productivity claims and confusing branding practices. The Better Business Bureau’s National Advertising Division (NAD) recently reviewed Microsoft’s marketing materials and advised the company to either revise or discontinue certain assertions about Microsoft 365 Copilot’s capabilities.
According to NAD, Microsoft’s claims about productivity gains and return on investment lack sufficient evidence. The company had advertised that 67%, 70%, and 75% of users reported increased productivity after using Copilot, but regulators found these statements misleading. While the data reflects user perceptions, it doesn’t conclusively support the broad productivity claims Microsoft made. NAD recommended either modifying these statements or providing clearer context about how the figures were derived.
Another major concern was the overuse of the Copilot branding across different products, which regulators argue could confuse consumers. Microsoft applies the Copilot name to multiple services, including Business Chat, without adequately distinguishing their functionalities. NAD suggested Microsoft clarify any limitations in Business Chat’s capabilities to prevent misunderstandings.
This isn’t the first time Microsoft’s branding strategy has caused confusion. The company has repeatedly rebranded its AI tools, what started as Bing Chat Enterprise later became Copilot, while Business Chat evolved from a Teams feature into part of Microsoft 365 Copilot. These changes have made it difficult for users to track which service does what.
Microsoft has stated it disagrees with NAD’s findings but will comply with the recommendations to improve transparency. Whether this leads to clearer Copilot branding and more accurate advertising remains to be seen. For now, businesses and consumers navigating Microsoft’s AI offerings may need to pay extra attention to avoid confusion.
(Source: The Verge)
