US Agency Challenges Microsoft’s Copilot Branding
The Better Business Bureau’s National Advertising Division (NAD) has taken issue with Microsoft’s extensive use of the ‘Copilot’ brand across its AI products, stating that it causes consumer confusion. The NAD has recommended that Microsoft clarify the functionality of its various Copilot products and modify its advertising claims.
The NAD reviewed Microsoft’s Copilot advertising and found that the company’s “universal use of the product description as ‘Copilot'” creates confusion among consumers, as they “would not necessarily understand the difference” between the various AI tools bearing the same name. Specifically, the watchdog criticized Microsoft’s claim that Copilot works “seamlessly across all your data,” noting that Business Chat requires manual copying and pasting to achieve the same functionality as Copilot in individual Office applications.
Productivity Claims Under Fire
The NAD also challenged Microsoft’s productivity statistics, recommending that the company discontinue or modify claims that “67%, 70%, and 75% of users say they are more productive” after using Copilot for extended periods. While the study demonstrates perceived productivity improvements, it doesn’t provide objective evidence of actual productivity gains.
Microsoft’s AI at Work chief marketing officer, Jared Spataro, defended the company’s approach, stating that they “take seriously our responsibility to provide clear, transparent, and accurate information to our customers.” He highlighted customer success stories, including Barclays deploying Copilot to 100,000 employees and Dow identifying millions in potential savings.
A Microsoft spokesperson confirmed that the company disagrees with the NAD’s conclusions about advertising implications but will follow the recommendations. This latest scrutiny adds to Microsoft’s long history of product naming challenges.
