Microsoft Faces Criticism Over Copilot Branding
The Better Business Bureau’s National Advertising Division (NAD) has criticized Microsoft for its extensive use of the ‘Copilot’ brand across multiple 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’s review of Microsoft’s Copilot advertising found that the company’s consistent use of the term ‘Copilot’ for different AI tools creates confusion among consumers, making it difficult for them to understand the differences between the various products. Specifically, the watchdog criticized Microsoft’s claim that Copilot works ‘seamlessly across all your data,’ pointing out that Business Chat requires manual copying and pasting to achieve the same functionality as Copilot in individual Office applications.
Productivity Claims Under Scrutiny
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.’ Despite disagreeing with the NAD’s conclusions, Microsoft has agreed to follow the recommendations.
This latest scrutiny adds to Microsoft’s history of product naming challenges. The company has repeatedly rebranded its AI tools, with Business Chat evolving from a Teams chatbot to Business Chat for Microsoft 365 Copilot, and Bing Chat Enterprise becoming simply ‘Copilot’ before further rebranding.
The criticism highlights the importance of clear branding and advertising in the rapidly evolving AI landscape. Microsoft’s response to the NAD’s recommendations will be closely watched by industry observers and consumers alike.
