Microsoft has appointed Mark D’Arcy, a seasoned marketing expert with over a decade of experience at Meta and a prior stint at Time Warner, to lead the marketing efforts for its AI assistant, Copilot. D’Arcy’s primary objective will be to craft a distinct personality for Copilot and help it stand out in a crowded AI market dominated by competitors like OpenAI’s ChatGPT.
The Challenge Ahead
Copilot currently lags behind ChatGPT in terms of market share and user engagement. According to a May 2025 report from First Page Sage, Copilot held 14.3% of the AI search market share, compared to ChatGPT’s 59.90%. Data from aitools.xyz in February 2025 showed that ChatGPT garnered over 52 times more daily visits than Copilot.
Microsoft’s Vision for Copilot
D’Arcy will report directly to Mustafa Suleyman, CEO of Microsoft AI, who has been advocating for a new breed of personal AI assistants that are empathetic, intuitive, and more human. Suleyman envisions Copilot evolving into an AI companion that can remember user preferences, understand emotional nuances, and “live life alongside” its users.
Enhancing Copilot’s Capabilities
Microsoft is not just relying on marketing; the underlying technology of Copilot is continually evolving. Recent upgrades include a “Memory” feature, allowing Copilot to recall information from past chats, and “Copilot Actions,” enabling the AI to perform tasks such as booking reservations. The company is also introducing “Copilot Vision,” which allows the AI to interpret what’s on a user’s screen or in their camera view.
The Road Ahead
D’Arcy’s task involves more than just clever advertising; it requires weaving a narrative that convinces users that Copilot is not just another AI, but their indispensable partner in their digital lives. With his proven track record in building iconic brands and Microsoft’s immense resources, there’s potential for Copilot to make significant gains in the AI market. The tech world will be watching closely as Microsoft attempts to turn Copilot’s fortunes around.
