Microsoft’s Copilot promoting has been criticized by an business watchdog for its productiveness claims and complicated use of Copilot branding. The Better Business Bureau’s National Advertising Division (NAD) has reviewed Microsoft’s Copilot promoting, and really useful that the software program big discontinues or modifies productiveness claims about Microsoft 365 Copilot and extra clearly disclose the constraints of its Business Chat function.
Microsoft has been claiming that Copilot has productiveness and return on funding (ROI) advantages for companies that undertake the AI assistant, together with that “67%, 70%, and 75% of customers say they’re extra productive” after a certain quantity of Copilot utilization. “NAD discovered that though the examine demonstrates a notion of productiveness, it doesn’t present a great match for the target declare at difficulty,” says the watchdog in its evaluation. “As a outcome, NAD really useful the declare be discontinued or modified to reveal the premise for the declare.”
Alongside the really useful productiveness promoting modifications, NAD additionally means that customers of Copilot might be confused by Microsoft’s huge use of the Copilot branding throughout a number of merchandise — together with Business Chat. “NAD concluded, based mostly on the context of the claims and common use of the product description as ‘Copilot,‘ that buyers wouldn’t essentially perceive the variations.” NAD has really useful that Microsoft now “modify its promoting to obviously and conspicuously disclose any materials limitations associated to how Business Chat assists customers.”
Microsoft has had years of complicated branding for Copilot. Microsoft relaunched its Copilot for enterprise with free AI chat and pay-as-you-go brokers earlier this 12 months, in an try and simplify a few of its branding woes. Microsoft 365 Copilot Chat because it’s identified now, began off as Bing Chat Enterprise earlier than Microsoft then rebranded it, confusingly, to only Copilot. Somewhere in the midst of all this rebranding, Business Chat — which was initially a chatbot in Teams — is now Business Chat for Microsoft 365 Copilot.
Microsoft says it disagrees with NAD’s conclusions, however that it “will comply with NAD’s suggestions for clarifying its claims.” Hopefully that signifies that Copilot branding goes to be clearer sooner or later.
