Microsoft told to adjust Copilot ads by watchdog

An advertising watchdog has advised Microsoft to change or stop some claims about its Copilot AI tool. The National Advertising Division (NAD) reviewed Microsoft’s ads and found issues with statements about productivity and how Copilot works across different tools. Microsoft has been promoting Copilot, saying it boosts productivity for businesses, with claims like “67%, 70%, and 75% of users feel more productive” after using it.

However, NAD said these claims are based on user opinions, not solid proof of actual productivity gains. They suggested Microsoft clarify or remove these statements to avoid misleading people. Additionally, NAD pointed out confusion around Copilot’s branding. Microsoft uses the name “Copilot” for many products, which can make it hard for customers to understand how they all connect.

For example, claims that Copilot works “smoothly across all your data” may not be fully true, as not all Copilot tools work together seamlessly. NAD recommended that Microsoft tweak these claims to be clearer. Microsoft has also faced branding challenges with Copilot over the years. It recently rebranded its business version, moving from Bing Chat Enterprise to Copilot, and then to Microsoft 365 Copilot Chat.

These changes aim to simplify things, but NAD’s review suggests more clarity is needed in how Microsoft advertises Copilot’s features. The watchdog’s advice is part of its regular checks to ensure ads are honest. Microsoft now has a chance to update its Copilot marketing to better reflect what the tool can do.