{"id":522,"date":"2025-06-17T15:26:56","date_gmt":"2025-06-17T11:26:56","guid":{"rendered":"https:\/\/www.actutech.app\/microsoft-should-change-its-copilot-advertising-says-watchdog\/"},"modified":"2025-06-17T15:26:56","modified_gmt":"2025-06-17T11:26:56","slug":"microsoft-should-change-its-copilot-advertising-says-watchdog","status":"publish","type":"post","link":"http:\/\/www.actutech.app\/en\/microsoft-should-change-its-copilot-advertising-says-watchdog\/","title":{"rendered":"Microsoft should change its Copilot advertising, says watchdog"},"content":{"rendered":"
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Microsoft\u2019s Copilot advertising has been criticized by an industry watchdog for its productivity claims and confusing use of Copilot branding. The Better Business Bureau\u2019s National Advertising Division (NAD) has reviewed Microsoft\u2019s Copilot advertising<\/a>, and recommended that the software giant discontinues or modifies productivity claims about Microsoft 365 Copilot and more clearly disclose the limitations of its Business Chat feature.<\/p>\n

Microsoft has been claiming that Copilot has productivity and return on investment (ROI) benefits for businesses that adopt the AI assistant, including that \u201c67%, 70%, and 75% of users say they are more productive\u201d after a certain amount of Copilot usage. \u201cNAD found that although the study demonstrates a perception of productivity, it does not provide a good fit for the objective claim at issue,\u201d says the watchdog in its review. \u201cAs a result, NAD recommended the claim be discontinued or modified to disclose the basis for the claim.\u201d<\/p>\n

Alongside the recommended productivity advertising changes, NAD also suggests that users of Copilot could be confused by Microsoft\u2019s wide use of the Copilot branding across multiple products \u2014 including Business Chat. \u201cNAD concluded, based on the context of the claims and universal use of the product description as \u2018Copilot,\u2018 that consumers would not necessarily understand the differences.\u201d NAD has recommended that Microsoft now \u201cmodify its advertising to clearly and conspicuously disclose any material limitations related to how Business Chat assists users.\u201d<\/p>\n

Microsoft has had years of confusing branding for Copilot. Microsoft relaunched its Copilot for business<\/a> with free AI chat and pay-as-you-go agents earlier this year, in an attempt to simplify some of its branding woes. Microsoft 365 Copilot Chat as it\u2019s known now, started off as Bing Chat Enterprise before Microsoft then rebranded it<\/a>, confusingly, to just Copilot. Somewhere in the middle of all this rebranding, Business Chat \u2014 which was originally a chatbot in Teams \u2014 is now Business Chat for Microsoft 365 Copilot.<\/p>\n

As I wrote in Notepad <\/em>almost a year ago<\/a>, Microsoft has been rebranding Copilot in the most Microsoft way possible. It\u2019s all part of trying to make businesses use Copilot more<\/a>, and then pay extra for the Microsoft 365 Copilot subscription.<\/p>\n

Microsoft says it disagrees with NAD\u2019s conclusions, but that it \u201cwill follow NAD\u2019s recommendations for clarifying its claims.\u201d Hopefully that means that Copilot branding is going to be clearer in the future.<\/p>","protected":false},"excerpt":{"rendered":"

Microsoft\u2019s Copilot advertising has been criticized by an industry watchdog for its productivity claims and confusing use of Copilot branding. […]<\/p>","protected":false},"author":1,"featured_media":523,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-522","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"jetpack_featured_media_url":"http:\/\/www.actutech.app\/wp-content\/uploads\/2025\/06\/STK259_MICROSOFT_COPILOT_3__D-WXeApe.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/www.actutech.app\/en\/wp-json\/wp\/v2\/posts\/522","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.actutech.app\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.actutech.app\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.actutech.app\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.actutech.app\/en\/wp-json\/wp\/v2\/comments?post=522"}],"version-history":[{"count":0,"href":"http:\/\/www.actutech.app\/en\/wp-json\/wp\/v2\/posts\/522\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.actutech.app\/en\/wp-json\/wp\/v2\/media\/523"}],"wp:attachment":[{"href":"http:\/\/www.actutech.app\/en\/wp-json\/wp\/v2\/media?parent=522"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.actutech.app\/en\/wp-json\/wp\/v2\/categories?post=522"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.actutech.app\/en\/wp-json\/wp\/v2\/tags?post=522"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}