"Microsoft could use the help. The company recently said its family of Copilot assistants attracts 150 million active users each month. But OpenAI's ChatGPT claims 800 million weekly active users, and Google's Gemini boasts 650 million a month. Microsoft has an edge with corporate customers, thanks to a long history of selling them software and cloud services. But it has struggled to crack the consumer market - especially people under 30."
""We're a challenger brand in this area, and we're kind of up and coming," Consumer Chief Marketing Officer Yusuf Mehdi said in an interview. Mehdi hopes to persuade key influencers to make Copilot their chatbot of choice and then use their popularity to market the assistant to their millions of followers. He says Microsoft is already getting more bang for the buck with influencers than with traditional media, but didn't provide any metrics."
Microsoft recruited popular influencers to market Copilot to younger consumers, positioning the AI assistant as a cool alternative to ChatGPT. The Copilot family attracts about 150 million monthly active users, while ChatGPT reports about 800 million weekly users and Google's Gemini about 650 million monthly users. Microsoft retains a strong edge with corporate customers due to software and cloud sales but struggles to gain consumer traction among people under 30. Yusuf Mehdi, Consumer Chief Marketing Officer, calls Microsoft a challenger brand and seeks to persuade influencers to adopt and promote Copilot. Microsoft reports better returns from influencers than traditional media but provides no metrics and discloses no influencer payments. Influencer partnerships have previously boosted brands such as Dunkin' with Charli D'Amelio and Kim Kardashian's Skims.
Read at Fortune
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