The Better Business Bureau's National Advertising Division (NAD) criticized Microsoft's Copilot productivity claims, suggesting the company clarify limitations related to its Business Chat feature. While Microsoft claims that users experience significant productivity gains, the NAD pointed out that the underlying studies failed to substantiate these claims effectively. Furthermore, the extensive use of 'Copilot' branding across different Microsoft products may lead to consumer confusion. The NAD has recommended that Microsoft modify its advertising to ensure clearer communications about its products and their capabilities.
NAD found that although the study demonstrates a perception of productivity, it does not provide a good fit for the objective claim at issue, insisting Microsoft should discontinue misleading claims.
NAD concluded, based on the context of the claims, that consumers would not necessarily understand the differences due to the extensive use of the 'Copilot' branding across various products.
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