Microsoft is criticized for its frequent and often confusing product naming strategy, particularly the overuse of 'Copilot' to label its AI tools. Internal feedback highlights a sense of exasperation among employees, suggesting a disconnect between product functionalities and branding. The Better Business Bureau's National Advertising Division reviewed Microsoft’s advertising claims and recommended that the company clarify the differences in functionality among products branded as 'Copilot', noting that consumers may not understand the distinctions. The push for uniformity in branding may complicate user experiences and reveals significant marketing challenges for the company.
Microsoft has a long history of being criticized for coming up with clunky product names, and for changing them so often it's hard for customers to keep up.
The Better Business Bureau's National Advertising Division reviewed Microsoft's advertising for its Copilot AI tools.
'Microsoft is using 'Copilot' across all Microsoft Office applications and Business Chat, despite differences in functionality...'
'There is a delusion on our marketing side where literally everything has been renamed to have Copilot in it,' one employee told Business Insider.
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