Microsoft's rebranding from Office to Microsoft 365, and now to Microsoft Copilot 365, reflects a troubling trend in brand identity that confuses rather than clarifies.
Despite the integration of AI, user feedback mainly revolves around its limitations and the expected price increase, with some users likening the assistant to a reborn Clippy.
The rebranding may highlight AI features, but the overall user experience suffers from a lack of clarity and distinctiveness in the app icons.
Users expressing frustration over the brand changes highlight a growing trend where established identities are diminished in favor of modern branding efforts that backfire.
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