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Time of India
4 days ago
- Business
- Time of India
US Agency to Microsoft: Get your product naming right, everything is not Copilot; Microsoft responds ….
The Better Business Bureau 's National Advertising Division has called out Microsoft for its confusing overuse of " Copilot " branding across AI products, recommending the company modify its advertising claims and clarify product functionality differences. Microsoft disagrees with the findings but says it will comply with the watchdog's recommendations. The NAD reviewed Microsoft's Copilot advertising and found that the company's "universal use of the product description as 'Copilot'" creates consumer confusion, as customers "would not necessarily understand the difference" between various AI tools bearing the same name. The watchdog specifically criticized Microsoft's claim that Copilot works "seamlessly across all your data," noting that Business Chat requires manual copying and pasting to achieve the same functionality as Copilot in individual Office applications. Microsoft's productivity claims under fire NAD also challenged Microsoft's productivity statistics, recommending the company discontinue or modify claims that "67%, 70%, and 75% of users say they are more productive" after using Copilot for extended periods. The watchdog determined that while the study demonstrates perceived productivity improvements, it doesn't provide objective evidence of actual productivity gains. The criticism comes amid Microsoft's years-long branding confusion around Copilot products. The company has repeatedly rebranded its AI tools, with Business Chat evolving from a Teams chatbot to Business Chat for Microsoft 365 Copilot, while Bing Chat Enterprise became simply "Copilot" before further rebranding. What Microsoft has to say Microsoft's AI at Work chief marketing officer Jared Spataro defended the company's approach, stating they "take seriously our responsibility to provide clear, transparent, and accurate information to our customers." He highlighted customer success stories, including Barclays deploying Copilot to 100,000 employees and Dow identifying millions in potential savings. A Microsoft spokesperson confirmed the company disagrees with NAD's conclusions about advertising implications but will follow the recommendations. This latest scrutiny adds to Microsoft's long history of product naming challenges, with employees previously joking that the company would have called Apple's iPod the "Microsoft I-pod Pro 2005 XP Human Ear Professional Edition with Subscription." AI Masterclass for Students. Upskill Young Ones Today!– Join Now
The Verge
4 days ago
- Business
- The Verge
Microsoft should change its Copilot advertising, says watchdog
Microsoft's Copilot advertising has been criticized by an industry watchdog for its productivity claims and confusing use of Copilot branding. The Better Business Bureau's National Advertising Division (NAD) has reviewed Microsoft's Copilot advertising, 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. Microsoft has been claiming that Copilot has productivity and return on investment (ROI) benefits for businesses that adopt the AI assistant, including that '67%, 70%, and 75% of users say they are more productive' after a certain amount of Copilot usage. 'NAD found that although the study demonstrates a perception of productivity, it does not provide a good fit for the objective claim at issue,' says the watchdog in its review. 'As a result, NAD recommended the claim be discontinued or modified to disclose the basis for the claim.' Alongside the recommended productivity advertising changes, NAD also suggests that users of Copilot could be confused by Microsoft's wide use of the Copilot branding across multiple products — including Business Chat. 'NAD concluded, based on the context of the claims and universal use of the product description as 'Copilot,' that consumers would not necessarily understand the differences.' NAD has recommended that Microsoft now 'modify its advertising to clearly and conspicuously disclose any material limitations related to how Business Chat assists users.' Microsoft has had years of confusing branding for Copilot. Microsoft relaunched its Copilot for business 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's known now, started off as Bing Chat Enterprise before Microsoft then rebranded it, confusingly, to just Copilot. Somewhere in the middle of all this rebranding, Business Chat — which was originally a chatbot in Teams — is now Business Chat for Microsoft 365 Copilot. As I wrote in Notepad almost a year ago, Microsoft has been rebranding Copilot in the most Microsoft way possible. It's all part of trying to make businesses use Copilot more, and then pay extra for the Microsoft 365 Copilot subscription. Microsoft says it disagrees with NAD's conclusions, but that it 'will follow NAD's recommendations for clarifying its claims.' Hopefully that means that Copilot branding is going to be clearer in the future.
Business Insider
5 days ago
- Business
- Business Insider
'Copilot' this, 'Copilot' that. A watchdog wants Microsoft to change its confusing AI advertising.
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 company's own employees once joked in a viral video that the iPod would have been called the "Microsoft I-pod Pro 2005 XP Human Ear Professional Edition with Subscription" had it been created by Microsoft. The latest gripe among some employees and customers: The company's tendency to slap " Copilot" on everything AI. "There is a delusion on our marketing side where literally everything has been renamed to have Copilot it in," one employee told Business Insider late last year. "Everything is Copilot. Nothing else matters. They want a Copilot tie-in for everything." Now, an advertising watchdog is weighing in. The Better Business Bureau's National Advertising Division reviewed Microsoft's advertising for its Copilot AI tools. NAD called out Microsoft's "universal use of the product description as 'Copilot'" and said that "consumers would not necessarily understand the difference," according to a recent report from the watchdog. "Microsoft is using 'Copilot' across all Microsoft Office applications and Business Chat, despite differences in functionality and the manual steps that are required for Business Chat to produce the same results as Copilot in a specific Microsoft Office app," NAD further explained in an email to BI. NAD did not mention any specific recommendations on product names. But it did say that Microsoft should modify claims that Copilot works "seamlessly across all your data" because all of the company's tools with the Copilot moniker don't work together continuously in a way consumers might expect. "For Copilot in Business Chat to achieve the same functionality as Copilot in Word or PowerPoint, the text-based responses from Business Chat would have to be manually copied and pasted into the relevant application," NAD stated. The watchdog also recommended that Microsoft discontinue or modify its advertising to disclose a clear basis for the claim that "Over the course of 6, 10, and more than 10 weeks, 67%, 70%, and 75% of users say they are more productive" because that survey doesn't necessarily account for actual productivity gains, just perceived gains. "We take seriously our responsibility to provide clear, transparent, and accurate information to our customers," Jared Spataro, Microsoft's AI at Work chief marketing officer, said in a statement. "Companies choose Microsoft 365 Copilot because it delivers measurable value, securely and at scale." Spataro also said a "record number of customers" returned to purchase additional Microsoft 365 Copilot seats last quarter, and that the company's deal sizes continue to grow. "From Barclays rolling out Copilot to 100,000 employees, to Dow identifying millions in potential savings—the data speaks for itself," Spataro said. A Microsoft spokesperson added that the company disagrees with NAD's conclusions about the phrasing of its advertising and whether it implied certain claims, but will follow NAD's recommendations. Recently, the company developed a new plan to simplify its many AI offerings by streamlining how the products are pitched to customers, according to internal slides from a recent presentation.
Yahoo
09-06-2025
- Business
- Yahoo
National Advertising Division Finds Certain Microsoft Copilot Claims Supported; Recommends Others be Modified or Discontinued
As part of its routine marketplace monitoring program, BBB National Programs' National Advertising Division found that Microsoft Corporation supported certain express functionality claims for Microsoft 365 Copilot but recommended that certain productivity claims and certain claims related to Business Chat be modified or discontinued. New York, NY, June 09, 2025 (GLOBE NEWSWIRE) -- As part of its routine marketplace monitoring program, BBB National Programs' National Advertising Division found that Microsoft Corporation supported certain express functionality claims for Microsoft 365 Copilot but recommended that certain productivity claims and certain claims related to Business Chat be modified or discontinued. The National Advertising Division (NAD) reviewed express and implied claims made by Microsoft on its website for its Microsoft 365 Copilot AI-powered digital assistant product. Launched for its enterprise customers in November 2023, the Copilot name is used across all Microsoft 365 suite applications, including Word, Excel, PowerPoint, Outlook, Teams, and Business Chat. Generating, Summarizing, and Rewriting from Files NAD examined several claims made throughout Microsoft's website about Copilot's capabilities to generate, summarize, and rewrite from files, including its capacity to 'synthesize and summarize large amounts of data,' to brainstorm and draft content in Business Chat, and to draft outlines for PowerPoint presentations. In the context in which these claims are made, NAD determined that these claims convey the message that Copilot works seamlessly with all user files and can generate content, rewrite documents, generate summaries, or create PowerPoint presentations from a user's files with no material limitations on file type, size, length, or the number of files to which a user can refer and link. NAD found that Microsoft provided reasonable support for the express claims about how Copilot can summarize and draft new content sufficient to demonstrate that they are substantiated. Although limitations on Copilot's functionality were not disclosed directly in the claims, NAD determined the limitations did not impact how consumers use Copilot. Use Across Apps and Business Chat NAD reviewed Microsoft's claims that Copilot can assist users with '[g]et[ting] up to speed in less time' by 'working seamlessly across all your data' and that Business Chat 'helps you ground your prompts in work and web data in the flow of work.' NAD determined that one message reasonably conveyed by the use of the terms 'seamlessly' and 'in the flow of work' was that actions across apps are uninterrupted or continuous, with less manual steps required. NAD examined whether consumers understood the differences in functionality, specifically as it relates to Business Chat. NAD concluded, based on the context of the claims and universal use of the product description as 'Copilot,' that consumers would not necessarily understand the differences. Microsoft provided evidence demonstrating that Copilot helps users 'get up to speed in less time,' 'carry out specific goals and tasks' in Word and other apps, and 'ground… prompts in work and web data.' However, Business Chat cannot generate a document in other applications as manual steps are required for Business Chat to produce the same results as Copilot in a specific Microsoft 365 app. NAD recommended that Microsoft modify its advertising to clearly and conspicuously disclose any material limitations related to how Business Chat assists users. Productivity and ROI NAD reviewed Microsoft's claims about Copilot's productivity and ROI benefits, including that '67%, 70%, and 75% of users say they are more productive' after 6, 10, and over 10 weeks based on the Copilot Usage in the Workplace Study showing perceived productivity gains over time. NAD found that although the study demonstrates a perception of productivity, it does not provide a good fit for the objective claim at issue. As a result, NAD recommended the claim be discontinued or modified to disclose the basis for the claim. During the inquiry, Microsoft informed NAD that in the ordinary course of business it had permanently discontinued certain productivity claims. Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued. In its advertiser's statement, Microsoft stated that 'although we disagree with NAD's conclusions' about certain elements of the decision, Microsoft 'appreciates the opportunity to participate in this proceeding and will follow NAD's recommendations for clarifying its claims.' All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes. About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create fair competition for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and create fair competition for business. CONTACT: Name: Jennie Rosenberg Email: jrosenberg@ Job Title: Media RelationsError in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
09-06-2025
- Business
- Yahoo
National Advertising Division Finds Certain Microsoft Copilot Claims Supported; Recommends Others be Modified or Discontinued
As part of its routine marketplace monitoring program, BBB National Programs' National Advertising Division found that Microsoft Corporation supported certain express functionality claims for Microsoft 365 Copilot but recommended that certain productivity claims and certain claims related to Business Chat be modified or discontinued. New York, NY, June 09, 2025 (GLOBE NEWSWIRE) -- As part of its routine marketplace monitoring program, BBB National Programs' National Advertising Division found that Microsoft Corporation supported certain express functionality claims for Microsoft 365 Copilot but recommended that certain productivity claims and certain claims related to Business Chat be modified or discontinued. The National Advertising Division (NAD) reviewed express and implied claims made by Microsoft on its website for its Microsoft 365 Copilot AI-powered digital assistant product. Launched for its enterprise customers in November 2023, the Copilot name is used across all Microsoft 365 suite applications, including Word, Excel, PowerPoint, Outlook, Teams, and Business Chat. Generating, Summarizing, and Rewriting from Files NAD examined several claims made throughout Microsoft's website about Copilot's capabilities to generate, summarize, and rewrite from files, including its capacity to 'synthesize and summarize large amounts of data,' to brainstorm and draft content in Business Chat, and to draft outlines for PowerPoint presentations. In the context in which these claims are made, NAD determined that these claims convey the message that Copilot works seamlessly with all user files and can generate content, rewrite documents, generate summaries, or create PowerPoint presentations from a user's files with no material limitations on file type, size, length, or the number of files to which a user can refer and link. NAD found that Microsoft provided reasonable support for the express claims about how Copilot can summarize and draft new content sufficient to demonstrate that they are substantiated. Although limitations on Copilot's functionality were not disclosed directly in the claims, NAD determined the limitations did not impact how consumers use Copilot. Use Across Apps and Business Chat NAD reviewed Microsoft's claims that Copilot can assist users with '[g]et[ting] up to speed in less time' by 'working seamlessly across all your data' and that Business Chat 'helps you ground your prompts in work and web data in the flow of work.' NAD determined that one message reasonably conveyed by the use of the terms 'seamlessly' and 'in the flow of work' was that actions across apps are uninterrupted or continuous, with less manual steps required. NAD examined whether consumers understood the differences in functionality, specifically as it relates to Business Chat. NAD concluded, based on the context of the claims and universal use of the product description as 'Copilot,' that consumers would not necessarily understand the differences. Microsoft provided evidence demonstrating that Copilot helps users 'get up to speed in less time,' 'carry out specific goals and tasks' in Word and other apps, and 'ground… prompts in work and web data.' However, Business Chat cannot generate a document in other applications as manual steps are required for Business Chat to produce the same results as Copilot in a specific Microsoft 365 app. NAD recommended that Microsoft modify its advertising to clearly and conspicuously disclose any material limitations related to how Business Chat assists users. Productivity and ROI NAD reviewed Microsoft's claims about Copilot's productivity and ROI benefits, including that '67%, 70%, and 75% of users say they are more productive' after 6, 10, and over 10 weeks based on the Copilot Usage in the Workplace Study showing perceived productivity gains over time. NAD found that although the study demonstrates a perception of productivity, it does not provide a good fit for the objective claim at issue. As a result, NAD recommended the claim be discontinued or modified to disclose the basis for the claim. During the inquiry, Microsoft informed NAD that in the ordinary course of business it had permanently discontinued certain productivity claims. Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued. In its advertiser's statement, Microsoft stated that 'although we disagree with NAD's conclusions' about certain elements of the decision, Microsoft 'appreciates the opportunity to participate in this proceeding and will follow NAD's recommendations for clarifying its claims.' All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes. About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create fair competition for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and create fair competition for business. CONTACT: Name: Jennie Rosenberg Email: jrosenberg@ Job Title: Media RelationsError in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
