Microsoft's Copilot: A Game Changer or Just Hype?

In a recent assessment, the BBB National Programs’ National Advertising Division (NAD) put Microsoft's Microsoft 365 Copilot claims under the microscope. While some assertions about its functionalities were validated, others regarding productivity and Business Chat faced recommendations for modification or discontinuation.

What Did the NAD Find?

The NAD investigated the claims made on Microsoft’s website about its AI-driven digital assistant, Copilot, which is designed to enhance productivity across Microsoft 365 applications. Launched in November 2023, this tool promises to supercharge user efficiency in tools like Word, Excel, PowerPoint, and Teams.

Performance Claims: Backed or Blown Out of Proportion?

The review specifically focused on Copilot’s ability to generate, summarize, and rewrite content from various files. The NAD concluded that Microsoft could substantiate these claims, indicating that Copilot can indeed synthesize and summarize extensive data effectively. However, the review also highlighted that the limitations of Copilot's features were not clearly communicated, potentially misleading users about its capabilities.

Business Chat: A Hidden Agenda?

Microsoft touted that Copilot enables users to 'get up to speed in less time' by seamlessly working across apps and utilizing Business Chat. However, the NAD flagged that the messaging may lead users to believe that functionalities are more interconnected than they are. While Microsoft demonstrated some efficiencies, they were not delivered without manual steps, especially when using Business Chat to produce documents.

A Call for Clarity