Behind Microsoft’s Dogged Copilot Push

May 20, 2025

Writer Simon Batt at XDA foresees a lot of annoyance in Windows users’ future. “Microsoft Will Only Get More Persistent Now that Copilot has Plateaued,” he predicts. Yes, Microsoft has failed to attract as many users to Copilot as it had hoped. It is as if users see through the AI hype. According to Batt, the company famous for doubling down on unpopular ideas will now pester us like never before. This can already be seen in the new way Microsoft harasses Windows 10 users. While it used to suggest every now and then such users purchase a Windows 11-capable device, now it specifically touts Copilot+ machines.

Batt suspects Microsoft will also relentlessly push other products to boost revenue. Especially anything it can bill monthly. Though Windows is ubiquitous, he notes, users can go years between purchases. Many of us, we would add, put off buying a new version until left with little choice. (Any XP users still out there?) He writes:

“When ChatGPT began to take off, I can imagine Microsoft seeing dollar signs when looking at its own assistant, Copilot. They could make special Copilot-enhanced devices (which make them money) that run Copilot locally and encourage people to upgrade to Copilot Pro (which makes them money) and perhaps then pay extra for the Office integration (which makes them money). But now that golden egg hasn’t panned out like Microsoft wants, and now it needs to find a way to help prop up the income while it tries to get Copilot off the ground. This means more ads for the Microsoft Store, more ads for its game store, and more ads for Microsoft 365. Oh, and let’s not forget the ads within Copilot itself. If you thought things were bad now, I have a nasty feeling we’re only just getting started with the ads.”

And they won’t stop, he expects, until most users have embraced Copilot. Microsoft may be creeping toward some painful financial realities.

Cynthia Murrell, May 20, 2025

Written by Stephen E. Arnold · Filed Under AI, Business strategy, Financial, News

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Stephen E. Arnold monitors search, content processing, text mining and related topics from his high-tech nerve center in rural Kentucky. He tries to winnow the goose feathers from the giblets. He works with colleagues worldwide to make this Web log useful to those who want to go "beyond search". Contact him at sa [at] arnoldit.com. His Web site with additional information about search is arnoldit.com.