Microsoft: Desperation or Inspiration? Copilot, Have We Lost an Engine?
November 10, 2025
Another short essay from a real and still-alive dinobaby. If you see an image, we used AI. The dinobaby is not an artist like Grandma Moses.
Microsoft is an interesting member of the high-tech in-crowd. It is the oldest of the Big Players. It invented Bob and Clippy. It has not cracked the weirdness of Word’s numbering weirdness. Updates routinely kill services. I think it would be wonderful if Task Manager did not spawn multiple instances of itself.
Furthermore Microsoft, the cloudy giant with oodles of cash, ignited the next big thing frenzy a couple of years ago. The announcement that Bob and Clippy would operate on AI steroids. Googzilla experienced the equivalent of traumatic stress injury and blinked red, yellow, and orange for months. Crisis bells rang. Klaxons interrupted Foosball games. Napping in pods became difficult.
Imagine what’s happening at Microsoft now that this Sensor Tower chart is popping up in articles like “Microsoft Bets on Influencers Like Alix Earle to Close the Gap With ChatGPT.” Here’s the gasp inducer:
Source: The chart comes from Sensor Tower. It carries Bloomberg branding. But it appeared in an MSN.com article. Who crafted the data? How were the data assembled? What mathematical processes were use to produce such nice round numbers? I have no clue, but let’s assume those fat, juicy round numbers are “real,” and the weird imaginary “i” things electrical engineers enjoy each day.
The write up states:
Microsoft Corp., eager to boost downloads of its Copilot chatbot, has recruited some of the most popular influencers in America to push a message to young consumers that might be summed up as: Our AI assistant is as cool as ChatGPT. Microsoft could use the help. The company recently said its family of Copilot assistants attracts 150 million active users each month. But OpenAI’s ChatGPT claims 800 million weekly active users, and Google’s Gemini boasts 650 million a month. Microsoft has an edge with corporate customers, thanks to a long history of selling them software and cloud services. But it has struggled to crack the consumer market — especially people under 30.
Microsoft came up with a novel solution to its being fifth in the smart software league table. Is Microsoft developing useful AI-infused services for Notepad? Yes. Is Microsoft pushing Copilot and its hallucinatory functions into Excel? Yes. Is Microsoft using Copilot to help partners code widgets for their customers to use in Azure? Yeah, sort of, but I have heard that Anthropic Claude has some Certified Partners as fans.
The Microsoft professionals, the leadership, and the legions of consultants have broken new marketing ground. Microsoft is paying social media influencers to pitch Microsoft Copilot as the one true smart software. Forget that “God is my copilot” meme. It is now “Meme makers are Microsoft’s Copilot.”
The write up includes this statement about this stunningly creative marketing approach:
“We’re a challenger brand in this area, and we’re kind of up and coming,” Consumer Chief Marketing Officer Yusuf Mehdi
Excuse me, Microsoft was first when it announced its deal with OpenAI a couple of years ago. Microsoft was the only game in town. OpenAI was a Silicon Valley start up with links to Sam AI-Man and Mr. Tesla. Now Microsoft, a giant outfit, is “up and coming.” No, I would suggest Microsoft is stalled and coming down.
The write up from that university / consulting outfit New York University is quoted in the cited write up. Here is that snippet:
Anindya Ghose, a marketing professor at New York University’s Stern School of Business, expressed surprised that Microsoft is using lifestyle influencers to market Copilot. But he can see why the company would be attracted to their cult followings. “Even if the perceived credibility of the influencer is not very high but the familiarity with the influencers is high, there are some people who would be willing to bite on that apple,” Ghose said in an interview.
The article presents proof that the Microsoft creative light saber has delivered. Here’s that passage:
Mehdi cited a video Earle posted about the new Copilot Groups feature as evidence that the campaign is working. “We can see very much people say, ‘Oh, I’m gonna go try that,’ and we can see the usage it’s driving.” The video generated 1.9 million views on Earle’s Instagram account and 7 million on her TikTok. Earle declined to comment for this story.
Following my non-creative approach, here are several observations:
- From first to fifth. I am not sure social media influencers are likely to address the reason the firm associated with Clippy occupies this spot.
- I am not sure Microsoft knows how to fix the “problem.” My hunch is that the Softies see the issue as one that is the fault of the users. Its either the Russian hackers or the users of Microsoft products and services. Yeah, the problem is not ours.
- Microsoft, like Apple and Telegram, are struggling to graft smart software into ageing platforms, software, and systems. Google is doing a better job, but it is in second place. Imagine that. Google in the “place” position in the AI Derby. But Google has its own issues to resolve, and it is thinking about putting data centers in space, keeping its allegedly booming Web search business cranking along at top speed, and sucking enough cash from online advertising to pay for its smart software ambitions. Those wizards are busy. But Googzilla is in second place and coping with acute stress reaction.
Net net: The big players have put huge piles of casino chips in the AI poker game. Desperation takes many forms. The sport of extreme marketing is just one of the disorder’s manifestations. Watch it on TikTok-type services.
Stephen E Arnold, November 10, 2025
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