Microsoft has collaborated with phenomena to compete with ChatGPT using Copilot.

Microsoft's Artificial Intelligence Assistant Copilot

Microsoft has decided to collaborate with well-known influencers to make its artificial intelligence-powered chat assistant Copilot more popular among young users. With this strategy, the company aims to convey the message to young people that "Our AI assistant Copilot is as cool as ChatGPT."

Rise in Active User Count

The company announced that Copilot has reached 150 million active users monthly. However, competitors OpenAI's ChatGPT has reached weekly 800 million users, while Google's Gemini has a monthly user base of 650 million.

Target Audience: Young Users

For a long time, Microsoft has been selling software and cloud services to corporate clients, but admits it has struggled to reach young people under 30 in the consumer market. Marketing Director Yusuf Mehdi emphasized that with these collaborations, they aim to have influencers promote Copilot and then potentially market this popularity to millions of their followers.

Expectations from Influencers

New York University Stern School of Business Marketing Professor Anindya Ghose finds Microsoft's collaboration with influencers interesting. Ghose believes that interest in the brand will increase through these influencers, stating, "While influencers may not have high credibility, users who are familiar with them will show interest in the brand."

New Positioning of Copilot

Microsoft's promotional campaign aims to position Copilot as a "life coach" for a broader audience. Social media influencers such as Alix Earle and the Pheloung twins are introducing this digital assistant to millions of their followers by using Copilot in their videos.