Microsoft Leverages Gen Z Influencers to Promote Copilot AI Amid Rivalry with ChatGPT and Gemini
Microsoft is deploying Gen Z influencers like Alix Earle and The Pheloung brothers to rebrand its Copilot AI assistant as a lifestyle tool for younger audiences. The campaign, featuring skincare routines and study hacks in short-form videos, targets TikTok-style engagement—Earle’s post alone garnered millions of views. Yet Microsoft remains tight-lipped on conversion metrics, leaving analysts skeptical about its ability to close the gap with ChatGPT’s cultural cachet.
Behind the influencer buzz lies a murky adoption landscape. Copilot’s user metrics blend enterprise and consumer data, obscuring true traction. While the campaign may boost brand awareness, experts question whether viral content can translate into sustained usage against rivals like OpenAI’s ChatGPT and Google’s Gemini.
