Apparently, this hasn’t led to internal conflicts yet, but some employees feel that the Microsoft 365 team is being pushed around because of the prominent role they play in He has developed office applications, he always wanted to own the Copilot brand. The new rebranding clearly shows that Microsoft 365 has won the battle over Copilot brand ownership. However, no specific engineering team owns CoPilot yet, and it is not known whether Microsoft will use it for future commercial CoPilots outside of Microsoft 365. What is his plan?
With this rebrand, Microsoft apparently wanted to align the Microsoft 365 brand with the business goals it has in mind for the development of CoPilot; But the problem is that Microsoft’s wishes for Copilot have not yet been fully realized.
Copilot has not yet reached the position that Microsoft intended, and users have not shown much interest in this platform. even Gareth OistrickChief Marketing Officer of Copilot Pro and Microsoft 365, also said clearly: “The most interesting feedback we received was that sometimes our users want to disable Copilot.”
The only platform that might benefit from rebranding to Copilot is Bing
Do not judge too soon; Maybe one day Copilot will really reach the efficiency and popularity that Microsoft wanted; But currently, there is no reason why users should prefer using ChatGPT over Copilot (unless they are looking for more censorship and restrictions!). Even the relatively innovative “recall” feature in Copilot Plus artificial intelligence computers faced a mountain of problems due to Microsoft’s failure to address security concerns in time and has not yet been made available to the public.
Perhaps the only platform that might benefit from being associated with the Copilot brand is Bing. No matter how much Bing does its job right these days and has distanced itself from the accusation of directly copying Google’s results, its name is still rightly or wrongly associated with lower quality than Google’s search.
For years, Microsoft has been trying to get a bigger share of the search engine market for itself and to encourage more users to use Bing (it even went as far as simulating the Google search page in Bing to deceive users!), but Google is still on the throne of the Internet empire. It is supported and it is unlikely that its 90% share of the market will be damaged anytime soon.
In my opinion, changing the Bing brand to Kopilot may be able to erase the bitter memory of the failure of Microsoft’s search engine from the minds; Also, this is more consistent with Microsoft’s goal of integrating search with artificial intelligence. I don’t think anyone will use the term “Bing” instead of “Googling” in the next hundred years; But maybe “Ask Copilot” has a better chance.
