Microsoft’s Copilot advertising has come under scrutiny from the Better Business Bureau’s National Advertising Division (NAD), which has recommended that the company stop or change certain claims about the AI tool’s productivity benefits.
The watchdog found that Microsoft’s statements suggesting Copilot boosts productivity and delivers a strong return on investment (ROI) were not properly supported by evidence.
Microsoft had cited statistics claiming that 67%, 70%, and 75% of users reported increased productivity after using Copilot. However, NAD concluded that the figures reflect user perception rather than measurable outcomes. According to the review, these claims lack the objective backing needed for such marketing and should either be discontinued or clearly explain their basis.
The review also raised concerns over Microsoft’s branding of Copilot. NAD noted that Microsoft uses the Copilot name across multiple services, including Business Chat, which could easily confuse users. Because all these services are marketed under the same “Copilot” label, customers may not understand the differences between them. NAD has recommended that Microsoft make the limitations of features like Business Chat more obvious in its ads.
Microsoft has a history of confusing product names and rebrands, and Copilot is no exception. What started as Bing Chat Enterprise became Microsoft 365 Copilot, and Business Chat has shifted from a Teams chatbot to part of the Copilot suite. The inconsistent naming has made it harder for users to keep track of what each tool actually does.
While Microsoft says it disagrees with NAD’s conclusions, it has confirmed it will follow the group’s recommendations and clarify its advertising. Whether that leads to clearer branding and more accurate claims remains to be seen.
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