The BBB critiques Microsoft’s recent advertising for Clippy, I mean Copilot, and they found quite a bit of puffery.
From The Verge:
Microsoft has been claiming that Copilot has productivity and return on investment (ROI) benefits for businesses that adopt the AI assistant, including that “67%, 70%, and 75% of users say they are more productive” after a certain amount of Copilot usage. “NAD found that although the study demonstrates a perception of productivity, it does not provide a good fit for the objective claim at issue,” says the watchdog in its review. “As a result, NAD recommended the claim be discontinued or modified to disclose the basis for the claim.”
And from the original report from the BBB National Programs’ National Advertising Division:
NAD found that although the study demonstrates a perception of productivity, it does not provide a good fit for the objective claim at issue. As a result, NAD recommended the claim be discontinued or modified to disclose the basis for the claim.
Aside from puffery, this aligns with my observations of Copilot. The branding is confusing, the integration with products is suspect, and the tools lags far behind other AI/LLM agents like Gemini, ChatGPT, and Claude.
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