Microsoft has invested heavily into Copilot, aka “your new AI companion”. Its launch campaign, Be the Pilot, has begun with ten videos, with more to come. The campaign, created with production company and creative agency, Panay Films, and directed by Walt Becker, features relatable moments where AI is making an impact – helping someone prep for a presentation, organise their week, finish a paper, or push through creative block.
And the company has found its sense of humour. Each of the videos has a touch of madness to real life situations, to underline the simplicity and fun of having what it calls an AI companion. Be a Pilot launched in the US on April 10. It will add social campaigns and expand into the UK next month.
