According to Fortune, Microsoft is betting big on lifestyle influencers like Alix Earle to close the massive usage gap with ChatGPT. Copilot currently has 150 million monthly active users while ChatGPT claims 800 million weekly users and Google’s Gemini boasts 650 million monthly users. Microsoft Consumer Chief Marketing Officer Yusuf Mehdi admitted they’re “a challenger brand” in this space and confirmed they’re paying influencers to make Copilot their chatbot of choice. The company recently enlisted 24-year-old social media star Alix Earle, who has 12.6 million combined followers, along with fashion-focused twins Brigette and Danielle Pheloung who have 3.4 million followers. Mehdi says Microsoft is getting more bang for the buck with influencers than traditional media but declined to provide specific metrics or reveal how much creators are being paid.
The consumer AI gap
Here’s the thing: Microsoft absolutely dominates the enterprise space with Office and Azure, but they’ve never really cracked the consumer market. Especially with younger users. While office workers know Copilot as that thing that summarizes meetings and organizes spreadsheets, most people under 30 are reaching for ChatGPT when they need AI help. The numbers don’t lie – 150 million monthly users versus 800 million weekly is a staggering difference. Microsoft basically needs to completely rebrand Copilot from a productivity tool to something more personal and accessible.
Why lifestyle influencers?
This is where it gets interesting. Instead of tech influencers explaining features, Microsoft went with lifestyle creators who treat Copilot like a life coach. Alix Earle asking how to look younger? The Pheloung twins getting fashion advice for New York Fashion Week? Brandon Edelman discussing dating and imposter syndrome? It’s all very deliberately non-technical. The campaign is trying to position Copilot as what Consumer AI chief Mustafa Suleyman calls “an AI companion that helps you think, plan and dream.” Basically, they’re selling vibes rather than features. And some of these videos are getting insane numbers – Earle’s video about appearing younger hit 15.4 million views, nearly double her follower count.
But does this actually work?
NYU marketing professor Anindya Ghose expressed surprise at Microsoft’s approach but thinks it’s probably working because they wouldn’t continue otherwise. He makes a good point – even if the influencer’s credibility on tech isn’t high, their familiarity with audiences creates willingness to “bite on that apple.” Mehdi claims they can see people saying “I’m gonna go try that” and can track the usage it’s driving. But here’s the million-dollar question: Are people just watching entertaining videos, or are they actually switching from ChatGPT to Copilot? Gartner analyst Jason Wong is skeptical they can surpass ChatGPT in consumer adoption at this point. And honestly, he’s probably right. Changing consumer habits is incredibly difficult, especially when you’re playing catch-up.
The bigger picture
This isn’t just about Microsoft versus OpenAI. We’re seeing a fundamental shift in how enterprise companies approach consumer marketing. Dunkin’ with Charli D’Amelio, Amazon with fashion influencers, and now Microsoft with lifestyle creators. They’re all realizing that traditional advertising doesn’t cut it anymore. But there’s something ironic about Microsoft – this massive, established tech giant – trying to act like an “up and coming” brand through 20-something influencers. The strategy might drive some awareness, but converting that into lasting user loyalty? That’s the real challenge. And with AI evolving so rapidly, Microsoft needs more than viral videos to close that 650-million-user gap.
