Super Bowl Hot Take: Microsoft Shows Copilot's PowerBut Not Its Personality

THE AD: Microsoft's ad is not a Super Bowl adper sein that it was not made for the Big Game specificallybut is part of an ongoing campaign from the software giant. It highlights the real-time data and reasoning capabilities of its AI chatbot Copilot-and more specificallyits Excel integration.

In the 30-second spotviewers see recruiters home in on a list of ideal linebackersone prompt at a time. The tech filters optionsbuilds charts based on historical statsand develops predictive models to help the recruiters select their ideal linebacker.

The spot was not created as a standalone spot for the Super Bowlbut is part of an ongoing campaign for the brand. It was directed by Walt Beckerand created in partnership with the production house-slash-creative agency Panay Films.

MY TAKE: Microsoft did an impressive job of showing off its product with ultra-tailored use cases that do double duty as an appreciation for the brand's long-term partnership with the NFL.

The brand's approach alsonotablydiverged from that of other tech brands hawking AI during Super Bowl 60. While Anthropic poked fun at OpenAI's plans to integrate ads into ChatGPT in a cheeky campaignand Google promoted Gemini with a tenderfamily-focused spotMicrosoft expressed the most clearly product-focused message. Microsoft wants viewers to see real Copilot use cases in closeup. And it achieves that end.

But along the wayit doesn't do much to differentiate itself as a brand-or communicate the ethos of that brand. When viewers see Anthropic's Super Bowl adthey know the lab is “the ethical AI company” (a positioning it's claimed since it was founded by ex-OpenAI employees in 2021). When viewers see OpenAI's Super Bowl adthey sense that the brand embraces bold and creative thinking. Google renders Gemini a human-centric brand for everyday use.

In this adwhat defines Copilot's brand? Enterprise productivity? If sothat's finebut it feels a bit devoid of personalitywhile also being more sales-conscious than any of the other major AI ads in this year's game.

Microsoft may be attempting a more performance-driven approach as it looks to score more premium enterprise subscriptions-an area where it certainly has room to grow. According to the tech company's latest earningsreported Jan. 28Microsoft 365 now has 450 million paid seatsbut just 15 millionabout 3.3% of the totalpay for Copilot.

In the endthe ad feels like it belongs in the Super Bowlbut won't prove especially memorable in a crowded field.

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