AI is widely recognized as a fantastic tool for coding. Beyond that, however, things start to get a bit fuzzy. While I’m sure most folks reading this are well aware of the utility of generative AI and are making frequent use of it, if the above web spot for Copilot is any indication, AI companies are struggling to penetrate the broader consumer market.
The following ad popped up while I was playing Angry Birds Friends (one of my guilty pleasures). Microsoft seems to be positioning Copilot as a free picture-transformer. The message: Copilot is a fun app that generates pictures in a variety of quirky styles and will keep you and your buddies entertained for hours.
Needless to say this approach seriously undersells the power of generative AI. Not only that but I’m not sure how compelling this pitch really is. Maybe Microsoft is using a “land and expand” strategy — hoping consumers will first download Copilot to generate novelty images, and then later discover its broader capabilities, using it to improve life at home and work. The idea seems to be that usage will then skyrocket. (Personally, I’m skeptical this will work.)
I’m not sure how widely Microsoft is pushing this “picture transformer” message (maybe it’s specifically targeted at the Angry Birds crowd?), but if this is how they’re presenting the power and potential of generative AI, it suggests there’s still a long way to go in reaching broader adoption.
Microsoft isn’t alone
PS Microsoft isn’t the only company going with the “Gen AI = picture-transformer” approach:
Extra-credit reading
- ChatGPT-5’s Short-Lived Simplicity: One Week of Clean Design
- OpenAI’s Version Mess and Nutty Pricing Strategy
- Meta, Llama and Malcolm in the Middle – Prime Time Open Washing
Pau for now…
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