Microsoft
In early 2023, generative AI was still a mystery for many, with skepticism high. Microsoft’s AI-powered search engine Bing had the potential to transform the tech landscape — but it needed a distinct narrative. The challenge was shifting all the talk around AI from “What will AI mean for me?”to “What can AI do for me?”
Microsoft and We. created a campaign that brought AI’s promise to life by enabling influencers and media to experience it firsthand.
The campaign positioned Microsoft as a leader in the generative AI revolution. Bing trended No. 1 on Twitter and LinkedIn, made a cameo on “Jimmy Kimmel Live!,” and inspired a New Yorker cartoon.
Real product impact followed, with 100 million daily active users on Bing (up from 40 million), 5 billion+ chats and images created, and an 8x surge in Bing app downloads within the first 100 days.
Photo by Joan Cros/NurPhoto via Getty Images
“I tried Microsoft’s new AI-powered Bing. Search will never be the same.”
Joanna Stern, The Wall Street Journal
