Microsoft

Microsoft’s Big AI Breakthrough - Shaping the Future of AI

Background

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?”

The Approach: Turning AI Skepticism Into Excitement

Microsoft and We. created a campaign that brought AI’s promise to life by enabling influencers and media to experience it firsthand.

Immersive launch event: 85+ top global influencers, analysts and reporters explored the tech with hands-on demos at Microsoft's campus, discovering how it could transform work and life.
Multiple points of influence: The media strategy ensured the message resonated across tech, business and mainstream outlets, amplified globally through a custom playbook.
Ongoing momentum: Phased media moments kept the buzz alive, with the unveiling of new products like Security Copilot and Microsoft 365 Copilot.

The Impact: Dominant Coverage and Explosive User Growth

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.

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Photo by Joan Cros/NurPhoto via Getty Images