The Microsoft logo hanging above a crowd of people | We. Communications

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.

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

Tags:

North America

No items found.

Creative strategy

Social media engagement

Sustainability

Explore more work

An illustration of a doctor and patient talking at a table | We. Communications

Health

Choosing Safer Healthcare to Save Lives

Arial image of two people in McDonalds merch enjoying a McDelivery meal | We. Communications

Consumer Lifestyle

Deep Understanding of Target Consumer Delivers for McDonald’s

Speakers at Climate Week NYC | We. Communications

Health

Johnson & Johnson Raises What Heat Means for Health

No items found.
An illustration of someone with AI in their glasses | We. Communications

Tag

Making Microsoft the Talk of AI for Work

Illustration of two people having a picnic and talking | We. Communications

Tag

Humanizing Mental Health in Southeast Asia

A blue cybersecurity lock | We. Communications

Tag

Making the Most of Microsoft’s Biggest Security Shift