Last week Microsoft has updated the functionalities of Co -pilot, Your artificial intelligence assistant, with the aim of offering a more personalized experience and deeper knowledge, but providing control to the user. And to communicate it, it has launched an articulated campaign around the concept “Be the pilot.”

Designed and produced by Panay Films, it is composed of a battery of nine spots that, from humor, portray a wide variety of situations in which the assistant can be useful and help consumers achieve their goals. “Be the pilot” is launched within the framework of the 50th anniversary of Microsoftand is a determined step of the company to publicize its artificial intelligence proposal.

In Microsoft videos proposes different scenarios that exemplify The co -driver value in different contexts: personal, corporate, entrepreneurs, etc. The pieces reflect both the individual capacities of the assistant and as those of its version integrated with Microsoft 365. All this following the same problem-solution structure, which exemplifies its level of customization and shows how it empowers users.

Copilot is able to satisfy the curiosity of users and Generate interesting conversations Both by voice and with text, as shown in one of the spots. You can also act as coach to guide in stress situations, and, for example, advise on issues of public presentations.

Microsoft also highlights the co -driver’s power at the level of generation of images and artistic resources. The company is committed to a casual tone and an approach to the daily life and the human side of artificial intelligence as a formula to connect emotionally with users, and dissipate the doubts of those who are still suspicious of technology.

The campaign puts, on the other hand, The focus on studentswho will find in co -pilot a tool capable of retaining information, understanding the user and offering personalized summaries with suitable styles for each context. In the following spot, a student turns studies into a question contest, taking a simple photograph with his mobile to the notes and uploading them to the tool.

In creative writing processesCopilot can help break the mental block generating all kinds of texts and developing concepts. Panay Films plays in this announcement with a concrete block as a barrier metaphor that must be overcome when starting working on any project.

Copilot with Microsoft 365

To communicate Copilot’s possibilities integrated with Microsoft 365 -Word, Excel, PowerPoint, Teams, Chat and email-, the company is committed to the concept “Your business is your business”. One of the campaign spots reflects the learning of the tool and the security it offers for the information of each company.

Microsoft has made special emphasis on communicating the security capabilities of the assistant. In this spot it exemplifies it with a worker trying to steal the dessert of another of the fridge. Microsoft 365 Copilot is presented as a guarantor of confidentiality in business.

Likewise, the tool is capable of Analyze complex documents and reports and prepare with presentations, reports and executive summaries for meetings and other events. “Upload a report and ask Copilot Chat to provide you with key information and possible questions that could ask you, so you can prepare a more fluid meeting”, Says Microsoft in the description of this other spot.

Microsoft 365 Copilot also allows Extract ideas and key report datato expedite decision making in work meetings. Panay Films communicates it in the campaign by making a metaphor between finding a needle in a haystack, and the possibility of finding that valuable figure to progress in a project.

“Copilot is more than an AI: it is yours. Remember not only what you said, but also who you are“Mustafa Suleyman, Executive Vice President and Executive Director of Microsoft AI, explained recently in a statement.”Copilot helps you stay organized, to think clearly and learn more intuitively. It is there when you need a quick and objective response, a long exploratory debate or when you feel like simply downloading something after a hard day”

With “Be the pilot”, the company reflects this same customization component, presenting the tool as A partner who follows you throughout the day. “The campaign is designed to connect with winning and dreamer people aware that success does not lie in scripting to a script”, Says Andrew Panay, founder of Panay Films in a LinkedIn post.”It consists of writing a new one“

As noted Little Black Book“Be the pilot” It was launched on April 10 in the United States and will arrive at the end of the month to the United Kingdom. The campaign will have activations on connected television, digital media, social networks and online search engines.