British regulator has demanded Microsoft halt its Copilot AI advertising campaign, finding it misleading to consumers. The company is actively integrating the AI assistant into its products and services.
G. Ostrov
The British advertising regulator ASA (Advertising Standards Authority) has ruled against Microsoft, demanding the company cease its artificial intelligence Copilot advertising campaign, which was found to be misleading consumers.
Regulator's Concerns
The main concerns of the ASA relate to Microsoft exaggerating Copilot's capabilities in its advertising and creating incorrect expectations among consumers regarding the AI assistant's functions. The regulator stated that the advertising contains claims that do not match the technology's actual capabilities.
Aggressive Integration Strategy
Microsoft is indeed actively integrating Copilot into virtually all of its products and services. The AI assistant has appeared in Microsoft Office, Windows, Edge browser, Azure cloud services, and numerous other company products. Such extensive integration raises questions about whether users always understand what AI capabilities they are dealing with.
Transparency Issues
The regulator noted that Microsoft does not clearly enough explain the limitations of its AI assistant. Advertising materials often demonstrate ideal usage scenarios, while actual work with Copilot may include errors, inaccuracies, or inability to perform certain tasks.
Microsoft's Response
Microsoft stated that it will cooperate with the regulator to address the issues raised. Company representatives emphasized their commitment to the principles of responsible development and promotion of artificial intelligence technologies.
Industry Impact
This decision could set a precedent for other technology companies actively promoting AI solutions. Regulators worldwide are increasingly scrutinizing how companies present their AI products' capabilities to consumers.
More information about Microsoft products and services can be found on the company's official website.
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