Brand Building of Microsoft’s Copilot

As we know, Microsoft has made investment in OpenAI, and its Copilot relies on ChatGPT. Microsoft has infused AI into its various products and has emerged as a leader in AI. Of late, Microsoft is trying to lessen its dependence on OpenAI products to reduce its vulnerability.

Though Microsoft and OpenAI’s partnership is mutually beneficial, Microsoft would like to protect its position in the market if there happens to be an upheaval at OpenAI such as the ouster of Sam Altman, though what started in the weekend was settled right on Monday. The patch up saved Microsoft stock from nosediving. Though the whole episode ended happily, it exposed the Achille’s Heel of Microsoft. The C-suite at Microsoft wanted to set matter right.

There are plans to push Copilot to other backend LLMs. It is sensible to make Copilot survive without OpenAI, if necessary

As we have observed here, there are legal suits against OpenAI of copyright infringement. An adverse court ruling can affect both OpenAI and Microsoft.

In the new models of PCs and laptops, there would be dedicated AI hardware. Microsoft continues to develop its own in-house AI models (Phi-2). Microsoft calls it SLM. It has the potential to reduce Microsoft’s reliance on ChatGPT.

Microsoft would like to integrate open source LLMs into Co-pilot. The users would not know if Copilot is being powered by OpenAI or some other model.

Microsoft does not mind using its exclusive rights to AI infrastructure of OpenAI, but it withdraws a bit on the partnership. The distinction being made between Copilot and ChatGPT is a smart move. Microsoft wants to build Copilot brand and wants to reinforce its association with AI. At present, there is a feeling that Copilot is playing second fiddle to ChatGPT.

Copilot has been integrated to windows 11. In some displays, it starts by default. However, still it is not a killer app. As time rolls on, Copilot will be further integrated, and the users will feel the difference. Microsoft would like Copilot to get the brand recognition it deserves.

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