Microsoft Copilot adds new Gen AI capabilities for marketers

Alex Sword


The Financial Services Forum

Microsoft and Adobe are partnering to add new features that will bring marketing insights into everyday workflows.

The tie-up between Copilot and the Experience Cloud will allow marketers to access insights and creative tools while using tools such as Outlook, Teams and Word.

Copilot is Microsoft’s AI assistant, which is embedded into its apps and offers prompts and support. Users can also deploy it for generative tasks using natural language prompts.

Through the partnership, marketers can ask questions to get the status of a particular marketing project, including understanding campaign effectiveness, outstanding approvals and actions.

Marketers will also be able to tap into data to create campaign briefs, presentations, website updates and emails with relevant context.

In addition, they will also be able to generate imagery or copy, including in Microsoft Word.

Copilot will also send notifications on the status of different projects.

According to a survey, 43% of marketing and comms professionals find switching between applications disruptive to their creativity.

Amit Ahuja, senior vice president, Digital Experience Business at Adobe, said: “The demand for personalized content across social media, mobile and other fast-moving channels has been exploding, pushing marketers to drive greater efficiency and productivity in their everyday work.

“Marketers spend a great deal of their day working across Adobe and Microsoft applications, and the partnership provides a unique offering for marketing teams, streamlining daily tasks across planning, collaboration, create and campaign execution.”

Jared Spataro, corporate vice president, AI at Work, Microsoft, said: “Microsoft and Adobe share a common goal of empowering marketers to focus on the work that’s most important – creating impactful campaigns and enhancing customer experiences.

“By integrating contextual marketing insights from Adobe Experience Cloud applications and Dynamics 365 within the flow of work through Copilot for Microsoft 365, we deliver on our shared goal while helping marketers streamline their efforts, break down barriers, and deliver exceptional results.”

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