Copilot overload: Microsoft’s branding push sparks confusion and internal criticism
Microsoft’s Copilot strategy has become increasingly chaotic, with more than 80 different products, features, and services now carrying the Copilot name. According to AI researcher Tey Bannerman, the company is overusing the branding as a shortcut, renaming existing tools instead of rebuilding them, which creates confusion and dilutes the original “trusted partner” metaphor. Internal reports suggest Microsoft is struggling to unify its AI vision, with some executives admitting many Copilot-branded tools are gimmicks and that the company relies heavily on third‑party vendors to make them work. While Microsoft is trying to streamline Copilot’s presence in Windows 11, the broader AI strategy still appears fragmented and driven by pressure to appear competitive rather than by coherent product design.