Sourav Choudhary Microsoft’s latest campaign, driven by AI and global creators, educates consumers on the power of Copilot+ PCs, earning 9 million views and sparking major conversations.
Microsoft’s latest venture into AI-powered marketing has proven that creativity can blend seamlessly with technology to drive massive engagement. In a globe-spanning campaign, Microsoft and Superdigital, their long-time creative partner, teamed up to introduce the Copilot+ PCs, including the latest Surface devices. The result? A groundbreaking, four-part series of 38 videos that captivated audiences worldwide and earned more than 9 million views and over 200,000 engagements.
The core insight driving the campaign came from research that revealed consumers were increasingly aware of AI’s future role in technology, but felt unprepared for it. “We needed to make AI relatable and tangible,” explained Whitney Wolf, Superdigital’s Head of Strategy. “Real people using AI to reach their goals was the perfect way to showcase how Copilot can empower users.”
The campaign kicked off with “Flavor Flight,” which enlisted cooking creators from various countries to experiment with AI-suggested recipes. A standout moment was Carolina Gelen’s banana curry pizza recipe, which sparked both intrigue and skepticism, but led to 6.1 million views and 112,000 engagements.
Another highlight was the “World’s Largest Painting” series, where pendulum painter Cole Newman used Copilot to break a Guinness World Record, creating a 2024-square-meter painting. The effort captured 411,000 views and 11,000 engagements.
The final stages of the campaign, including “Challenge Accepted,” saw macro-level creators like actress Tamara Mowry using Copilot to launch new businesses and projects. This segment generated 2 million views and 65,000 engagements, making it one of the most impactful phases of the campaign.
By combining real-world stories with cutting-edge AI technology, Microsoft’s campaign proved that perception can shape reality—and AI is ready to lead the way.
