US Agency to Microsoft: Get your product naming right, everything is not Copilot; Microsoft responds ….

The Better Business Bureau’s National Advertising Division has called out Microsoft for its confusing overuse of “Copilot” branding across AI products, recommending the company modify its advertising claims and clarify product functionality differences. Microsoft disagrees with the findings but says it will comply with the watchdog’s recommendations.The NAD reviewed Microsoft’s Copilot advertising and found that the company’s “universal use of the product description as ‘Copilot'” creates consumer confusion, as customers “would not necessarily understand the difference” between various AI tools bearing the same name. The watchdog specifically criticized Microsoft’s claim that Copilot works “seamlessly across all your data,” noting that Business Chat requires manual copying and pasting to achieve the same functionality as Copilot in individual Office applications.