The news: Microsoft is tapping Gen Z and lifestyle influencers to give its AI assistant, Copilot, a more relatable identity—and a cultural foothold beyond the workplace.

• TikTok star Alix Earle (12.6 million followers) has gone viral for asking Copilot beauty and wellness questions, generating more than 15 million views.
• Fashion duo Brigette and Danielle Pheloung (3.4 million) used Copilot to design New York Fashion Week looks.
• Brandon Edelman (1.7 million) featured the assistant in humorous TikToks about dating and imposter syndrome.

The goal, according to Microsoft’s AI head Mustafa Suleyman, is to make Copilot “an AI companion that helps you think, plan, and dream.” With 150 million monthly users, per Microsoft, Copilot still trails ChatGPT’s 800 million weekly and Google Gemini’s 650 million monthly, positioning Microsoft as a “challenger brand” in consumer AI, consumer CMO Yusuf Mehdi recently told Bloomberg.

Why it matters: Microsoft’s influencer shift reflects a broader move toward cultural marketing—embedding Copilot in everyday routines rather than pitching it as enterprise software. The company is targeting women and Gen Z, demographics where it lags far behind OpenAI, by choosing creators outside the tech sphere and focusing on fashion, wellness, and lifestyle.

Will it work? Data suggests that Microsoft’s influencer plan can be part of a winning strategy.

• Creators tend to reinforce awareness rather than create it. One-third (33%) of global buyers who purchased after seeing influencer content said they were already interested, per an EMARKETER and impact.com survey; that makes creators ideal validators for Microsoft’s audience, nudging curiosity into trial rather than building intent from zero.
• Even when inspired by creators, most consumers still verify information on their own, including visiting the brand’s website and seeking reviews elsewhere. That means in addition to speaking to those already interested in Copilot, its creator videos also function as top-of-funnel discovery.