In a significant update, Microsoft has unveiled a redesigned Copilot AI search and chatbot experience (formerly Bing Chat) on the web, alongside new built-in AI image creation and editing features powered by a new AI model called Deucalion.
The tech giant based in Redmond, Washington, also announced a new video advertisement that will air during the upcoming NFL Super Bowl between the Kansas City Chiefs and the San Francisco Giants.
The Copilot redesign focuses on a cleaner, more user-friendly interface, featuring increased white space and fewer text elements. It also includes a visual carousel showcasing AI-generated images and sample prompts users can input to create their own content.
Here’s a comparison of the old Bing Chat interface and the new Microsoft Copilot design:
- Bing Chat Initial Design (July 2023): Screenshot/Microsoft
- Microsoft Copilot Redesign (February 2024): Screenshot/Microsoft
The new Copilot is now publicly accessible at "copilot.microsoft.com" and via the Copilot app in iOS and Android app stores. Currently, AI image generation is available in English across the United States, United Kingdom, Australia, India, and New Zealand.
Savvy Super Bowl Marketing
The Super Bowl, one of the most-watched sporting events in the U.S., commands ad rates starting in the millions for a 30-second spot. For Microsoft, this investment underscores its commitment to promoting the Copilot brand and its generative AI technology to mainstream users, encouraging them to choose Copilot over competitors like Google.
The advertisement effectively demonstrates Copilot’s capabilities, showcasing its ability to generate storyboard images for movie scripts and 3D game code. This positions Copilot not just as a search tool but as a versatile content creator.
Focus on Content Creation in Entertainment Industry
Microsoft's emphasis on the entertainment sector is timely, given the ongoing resistance from actors, writers, and other creatives against AI potentially encroaching on their jobs. The advertisement frames Copilot and AI as tools for emerging talent, bypassing current controversies.
Moreover, Microsoft’s new AI image generation and editing capabilities are integrated with its Designer AI art generator, similar to OpenAI’s DALL-E 3. As Yusuf Mehdi, executive vice president and consumer marketing chief, highlights:
“With Designer in Copilot, users can create and customize images with inline editing. Whether it’s enhancing colors, blurring backgrounds, or reimagining images with different effects, Copilot simplifies the creative process—free for standard users and offering additional features for Copilot Pro subscribers.”
Despite recent controversies around nonconsensual AI-generated deepfakes, Microsoft appears undeterred, continuing to promote its AI tools while facing scrutiny from lawsuits and federal investigations.
Introducing Deucalion: A New AI Model
Among the announcements, Microsoft has quietly introduced a new AI model, Deucalion. According to Jordi Ribas, Corporate Vice President and Head of Engineering for Copilot and Bing, Deucalion is a fine-tuned model that enhances the “Balanced” mode, making it richer and faster.
Users can select from three modes: “Creative,” “Balanced,” or “Precise,” each offering different levels of AI-generated output. The “Balanced” mode strives to blend creativity with factual responses, making it ideal for varied tasks.
While it’s still uncertain whether Deucalion is based on OpenAI’s GPT-4 or another model, the indications suggest it is a modified version tailored for Copilot by Microsoft engineers. Mikhail Parakhin, CEO of Advertising and Web Services, indicated that testing is ongoing and that the model is named after Prometheus' son in Greek mythology.
Overall, Microsoft’s latest moves in AI and its strategic marketing plan could significantly shift the landscape for generative AI tools, appealing not only to creative professionals but also to everyday users looking for enhanced ways to generate content.
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