Microsoft Copilot: AI support for marketing and sales

Microsoft Deutschland GmbH, founded in 1983, is a subsidiary of Microsoft Corporation with headquarters in Munich. It employs more than 3,000 people at several locations in Germany. Microsoft Germany offers a wide range of products and services, including cloud solutions, artificial intelligence, Microsoft 365 and Xbox. The company supports both private individuals and companies in their digital transformation, focusing on technological innovation and sustainability. Microsoft's trade fair presentation clearly shows how much marketing and sales work is currently changing. The focus is on how content can be created more quickly, how artificial intelligence can be meaningfully integrated into marketing, sales, media, and communication, and how teams can work more effectively as a result. This is exactly where Microsoft comes in with a broad portfolio – from advertising solutions to cloud and AI applications.

AI as a productivity lever in everyday marketing

For many marketing managers, time is the scarcest resource. Content must be produced quickly, campaigns adapted at short notice, and new ideas developed continuously. Microsoft addresses these challenges with a clear focus on productivity. Artificial intelligence is not seen as an isolated experiment, but as a tool that provides direct support in everyday work. It's not just about speed, but also consistency. Campaigns, texts, and presentations can be developed in a structured way without having to start from scratch at every step. The goal is to reduce repetitive tasks and create space for strategic and creative work.

Copilot as a central element of the AI strategy

A central theme is Copilot. This application was developed to provide concrete support to employees in marketing and related areas. Copilot helps with writing content, brainstorming ideas, developing concepts, and creating presentations. Especially in the marketing environment, Copilot is perceived as a noticeable productivity gain. The key point here is integration. All functions are embedded directly in the platform, so no additional tools or media breaks are necessary. This lowers the barriers to entry and facilitates acceptance within the team.

Possible uses of Copilot in marketing

The practical applications are wide-ranging, from the preparation of operational tasks to strategic planning. Among other things, Copilot provides support in:

• Quickly creating texts and content drafts
• Preparing agency briefings
• Developing consistent campaign content
• Drafting social media posts
• Creating and customizing presentations

Copilot instead of autopilot: Human control remains central

An important aspect that Microsoft clearly emphasizes is the role of humans. Copilot deliberately stands for support – not complete automation. AI takes over repetitive or time-consuming tasks, but control over content, decisions, and direction remains with humans. This attitude is often described using an analogy from aviation: a copilot supports the pilot, makes recommendations, and takes on some tasks, but responsibility for the flight remains with the human. It is precisely this interaction that is considered realistic and sensible for the use of AI in marketing.

AI in the tension between trust and control

Many companies are still in the early stages of using AI. The central question is often: How reliable are the results? Microsoft sees this as a learning process that takes time. Trust is not created by blindly surrendering control, but by actively working with the technology. This includes checking results, formulating prompts in a targeted manner, and better understanding how AI works. Prompting is described as a new key skill that will become increasingly important in the future – comparable to the confident use of search engines in the past.

Expanded fields of application beyond marketing

In addition to classic marketing applications, AI opens up further possibilities, for example in the area of customer experience. Avatars or dialogue-based systems can handle customer inquiries, provide information, or speed up processes. At the same time, costs can be reduced and internal resources relieved. New perspectives are also emerging in sales. Content, offers, and presentations can be created more quickly and personalized to a greater extent without proportionally increasing the amount of work involved.

Learn, try things out, and stay curious

A key message from the Microsoft team is: try things out instead of waiting. The best way to get started with AI is through practical use—for example, with freely available applications such as Copilot or dialogue-based functions in search and chat environments. Those who learn to engage in dialogue with AI develop a better understanding of its strengths and limitations. This requires patience. Working with AI is not a one-time step, but a process. With each interaction, not only does the result improve, but so does your own competence in using the technology.

AI as a long-term opportunity for marketing teams

Microsoft's presentation makes it clear that artificial intelligence is not a short-term trend, but a fundamental change in the way we work. For marketing and sales teams, AI offers the opportunity to work more efficiently, ensure quality, and focus more on value-adding tasks. Microsoft positions Copilot as a tool that pragmatically accompanies this change—with clear support, but without taking responsibility out of your hands.