Can ex-Meta marketing head turn Microsoft Copilot’s fortunes?

The AI arms race is in full swing, and every tech giant is manoeuvering for a dominant position. Microsoft, a heavyweight in this arena, has made a significant strategic move by bringing Mark D’Arcy, a marketing expert with over decade of experience at Meta and a prior stint at Time Warner, into its fold. His mission? To sprinkle some marketing magic on Microsoft Copilot, the company’s ambitious AI assistant, and help it not just compete, but truly connect with users. The question however is: can Mr. D’Arcy, with his formidable background in crafting compelling brand narratives, be the catalyst Copilot needs to skyrocket its appeal and market share?

The challenge is undeniably steep. Microsoft Copilot, while deeply integrated into the company’s ecosystem – from Windows and Bing to Microsoft 365 – currently finds itself looking up at the commanding lead of OpenAI’s ChatGPT. Recent market share data paints a clear picture of this uphill battle. A May 2025 report from First Page Sage indicated Microsoft Copilot held 14.3% of the AI search market share, a respectable figure but dwarfed by ChatGPT’s dominant 59.90%. Earlier in February 2025, data from aitools.xyz highlighted an even starker contrast in daily user engagement, suggesting ChatGPT garnered over 52 times more daily visits than Copilot (173.3 million compared to Copilot’s 3.3 million). Even looking at broader AI chatbot market share for the year leading up to April 2025, Statcounter Global Stats showed Copilot with a significantly smaller piece of the pie than its primary rival. ZDNET, as far back as December 2024, categorized Copilot in the “Under 1.5% Club” regarding market share, though acknowledging the inherent difficulty in precisely measuring a product so deeply embedded within other services.

This is the landscape Mr. D’Arcy walks into. In his new role, he will be reporting directly to Mustafa Suleyman, the CEO of Microsoft AI and a prominent voice advocating for a new breed of personal AI assistants – ones that are not just intelligent, but empathetic, intuitive, and, dare we say, more human. Mr. Suleyman, who co-founded DeepMind before joining Microsoft, has been vocal about his ambition to create AI that feels less like a cold, calculating machine and more like a genuine assistant you’d actually enjoy interacting with. He’s articulated a vision where Copilot evolves into an AI companion that can remember user preferences, understand emotional nuances, and even “live life alongside” its users. This philosophy is a core differentiator Microsoft is hoping to leverage.

Mr. D’Arcy’s pedigree certainly aligns with this vision. His decade at Meta was spent helping global brands craft eye-catching and engaging campaigns across a suite of hugely popular platforms: Facebook, Instagram, and WhatsApp. He understands the art of storytelling in the digital age, of building communities, and, crucially, of making technology resonate on a personal level. Before Meta, his role as Chief Creative Officer at Time Warner further honed his skills in shaping compelling narratives for mass audiences.

Now, at Microsoft, his primary objective will be to give Copilot the marketing impetus it desperately needs. It’s about more than just catchy slogans or a Super Bowl ad (though Microsoft did run one last year). It’s about crafting a distinct personality for Copilot, a voice that can cut through the noise of a crowded AI market that includes not only ChatGPT but also formidable offerings like Google’s Gemini, Amazon’s Alexa, and Anthropic’s Claude. Mr. D’Arcy’s role will involve unifying the efforts of Microsoft’s engineers, designers, and advertising teams, ensuring they are all “rowing in the same direction” to create an AI that users not only find useful but also like.

Microsoft isn’t just relying on marketing finesse; the underlying technology of Copilot is continually evolving. Recent upgrades include a “Memory” feature, allowing Copilot to recall information from past chats for more personalised and coherent conversations. They have also introduced “Copilot Actions,” enabling the AI to perform tasks such as booking reservations, and “Copilot Vision,” which allows the AI to interpret what’s on a user’s screen or in their camera view to provide more contextual assistance. For business users, enhanced capabilities around file interaction, web data integration into Excel, and more granular IT controls are being rolled out.

Mr. Suleyman himself has alluded to a strategy where Microsoft might not always be at the absolute “frontier” of AI model development, suggesting a slight strategic lag can be more cost-efficient in the long run, with the ultimate aim being self-sufficiency in AI. This perhaps allows for a more deliberate focus on the user experience and practical application, which is where Mr. D’Arcy’s expertise becomes invaluable.

So, can he truly turn Copilot’s fortunes? The task involves more than just clever advertising. It requires weaving a narrative that convinces users that Copilot is not just another AI, but their AI – an indispensable partner in their digital lives. It means building trust and demonstrating tangible value in a way that feels intuitive. Mr. D’Arcy needs to help Microsoft define what makes Copilot special, what makes it stand out beyond its deep Windows and Office integrations. Is it the most helpful? The most understanding? The most seamlessly integrated? Perhaps a blend of all three, delivered with a distinct and appealing persona.

The road ahead is challenging. User habits are already forming around existing AI tools, and the pace of innovation across the industry is relentless. However, with D’Arcy’s proven track record in building iconic brands and emotionally resonant campaigns, coupled with Microsoft’s immense resources and Suleyman’s clear vision for a more human-centric AI, there’s a palpable sense of potential. If D’Arcy can help Copilot find its unique voice and articulate its value proposition in a way that truly connects with the everyday user, he might just be the ace up Microsoft’s sleeve in the high-stakes game of AI supremacy. The tech world will be watching closely.