Microsoft’s Latest AI Assistant Is Meant for Marketers, Customer Reps and Work Apps
Microsoft Corp., having brought artificial intelligence to its battle with Google over search, is now turning to the latest AI technology to catch up with rivals in the corporate applications market such as Oracle Corp., Salesforce Inc. and SAP SE.
The software giant is introducing an AI assistant—called Dynamics 365 Copilot — for applications that handle tasks such as sales, marketing and customer service. Based on technology from OpenAI, the software can draft contextual chat and email answers to customer-service queries. It can help marketers come up with customer categories to target, and write product listings for e-commerce. The new capabilities are being released in preview form on Monday and are being tested by hundreds of early customers. For example, Italian aperitif maker Campari is trying out the marketing tools to concoct targeted campaigns for events around the Negroni cocktail.
Microsoft also said its next set of AI announcements, planned for March 16, will relate to “workplace productivity,” a term the software maker usually uses to mean Office software.
Business applications are the latest Microsoft programs to get an AI makeover so far this year as the company adds language-generation tools and chatbots to everything from its Bing internet-search engine to the Teams corporate-conferencing software. The strategy follows a successful debut for an AI programming tool called GitHub Copilot last year and Microsoft's expansion of its investment in OpenAI, the maker of ChatGPT, in January. Chief Executive Officer Satya Nadella has said the company plans to overhaul its whole product lineup using AI and tools from OpenAI.
In the business applications category, where Microsoft has operated for more than two
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