Microsoft (MSFT) is ramping up efforts to boost downloads of its Copilot chatbot by enlisting some of America's most popular influencers to convey a core message to younger consumers: its AI assistant is just as cool as ChatGPT.

Microsoft urgently needs this push. The company recently reported 150 million monthly active users for its Copilot suite. However, OpenAI's ChatGPT claims 800 million weekly active users, while Google's Gemini boasts 650 million monthly users.

With a stronghold in enterprise software and cloud services, Microsoft dominates the corporate sector but struggles to penetrate the consumer market, particularly among users under 30.

"In this space, we're a challenger brand on the rise," said Yusuf Mehdi, Microsoft's head of consumer marketing, in an interview. He aims to persuade top influencers to adopt Copilot as their go-to chatbot, leveraging their reach to promote it to millions of followers.

Mehdi noted that influencer marketing has yielded higher returns than traditional media for Microsoft, though he declined to share specific figures. Neither he nor the influencers disclosed payment details for promoting Copilot.

Many companies have tied their fortunes to influencers in recent years. In 2020, Dunkin' Brands collaborated with Charli D'Amelio to launch a signature drink promoted to her millions of followers. Thousands of influencers regularly feature Amazon store products, while Kim Kardashian turned her online fame into a global empire with Skims.

Anindya Ghosh, a marketing professor at NYU Stern, expressed surprise at Microsoft's choice of lifestyle influencers but acknowledged the appeal of their loyal fanbases. "Even if influencers lack credibility, high familiarity can still draw people in," Ghosh said. He believes Microsoft would discontinue the strategy if ineffective, suggesting AI influencers might be tested later.

Microsoft's selection of non-tech influencers aligns with its positioning of Copilot as a "life coach" for everyone. Consumer AI lead Mustafa Suleyman described it as an AI companion to "help you think, plan, and dream."

The company recently signed social media star Alex Earl, known for sharing personal details in viral videos. The 24-year-old, with 12.6 million Instagram and TikTok followers, joined Mehdi at Cannes Lions to discuss influencer impact.

Earl collaborates with Microsoft on campaigns but improvises freely. In May, she asked Copilot how to look younger after fans said she appeared 40. The AI suggested skincare routines. The TikTok video garnered 15.4 million views—double her follower count—with the caption "Copilot is my therapist & life coach."

Mehdi cited Earl's video on Copilot Groups as proof of success, noting increased engagement and downloads. It reached 1.9 million views on Instagram and 7 million on TikTok. Earl declined to comment.

Twins Bridget and Danielle Ferron, with 3.4 million followers, initially doubted becoming Copilot ambassadors. "Who’d think a girl known for curling iron videos would now promote AI?" Bridget remarked. Their recent Copilot-styled '70s/'80s outfits for NYFW, complete with shoulder pads and sock-stuffed shirts, drew praise from TikTok users.

While Copilot is widely used for workplace tasks like summarizing meetings, Microsoft's campaign emphasizes personal empowerment. Influencer Bran Flakezz (1.7 million followers) filmed videos discussing dating, travel, and imposter syndrome with Copilot, posted on its modest 176K-follower TikTok.

One video tackled morbid queries like posthumous credit card debt, with Copilot clarifying obligations don’t vanish. Microsoft captioned it: "With Copilot, no question is awkward."

So far, Microsoft's influencer drive has attracted big names and billions of views. But whether it can close Copilot's user gap with ChatGPT remains uncertain. Gartner analyst Jason Wong is skeptical: "It’s tough to outpace consumer-focused ChatGPT."