Everyday AI for Every Communicator with Microsoft Copilot | Media Relations and Influencer Marketing

The launch of Microsoft Copilot in 2023 signaled a bold step into an AI-powered future.  However, Vero’s AI and journalism survey found that Filipino journalists are the most apprehensive about AI in the region. Though they use it the least among their Southeast Asian peers, they’re also the most hopeful about the technology’s positive impact.  

These very journalists play a critical role in shaping public opinion, so the challenge for this campaign was to engage with the media—to earn their trust, address their concerns, and position Copilot not as a threat, but as a tool that empowers people to thrive at work, in life, and even in play. 

To show communicators how Copilot transforms productivity, sparks creativity, and meets the everyday needs of people and businesses, the campaign didn’t just demo the tool — it brought it to life through in-person events that took journalists and creators to a journey from curiosity to community. The campaign had three key touchpoints: 

• The Copilot AI-Rena Quiz Night: As a play on the words “AI” and “Arena,” the quiz night blended competition, social connection, and AI, letting participants use Microsoft Copilot to power through four high-energy quiz rounds.  

• AI Masterclasses: Microsoft hosted AI Masterclass sessions with some of the country’s biggest news media, namely: the Philippine Daily Inquirer, Manila Bulletin, and BusinessWorld. In these sessions, journalists tried out Copilot, asked questions, and discussed how to integrate the technology effectively and responsibly into editorial workflows.  

• Copilot Creator Collective Launch: The Copilot Creator Collective is an exclusive community of forward-thinking niche creators and newsfluencers exploring AI’s potential to enhance creativity and productivity. Highly considered the “new media,” creators were offered hands-on experiences with Copilot tools and sparked meaningful conversations around AI-driven storytelling, design, and multilingual content. 

Throughout the campaign, Copilot’s real-world potential was on full display — as the team used it at every stage of the process. 

Participants didn’t just learn about Microsoft Copilot. They used it, explored it, and left with the app downloaded and ready for use whenever, wherever. The end result? Tangible excitement and deeper appreciation for what Copilot can do. One KOL captured the energy best: “Nothing short of electrifying!”   

Most importantly, the campaign ignited something bigger — it laid the foundation for a growing, diverse community of AI champions in the Philippines through the Copilot Creator Collective. 

The campaign has been shortlisted for the SABRE Awards Asia Pacific 2025 in the Technology: Software and Services campaign category.