Comprehensive campaign introducing AI-powered features in Microsoft Edge and Copilot integration
As Microsoft ramped up early Copilot awareness in late 2023, the Edge team saw an opportunity to anchor its AI story in everyday browsing. This campaign launched just ahead of the holiday season, positioning Edge as the AI-powered browser that transforms how people interact with the web.
Part of a broader Go-To-Market strategy, we positioned Edge not merely as a tool, but as a trusted AI companion in your digital life. From in-app demos to social-first video, this creative library became Edge's springboard for bringing smarter browsing to life.
Integrated Marketing & Creative Strategy Lead
Late 2023 - Early 2024
As Integrated Marketing & Creative Strategy lead, I architected a narrative arc that connected Edge's AI evolution to real-world value: from first glance to first click. This wasn't just assets—it was a human-centered suite, crafted to spark curiosity and guide users toward smarter browsing habits.
Developed a cohesive story that positioned Edge's AI features as natural extensions of everyday browsing, making advanced technology feel accessible and valuable.
Every storyboard, animation, and headline was engineered to reinforce Edge's strategic shift toward being a trusted AI companion rather than just a browser.
Created a scalable creative system that worked across in-app experiences, social media, and traditional marketing channels.
Seamless AI assistance built directly into the browsing experience, providing contextual help and insights.
AI-powered search capabilities that understand context and provide more relevant, personalized results.
AI features that help users work smarter, from summarizing content to generating insights from web data.
Machine learning that adapts to user behavior, creating a more intuitive and efficient browsing experience.
Experience how Edge's AI features transform everyday browsing into an intelligent, personalized journey.
See how seamlessly Copilot integrates into Edge, providing contextual assistance and smart insights.
Discover how Edge's AI capabilities enhance productivity and streamline your digital workflow.
This content debuted in late 2023, launching just ahead of the holiday campaign and as Microsoft was ramping up early Copilot awareness. The timing positioned Edge at the forefront of the AI browser revolution.
Early in 2024, as AI tools surged in popularity, this creative library became Edge's springboard for continued AI messaging and user education, providing a foundation for ongoing campaigns.
This campaign was brought to life in collaboration with the brilliant team at Not Real. Their animation and motion design expertise amplified our storytelling, creating visually compelling content that made complex AI concepts accessible and engaging.
The partnership focused on translating technical AI capabilities into human-centered narratives that resonated with everyday users, ensuring the campaign felt both innovative and approachable.
This campaign marked a pivotal moment in Microsoft Edge's evolution, successfully positioning the browser as an AI-first platform rather than just another web browser. The strategic timing and comprehensive approach created a foundation for Edge's continued AI messaging.
By focusing on real-world value and human-centered storytelling, we transformed complex AI features into compelling reasons for users to choose Edge as their primary browser. The campaign's success demonstrated the power of strategic narrative architecture in technology marketing.
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