Transforming Browsing with AI

The Vision

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.

Strategic Approach

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.

• Narrative Architecture
  Developed a cohesive story that positioned Edge's AI features as natural extensions of everyday browsing, making advanced technology feel accessible and valuable
• Human-Centered Design
  Every storyboard, animation, and headline was engineered to reinforce Edge's strategic shift toward being a trusted AI companion rather than just a browser
• Multi-Platform Approach
  Created a scalable creative system that worked across in-app experiences, social media, and traditional marketing channels - ensuring consistent AI messaging at every touchpoint
• Creative Partnership
  Collaborated with Not Real agency to amplify storytelling through animation and motion design expertise, creating visually compelling content that made complex AI concepts accessible and engaging

Core AI Features

The campaign showcased four pillars of Edge's AI transformation:

• Copilot Integration
  Seamless AI assistance built directly into the browsing experience, providing contextual help and insights
• Smart Search
  AI-powered search capabilities that understand context and provide more relevant, personalized results
• Intelligent Productivity
  AI features that help users work smarter, from summarizing content to generating insights from web data
• Personalized Experience
  Machine learning that adapts to user behavior, creating a more intuitive and efficient browsing experience

Campaign Impact

This content debuted in late 2023, launching just ahead of the holiday campaign and as Microsoft was ramping up early Copilot awareness. The strategic 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 that successfully transformed complex AI features into compelling reasons for users to choose Edge as their primary browser.

Key Learnings

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. By focusing on real-world value and human-centered storytelling, we demonstrated the power of strategic narrative architecture in technology marketing - making complex AI capabilities feel both innovative and approachable.