Microsoft Build 2025: van AI-assistent naar AI-ecosysteem

Microsoft is also toeing the line of AI integration. At Build 2025, it became clear that Copilot is no longer a stand-alone assistant, but is becoming the part of a smart ecosystem of collaborating AI agents.

Copilot Tuning: AI that speaks your tone-of-voice

Each brand has a recognizable tone, which you can train Copilot on. Thanks to the new tuning feature, you train the system on your language, processes and content. This provides AI-generated suggestions in Word, for example, that directly match your style and workflow.

Internal data as a content source: working smarter with SharePoint and OneDrive

Copilot can now also search your internal knowledge resources (such as SharePoint or OneDrive) and use them in brainstorms, summaries or analyses. The only condition is that your content must be well structured. Your content must have logical file names, clear folders and metadata. Think of your content library as a database for your AI: the better organized, the more powerful the result.

Copilot sees and hears: optimize for voice & vision

Copilot both listens and watches. You say "Hey Copilot" and AI responds with images, speech and context. The system recognizes what you are looking at, reads content to you and helps you through screens.

Web sites must anticipate this because it requires content that works in speech as well as visuals. Write as if you are narrating and use clear, descriptive alt-texts with visuals. Make sure your brand is recognizable even without visual context.

AI-driven branded agents: interactive marketing on the way

One of the most promising developments for marketing are branded agents. Microsoft is testing ad formats in which brands communicate with users via AI assistants. For example, if you search for sneakers on Bing, you will get personalized advice from a virtual Nike expert.

Interaction thus becomes the new content format. Short Q&As, personalized advice texts and explainer pages will become more important than long sales pages. And consistency in tone-of-voice and brand personality is becoming crucial both for humans and AIs.

Build your own AI agent: from one-size to fully personalized

With Copilot Studio and Azure Foundry, you can now build your own AI agent. Choose your models, link your data and workflows, and integrate them into Word, Teams or your website. The AI adapts to your organization.

Multi-agent collaboration: AI colleagues operating independently

Microsoft is also introducing "multi-agent orchestration" in which AI agents can work together. One does research, another analyzes, and a third writes the report. Without human intervention.

For marketing teams, this means a boost in productivity. But it also requires control: who sets the tone? Who guards the brand identity? AI enables speed, but it's up to people to provide direction.

What does this mean for marketers?

Microsoft leaves no doubt: AI is no longer a tool, but a strategic foundation. This requires a new approach to content. That starts with a recognizable tone-of-voice and a consistent content structure. When your style and message are uniformly implemented in all expressions, AI can better adopt and apply them. Your brand identity is then not only recognized by your target audience, but also understood by the smart assistants who will interpret or present your content.

In addition, how you organize your content is critical. A structured library with clear folders, file names and metadata makes it easier for AI models to quickly find the right information. Content should not only be appealing to the eye, but also understandable and usable by systems that work with speech or visual context. So don't just think mobile-first, but AI-first: write as if you are collaborating with a digital peer who is bringing your brand to life.

A reality check

At the same time, the advent of AI also has a dark side. During Build, it was announced that Microsoft is laying off 6,000 technical staff while CEO Satya Nadella indicated that AI already writes 30% of code, and within five years, as much as 95%.

Still, the human factor cannot be underestimated. Klarna replaced their support team with AI, but reversed this partly due to loss of quality. The lesson is clear: AI offers huge opportunities, but requires human choices.

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