Microsoft

Objective

Turn navigation help on Microsoft.com into an acquisition lever. The Ask Microsoft agent answers visitors, steers them to the right offer, and raises the likelihood that they sign up or start a product trial, while reducing reliance on human chat.

The deployment

Microsoft built Ask Microsoft, a conversational web agent, with its own Copilot Studio, to help millions of visitors find information on Microsoft.com. The agent moved from rigid topic flows to a generative orchestration that understands intent and holds multi-turn conversations. A first agent was deployed in a few weeks, then extended to ten additional product sites at a pace of two per week. On the Azure pages it drives more trials; across the board, visitors who use it view more pages and sign up far more often.

Results Proof B

Official, quantified Microsoft case study on its own deployment (Ask Microsoft), with conversion and engagement metrics. A single substantial source (Microsoft customer story), corroborated by the same vendor's Copilot Studio documentation, hence a B rather than an A.

1. 1
   Intent understanding AI

   The generative orchestration interprets the visitor's natural-language request across multiple turns.

2. 2
   Answer and steering AI

   The agent answers from product content and guides toward the right offer or SKU.

3. 3
   Prompt to trial or signup AI

   On product pages, it pushes toward starting a trial or signing up for the service.

4. 4
   Extension to other sites Marketing / web team

   The team replicates the agent on new product sites at a pace of two per week.

5. 5
   Conversion measurement Marketing / web team

   Move to signup, trials started, and pages per session are tracked to steer the agent.