Helping to formulate an ambitious vision of the future of AI

Microsoft Copilot was about to bring generative AI into Word, Excel, and PowerPoint, transforming day-to-day work for hundreds of millions of people. But launching the product wasn’t enough. With the world trying to make sense of AI, Microsoft needed a compelling vision of the future of work. How do you craft thought leadership worthy of that moment, while the product itself is still being finalized?

We moved quickly. Our editorial leaders embedded in Redmond to interview Microsoft executives and top AI researchers, shaping the central idea of a manifesto: AI is moving from autopilot to copilot, augmenting human creativity and streamlining work. With our colleagues at Upstatement, we created an immersive package of video and original illustrations that took over WorkLab’s homepage at launch. Security was so tight that even within GDP, only a small circle knew the project existed. In just over a month, the manifesto became one of the five most-viewed stories on the WorkLab site we built with Microsoft.