Copilot is outpacing rivals in mobile growth, according to Comscore data shared exclusively with ADWEEK. Microsoft’s AI assistant added 5.6 million mobile users from March to June this year, compared with ChatGPT’s 3.9 million over the same period,
OpenAI’s ChatGPT still dominates the market with 25.4 million mobile users, but its 17.9% growth over the same period trails Copilot’s 175% surge to 8.8 million. Google’s Gemini also saw traction, with mobile usage growing 68% to 14.3 million users, due in part to its being preloaded on Pixel phones.
”The productivity element of Copilot, and the convenience from an enterprise perspective–given that it’s integrated into Microsoft products– is driving a lot of the adoption,” said Brian Pugh, chief product officer at Comscore.
Microsoft has a much deeper foothold in the enterprise market compared to OpenAI, and those longstanding relationships with agencies and brands has helped it embed AI into enterprise workflows, fueling rapid adoption.
The surge in AI adoption is paying off financially for Microsoft, which reported that Azure revenue topped $75 billion for the fiscal year, up 34% from the prior year, driven in large part by AI demand and “growth across all workloads,” according to Microsoft CEO Satya Nadella. The company is also a major investor in OpenAI and integrates OpenAI’s models into Copilot and Azure.
OpenAI, meanwhile, generated $10 billion in annual recurring revenue from ChatGPT and API sales as of June, separate from its licensing deal with Microsoft.
Comscore’s data show mobile usage is rising while desktop declines. From March to June, mobile web and app usage of AI tools grew 5.3% to 73.4 million users, while desktop users fell 11.1% to 78.4 million.
The data reflects a broader shift in how AI tools are becoming more integrated into everyday lives. It also points to a strategic opportunity for AI providers to bundle tools with hardware and service plans, Pugh said. The AI startup Perplexity, for example, signed a global deal with Motorola in April.