Microsoft’s Copilot is not just growing — it’s accelerating faster on mobile than many expected, and recent Comscore data shows that the shift is reshaping the consumer and enterprise AI landscape in ways that matter for Windows users, IT teams, and marketers alike. The numbers tell two simultaneous stories: Copilot’s mobile footprint surged sharply in Q2, driven largely by enterprise integration and distribution deals, while ChatGPT remains the dominant mass-market destination, with the biggest absolute user base. These trends coincide with a broader commercialization of AI: Azure has crossed major revenue thresholds and OpenAI’s subscription and API business has scaled into multibillion-dollar annual recurring revenue, creating both opportunity and new strategic risks for companies and users.
Comscore recently launched a consumer AI tool usage dataset that tracks engagement across 117 AI tools on desktop and mobile; Adweek obtained exclusive access to Comscore’s March–June window and reported detailed month‑to‑month changes. According to those figures, Microsoft Copilot added roughly 5.6 million U.S. mobile users from March to June, while ChatGPT added 3.9 million in the same period. That surge pushed Copilot’s mobile user base to an estimated 8.8 million in the quarter — a 175% increase — compared with ChatGPT’s 25.4 million mobile users and 17.9% growth over the same timeframe. Google’s Gemini also grew, to about 14.3 million mobile users, aided in part by device distribution strategies such as Pixel preloads. Comscore’s broader dataset also shows total mobile web and app usage of AI tools rising to about 73.4 million users in the March–June span, while desktop usage declined to roughly 78.4 million, signaling a pronounced mobile tilt for many AI interactions. Comscore collected these metrics from a digital panel of roughly a quarter‑million devices and aggregated engagement across the toolset. (adweek.com, news.microsoft.com, adweek.com, adweek.com, adweek.com, news.microsoft.com, cnbc.com, cnbc.com, news.microsoft.com, adweek.com)
[*]For consumers and developers, ChatGPT’s continued lead in absolute audience means its ecosystem — third‑party apps, GPTs, developer APIs, and plugin integrations — will remain a critical part of the AI fabric. OpenAI’s revenue scale also ensures sustained investment in models and tooling. [*]For competitors, the lesson is clear: distribution channels and device partnerships matter as much as raw model capability. Expect more bundling, more preloads, and more vertically integrated offerings.
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For enterprises and Windows users, the practical takeaway is straightforward: evaluate AI assistants on the basis of governance, integration, and measurable business outcomes — not just headline user growth. At the same time, policy makers and industry watchers should monitor how bundling, device deals, and ecosystem concentration reshape competitive dynamics. The growth numbers are meaningful, but they intersect with structural questions about choice, privacy, and the future of productivity software. (adweek.com, news.microsoft.com, Microsoft's Copilot Outpaces ChatGPT in US Mobile Growth, Data Shows
Background: what the data shows and where it came from
Comscore recently launched a consumer AI tool usage dataset that tracks engagement across 117 AI tools on desktop and mobile; Adweek obtained exclusive access to Comscore’s March–June window and reported detailed month‑to‑month changes. According to those figures, Microsoft Copilot added roughly 5.6 million U.S. mobile users from March to June, while ChatGPT added 3.9 million in the same period. That surge pushed Copilot’s mobile user base to an estimated 8.8 million in the quarter — a 175% increase — compared with ChatGPT’s 25.4 million mobile users and 17.9% growth over the same timeframe. Google’s Gemini also grew, to about 14.3 million mobile users, aided in part by device distribution strategies such as Pixel preloads. Comscore’s broader dataset also shows total mobile web and app usage of AI tools rising to about 73.4 million users in the March–June span, while desktop usage declined to roughly 78.4 million, signaling a pronounced mobile tilt for many AI interactions. Comscore collected these metrics from a digital panel of roughly a quarter‑million devices and aggregated engagement across the toolset. (adweek.com, news.microsoft.com, adweek.com, adweek.com, adweek.com, news.microsoft.com, cnbc.com, cnbc.com, news.microsoft.com, adweek.com)[*]For consumers and developers, ChatGPT’s continued lead in absolute audience means its ecosystem — third‑party apps, GPTs, developer APIs, and plugin integrations — will remain a critical part of the AI fabric. OpenAI’s revenue scale also ensures sustained investment in models and tooling. [*]For competitors, the lesson is clear: distribution channels and device partnerships matter as much as raw model capability. Expect more bundling, more preloads, and more vertically integrated offerings.
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Critical perspective: strengths balanced against consolidation risks
Microsoft’s Copilot growth is a textbook example of platform advantage: embed useful capabilities where users already work, and adoption follows. That integration is a competitive strength, but it brings strategic tradeoffs:- Strengths: predictable enterprise monetization, security/compliance features, and strong channel distribution.
- Risks: reduced consumer choice, potential regulatory pushback if bundling stifles competition, and customer frustration if product fragmentation persists.
What to watch next
- Quarterly Comscore releases and expanded device‑level measurement will clarify whether Copilot’s Q2 mobile momentum persists or slows as market dynamics settle. Expect future reports to show whether Copilot sustains growth across different cohorts and geographies. (adweek.com)
- Microsoft’s product roadmap for Copilot (including deeper on‑device capabilities, agentic workflows, and Edge/Windows integration) will determine whether the assistant becomes indispensable or remains one of several options.
- OpenAI’s commercial disclosures and product expansions (enterprise GPTs, APIs, and possible hardware integrations) will continue to shape developer and enterprise strategy, particularly given the company’s reported $10B ARR base.
- Regulatory and antitrust scrutiny in major markets (EU, U.S. could influence distribution strategies, ad productization inside assistants, and the scope of preloaded software agreements.
Conclusion
The Comscore data reported by Adweek reveals a dynamic moment in the AI assistant market: Copilot is accelerating on mobile, leveraging Microsoft’s enterprise channels and product integration to convert users rapidly, while ChatGPT retains a far larger absolute audience and strong developer momentum. These shifts are not academic — they influence procurement decisions, cloud consumption, and how quickly AI becomes a routine part of daily workflows.For enterprises and Windows users, the practical takeaway is straightforward: evaluate AI assistants on the basis of governance, integration, and measurable business outcomes — not just headline user growth. At the same time, policy makers and industry watchers should monitor how bundling, device deals, and ecosystem concentration reshape competitive dynamics. The growth numbers are meaningful, but they intersect with structural questions about choice, privacy, and the future of productivity software. (adweek.com, news.microsoft.com, Microsoft's Copilot Outpaces ChatGPT in US Mobile Growth, Data Shows
