AI is in all spreadsheets allowing new capabilites

Satya Nadella shared a wild update: Excel now has an “=COPILOT()” function. Yep, you can now ask Excel to analyze data, brainstorm, and even write content directly in the grid.

Marketing analysis

This is a masterclass in feature framing. Instead of saying “AI comes to Excel,” Microsoft positioned it like a new formula — something every Excel user instantly “gets.” The name “=COPILOT()” makes it feel native, simple, and powerful.

Why it works

• Familiar UX: Using “=” ties AI to something people already know
• Clear positioning: It’s not a tool, it’s a function
• Immediate utility: Turns every spreadsheet into a creative assistant
• Emotional spark: Users instantly imagine tasks getting 10x easier

Examples

• Gmail’s “Help Me Write” feature feels native in the compose box
• Canva’s “Magic Write” appears right where you type text
• Notion AI sits in your normal workflow, not in a separate app