Microsoft regained the top spot as the most valuable company in the world by market capitalization at the start of the year, surpassing its technology rival Apple, through its investments in AI and its stability of B2C and B2B brands, people’s perceptions are changing.
Microsoft reached a new high of $2.887 billion, with Apple second at $2.875 billion. Apple’s market capitalization hit a record high of $3.081 billion in December, but it has since fallen behind Microsoft due to the latter’s investments in artificial intelligence and its integration into its suite of applications. technological tools and growing demand for its Azure cloud computing service.
“Market capitalization is a function of two sets of perceptions: the brand attitudes of consumers and business decision-makers who choose and purchase products; and the attitudes towards the company of investors and the financial world who seek profitable future income,” said Graham Staplehurst, Kantar BrandZ Director, Thought Leadership.
“Microsoft has managed to address both audiences. Its investment in OpenAI and ChatGPT is proving to be a winner: the ChatGPT brand is extremely well positioned among consumers.
The moment for AI and marketing at Microsoft
Microsoft’s changing financial performance is directly linked to its marketing, according to Greg Silverman, global director of brand economics at Interbrand. But Apple may not stay behind for long.
“Microsoft’s rising expectations came at a time when expectations for Apple fell for the first time in years,” Silverman said. “With revenue growth slowing, patent issues impacting sales, and regulatory and legal proceedings leading to previously unknown business model disclosure, investor confidence in Apple has plummeted.”
Chris Capossela, Microsoft’s longtime chief marketing officer, resigned at the end of 2023. Yusuf Mehdi was promoted to vice president and director of consumer marketing, responsible for overseeing end-user experiences after launching several of its Microsoft-based services. AI to lead Microsoft Copilot product marketing. . He will also continue to lead the company’s customer solutions areas of search, advertising, news, devices and creativity.
“In a new era of tech giants and increasing competition, Microsoft is taking a leap forward by adapting to change in the radical age of AI,” said Yael Alaton, Associate for Vision and Strategy at Pearlfisher London.
“As a systems thinker, Takeshi Numoto (Executive Vice President and CMO of Microsoft) represents this by bringing his unique experience and influence, examining cutting-edge technologies and their impact on people’s lives to rebuild the appeal from Microsoft. »
