Latest news with #D'Arcy
The Hindu
12-05-2025
- Business
- The Hindu
Can ex-Meta marketing head turn Microsoft Copilot's fortunes?
The AI arms race is in full swing, and every tech giant is manoeuvering for a dominant position. Microsoft, a heavyweight in this arena, has made a significant strategic move by bringing Mark D'Arcy, a marketing expert with over decade of experience at Meta and a prior stint at Time Warner, into its fold. His mission? To sprinkle some marketing magic on Microsoft Copilot, the company's ambitious AI assistant, and help it not just compete, but truly connect with users. The question however is: can Mr. D'Arcy, with his formidable background in crafting compelling brand narratives, be the catalyst Copilot needs to skyrocket its appeal and market share? The challenge is undeniably steep. Microsoft Copilot, while deeply integrated into the company's ecosystem – from Windows and Bing to Microsoft 365 – currently finds itself looking up at the commanding lead of OpenAI's ChatGPT. Recent market share data paints a clear picture of this uphill battle. A May 2025 report from First Page Sage indicated Microsoft Copilot held 14.3% of the AI search market share, a respectable figure but dwarfed by ChatGPT's dominant 59.90%. Earlier in February 2025, data from highlighted an even starker contrast in daily user engagement, suggesting ChatGPT garnered over 52 times more daily visits than Copilot (173.3 million compared to Copilot's 3.3 million). Even looking at broader AI chatbot market share for the year leading up to April 2025, Statcounter Global Stats showed Copilot with a significantly smaller piece of the pie than its primary rival. ZDNET, as far back as December 2024, categorized Copilot in the 'Under 1.5% Club' regarding market share, though acknowledging the inherent difficulty in precisely measuring a product so deeply embedded within other services. This is the landscape Mr. D'Arcy walks into. In his new role, he will be reporting directly to Mustafa Suleyman, the CEO of Microsoft AI and a prominent voice advocating for a new breed of personal AI assistants – ones that are not just intelligent, but empathetic, intuitive, and, dare we say, more human. Mr. Suleyman, who co-founded DeepMind before joining Microsoft, has been vocal about his ambition to create AI that feels less like a cold, calculating machine and more like a genuine assistant you'd actually enjoy interacting with. He's articulated a vision where Copilot evolves into an AI companion that can remember user preferences, understand emotional nuances, and even 'live life alongside' its users. This philosophy is a core differentiator Microsoft is hoping to leverage. Mr. D'Arcy's pedigree certainly aligns with this vision. His decade at Meta was spent helping global brands craft eye-catching and engaging campaigns across a suite of hugely popular platforms: Facebook, Instagram, and WhatsApp. He understands the art of storytelling in the digital age, of building communities, and, crucially, of making technology resonate on a personal level. Before Meta, his role as Chief Creative Officer at Time Warner further honed his skills in shaping compelling narratives for mass audiences. Now, at Microsoft, his primary objective will be to give Copilot the marketing impetus it desperately needs. It's about more than just catchy slogans or a Super Bowl ad (though Microsoft did run one last year). It's about crafting a distinct personality for Copilot, a voice that can cut through the noise of a crowded AI market that includes not only ChatGPT but also formidable offerings like Google's Gemini, Amazon's Alexa, and Anthropic's Claude. Mr. D'Arcy's role will involve unifying the efforts of Microsoft's engineers, designers, and advertising teams, ensuring they are all 'rowing in the same direction' to create an AI that users not only find useful but also like. Microsoft isn't just relying on marketing finesse; the underlying technology of Copilot is continually evolving. Recent upgrades include a 'Memory' feature, allowing Copilot to recall information from past chats for more personalised and coherent conversations. They have also introduced 'Copilot Actions,' enabling the AI to perform tasks such as booking reservations, and 'Copilot Vision,' which allows the AI to interpret what's on a user's screen or in their camera view to provide more contextual assistance. For business users, enhanced capabilities around file interaction, web data integration into Excel, and more granular IT controls are being rolled out. Mr. Suleyman himself has alluded to a strategy where Microsoft might not always be at the absolute 'frontier' of AI model development, suggesting a slight strategic lag can be more cost-efficient in the long run, with the ultimate aim being self-sufficiency in AI. This perhaps allows for a more deliberate focus on the user experience and practical application, which is where Mr. D'Arcy's expertise becomes invaluable. So, can he truly turn Copilot's fortunes? The task involves more than just clever advertising. It requires weaving a narrative that convinces users that Copilot is not just another AI, but their AI – an indispensable partner in their digital lives. It means building trust and demonstrating tangible value in a way that feels intuitive. Mr. D'Arcy needs to help Microsoft define what makes Copilot special, what makes it stand out beyond its deep Windows and Office integrations. Is it the most helpful? The most understanding? The most seamlessly integrated? Perhaps a blend of all three, delivered with a distinct and appealing persona. The road ahead is challenging. User habits are already forming around existing AI tools, and the pace of innovation across the industry is relentless. However, with D'Arcy's proven track record in building iconic brands and emotionally resonant campaigns, coupled with Microsoft's immense resources and Suleyman's clear vision for a more human-centric AI, there's a palpable sense of potential. If D'Arcy can help Copilot find its unique voice and articulate its value proposition in a way that truly connects with the everyday user, he might just be the ace up Microsoft's sleeve in the high-stakes game of AI supremacy. The tech world will be watching closely.
Forbes
09-04-2025
- Health
- Forbes
How Game-Based Learning Can Improve Test Scores And Mental Health
Top view Multiple choice test with stopwatch Time concept in exam As a former admissions officer and college consultant, I've witnessed firsthand how standardized testing creates immense pressure for college applicants. The recent Kahoot study finding that two-thirds of college students report mental health challenges affecting their academic performance confirms that our traditional approaches to test preparation often undermine both performance and wellbeing. The stakes feel impossibly high for today's students. With each correct answer potentially determining college options and future opportunities, it's no wonder that test anxiety has become epidemic. But what if our approach to test preparation itself is part of the problem? This research suggests that integrating game-based learning and micro-learning techniques into standardized test preparation can simultaneously improve performance and reduce anxiety. Here's how students can leverage these findings to master the SAT, ACT, and other standardized tests while protecting their mental health. The traditional approach of multi-hour study sessions runs counter to how our brains optimally process and retain information. Sean D'Arcy, Chief Solutions Officer at Kahoot, notes that their research shows students retain more when working in five to ten minute sessions with breaks in between. "For Gen Z and students who are used to spending time on their devices, smaller bite-sized micro-learning is actually more in line with consumption patterns," D'Arcy explains. Rather than forcing students through exhausting three-hour practice tests, consider breaking content into focused 10-minute modules that target specific concepts or question types. This approach allows for natural breaks where information can consolidate in memory. Implementing spaced repetition techniques—revisiting challenging concepts at strategic intervals—further enhances retention without overwhelming your cognitive resources. In addition, setting clear, achievable daily goals helps maintain momentum while providing frequent opportunities to experience success. This constant positive reinforcement creates a virtuous cycle where small wins build confidence for the next challenge. The study also revealed a surprising insight: students who create study materials rather than merely consuming them demonstrate significantly better retention and understanding. "The pedagogy around creation is quite important," notes D'Arcy. "If you're actually creating a study set which you or your peers will use, that's as good as it gets in terms of retention." This aligns with what cognitive scientists call the generation effect—the phenomenon where actively producing information leads to stronger memory formation than passive review. For standardized test preparation, this means transforming yourself from a consumer of prep materials into a producer. Creating your own flashcards forces you to distill concepts to their essence, reinforcing understanding in ways that simply reviewing pre-made cards cannot match. When you develop your own practice questions for challenging concepts, you're essentially thinking like the test makers, giving you insight into how questions are constructed. Teaching difficult material to peers or family members is particularly powerful, as it requires students to organize information coherently and anticipate questions—precisely the skills tested in standardized exams. Building visual models or mind maps to organize complex information engages different neural pathways, creating multiple routes to recall information during high-pressure testing situations. Perhaps most compelling is the finding that collaborative studying serves dual purposes: enhancing learning outcomes while simultaneously supporting mental health. "The combination of studying together has a double benefit," D'Arcy explains. "You can actually learn together, but it's also great for mental health in general because you're socializing and feeling like you're part of something bigger." This insight is particularly valuable given the isolation many students feel during intensive test preparation. Forming small study groups focused on specific test sections creates accountability while distributing the cognitive load of mastering difficult material. Using collaborative platforms to share resources and insights leverages collective intelligence—often someone else's explanation clicks in ways that textbooks or videos haven't. Scheduling regular check-ins with peers provides not just accountability but also normalized conversation about the challenges of test preparation. Creating friendly competitions transforms rote practice into engaging social experiences while maintaining the motivational benefits of gentle competition. One of the core principles I teach in my X-Factor methodology is that successful applicants don't try to master everything—they strategically focus their efforts where improvement will yield the greatest results. Modern learning platforms now offer sophisticated analytics that can identify precisely where students should concentrate their efforts. Rather than reviewing all material equally, these tools can identify specific question types causing difficulty, allowing for targeted intervention precisely where it's needed most. They track improvement over time, providing concrete evidence of progress that builds confidence during the inevitable plateaus in test preparation. The most sophisticated platforms suggest customized practice based on individual performance patterns, creating a personalized curriculum that maximizes efficiency. This approach reduces cognitive overload by eliminating unnecessary review of already-mastered content, freeing mental resources for the concepts that truly need attention. Perhaps most importantly, game-based approaches to test preparation can reintroduce an element that's often lost in the stress of college admissions: the joy of learning itself. "When it's in the game, you just naturally relax and you're, of course, ready to learn," D'Arcy notes. This state of relaxed alertness is precisely what cognitive scientists identify as optimal for information processing and retention. By gamifying elements of test preparation, students can transform what feels like drudgery into engaging challenges. Competitive elements with friends tap into natural social motivation while keeping stakes lower than the actual exam. Achievement systems that reward progress provide constant positive reinforcement rather than the delayed gratification of test day. Immediate feedback during practice creates tight learning loops that accelerate mastery, while varied approaches prevent the monotony that leads to disengagement. When learning feels enjoyable rather than obligatory, students naturally spend more time engaged with material, leading to deeper understanding and better retention. The college admissions process will likely remain competitive, and standardized tests will continue to play a role for many institutions. However, how students prepare for these assessments doesn't need to come at the expense of their mental health. By embracing these evidence-based approaches to test preparation, students can potentially improve their scores while simultaneously protecting their wellbeing—a combination that represents true alignment in today's challenging admissions landscape. As we navigate this post-pandemic educational environment, it's time to recognize that the most effective preparation isn't about working harder but working smarter—with approaches that honor how our brains actually learn and the very real emotional needs of today's students.
Yahoo
06-02-2025
- Entertainment
- Yahoo
Brazilian Pop Star Anitta Kicks Off True Religion's New Marketing Platform
True Religion has tapped Brazilian pop star Anitta to kick off its new marketing platform, called 'Own Your True.' 'Anitta isn't afraid to be bold and confident,' Kristen D'Arcy, True Religion's chief marketing officer, told WWD. 'She tells her story in our 60-second video and epitomizes Own Your True.' More from WWD True Religion Updates Retail Agenda, Sees Up to 150 Stores Megan Thee Stallion in True Religion's Holiday Campaign True Religion Develops a Blue Jean Meant to Shape Your Butt True Religion tapped Anitta because she's been high-profile, has a Netflix documentary coming out soon, and is a two-time Grammy nominee. As D'Arcy said: 'She is not just known as a music and fashion personality. She is highly influential.' Starting Thursday, Anitta appears on True Religion's website, on Instagram, YouTube, TikTok, paid media channels and on streaming services. The video has her talking about her journey to make it to where she is today, shows what she could have looked liked as a little girl having big dreams, shows real footage of her performing over the years, and walking on stage in True Religion. Collaborating with talent is integral to the True Religion ethos. Recently, the brand partnered with Saweetie and Megan Thee Stallion in campaigns. Oscar nominee Timothée Chalamet has been seen wearing True Religion jeans and jackets — without getting paid for it — on red carpets, during his appearance Jan. 26 on 'Saturday Night Live,' and at a recent Knicks basketball game. 'True Religion has always stood for disrupting the status quo and now the 'Own Your True' platform gives our community an outlet to confidently claim and express their individuality and their true selves,' D'Arcy said. The brand considers itself 'a cultural leader.' The Own Your True platform will continue for the foreseeable future as the umbrella for True Religion campaigns that are more temporary or fleeting in nature. The platform will appear in True Religion's product assortment, in True Religion stores, editorial content, collaborations and activations. After the campaign with Anitta, 'There will be a few talent surprises to come in the months ahead,' said D'Arcy. True Religion's 'Team True' ambassador program partners with about 70 rising and established stars and creators across sports, music, fashion and entertainment, including Kyle Smith, the stylist for the NFL, and WNBA star player Lexie Brown, who will help to amplify 'Own Your True' through their own original content. In addition, platform-specific strategies will be activated across social media, and streaming platforms including Paramount+, BET, MTV and Samba TV. Audio marketing will scale this season with SoundCloud, SiriusXM, Pandora and podcast partnerships for new customer acquisition. A Live Nation collaboration will further connect True Religion with Anitta's fans and other music enthusiasts. On Saturday, the day before the Super Bowl, there will be True Religion activation in partnership with Sports Illustrated during a party in New Orleans where the football championship is being played. The brand is also planning activations at Coachella in April and for NBA All-Star Weekend, social media and real-time coverage is planned. 'My personal 'true' religion is loving myself and embracing everything that makes me who I am,' Anitta said in a statement. 'I have always loved the True Religion brand and was thrilled to work with them to encourage people to never give up on their dreams, and to live their truest, most authentic selves.' Last January, True Religion was acquired by Washington, D.C.-based private equity firm ACON Investments and its strategic partner SB360 Capital Partners — a retail investment firm led by American Eagle chief executive officer Jay Schottenstein. The sale could lead to a lift in the marketing budget, although True Religion already spends north of 10 percent of its annual sales on marketing. True Religion started planning Own Your True last fall, well before the acquisition. 'The approach to marketing has not changed at all based on the transaction,' said D'Arcy. True Religion has a goal of attaining $1 billion in annual sales, but declined to state its current volume or project when it could reach its goal. Since 2020, the lifestyle denim brand has been widening its scope of products through licensing deals for footwear, childrenswear, belts, pet accessories and more. In 2002, True Religion emerged onto the Los Angeles denim scene by blowing up the construction of the classic five-pocket jean. With its five-needle thread at two-stitch-per-inch process, the True Religion Super T stitch has been recognized for its unique look. Aside from premium denim, the company produces sportswear. 'The company is now well positioned to embark on this exciting new chapter with cultural leadership at the forefront,' said Michael Buckley, True Religion's chief executive officer. ''Own Your True' isn't just a campaign; it's a statement of who we are now and where we're headed as a cultural force in the world of lifestyle brands. As we aim to build True Religion into a billion-dollar brand, we expect this new platform to be a driving force behind our growth strategy.' Best of WWD Macy's Is Closing 66 Stores in 2025 — Here's the List, Live Updates Inside the Demise of Lord & Taylor COVID-19 Spikes Elevate Retail Concerns
Yahoo
05-02-2025
- Sport
- Yahoo
'Win at any cost must be Scotland message against Irish'
Six Nations: Scotland v Ireland Date: Sunday, 9 February Kick-off: 15:00 GMT Venue: Murrayfield Stadium, Edinburgh Coverage: Live on BBC Radio Scotland, BBC Radio 5 Live & BBC Sounds, with live text commentary on the BBC Sport website Scotland must harness the "emotional intensity" of trying to topple Ireland for the first time in eight years when the sides meet in the Six Nations on Sunday, according to Irish legend Gordon D'Arcy. The Scots have won just one of their past 15 matches against Ireland, in 2017 under Vern Cotter, and have lost 10 in a row. Gregor Townsend's side opened their campaign with a bonus-point win over Italy at Murrayfield, with Ireland doing likewise against England in Dublin. D'Arcy says Scotland need to use the pain of that long winless run to fuel a big performance. "The Scottish team talk this week, it writes itself, doesn't it?" D'Arcy told the BBC's Scotland Rugby Podcast. "It's beautifully simple and it's win at any cost. "Ireland will not have the same level of emotional intensity for this match as Scotland will have. If Scotland don't find a way to harness that and get this one performance out of them, that will be disappointing. "Ireland, when you've beaten a team X amount of times in recent years, you can't get everybody in and go, 'we hate them, but we beat them last year'. So you can't really have that same level of hatred. "So the motivation for Ireland has to be way more dispassionate and way more clinical and almost methodical. What did Dennis Leamy call Leinster? Boringly efficient. That's the type of performance that Ireland need." Lions watch: Who impressed in Six Nations round one? Graham or Van der Merwe? Which winger is most important to Scotland? Ireland expect Scotland's 'best' - Gibson-Park D'Arcy believes Ireland will continue their recent dominance over Scotland, but thinks if Finn Russell bounces back from a mixed performance against Italy to reach his top level, the hosts could have a chance of causing an upset. "The competition between these two teams, it is well earned because Scotland have shown that they are able to score tries against Ireland," said D'Arcy, who was Six Nations player of the tournament in 2004 and won the Grand Slam with Ireland in 2009. "They are able to match them, they just haven't been able to do it for long enough, consistently enough in games. And there's probably a frustration that comes with that. "I don't think Finn Russell misfires very often, twice in a row? And he is such an important player for Scotland. If he fires, anything is possible. And that's always a concern for me, with someone like him, away from home. "But there's a lot of experience in this Irish team. I'd like to think there's enough in there for a close enough three or four-point win for Ireland on the road." Murrayfield win in 2023 was 'massive' - Kelleher Latest BBC Radio Scotland Rugby podcast Scottish Rugby Union
BBC News
05-02-2025
- Sport
- BBC News
'Win at any cost must be Scotland message against Irish'
Six Nations: Scotland v IrelandDate: Sunday, 9 February Kick-off: 15:00 GMT Venue: Murrayfield Stadium, EdinburghCoverage: Live on BBC Radio Scotland, BBC Radio 5 Live & BBC Sounds, with live text commentary on the BBC Sport website Scotland must harness the "emotional intensity" of trying to topple Ireland for the first time in eight years when the sides meet in the Six Nations on Sunday, according to Irish legend Gordon D' Scots have won just one of their past 15 matches against Ireland, in 2017 under Vern Cotter, and have lost 10 in a Townsend's side opened their campaign with a bonus-point win over Italy at Murrayfield, with Ireland doing likewise against England in Dublin.D'Arcy says Scotland need to use the pain of that long winless run to fuel a big performance."The Scottish team talk this week, it writes itself, doesn't it?" D'Arcy told the BBC's Scotland Rugby Podcast."It's beautifully simple and it's win at any cost."Ireland will not have the same level of emotional intensity for this match as Scotland will have. If Scotland don't find a way to harness that and get this one performance out of them, that will be disappointing."Ireland, when you've beaten a team X amount of times in recent years, you can't get everybody in and go, 'we hate them, but we beat them last year'. So you can't really have that same level of hatred."So the motivation for Ireland has to be way more dispassionate and way more clinical and almost methodical. What did Dennis Leamy call Leinster? Boringly efficient. That's the type of performance that Ireland need." D'Arcy believes Ireland will continue their recent dominance over Scotland, but thinks if Finn Russell bounces back from a mixed performance against Italy to reach his top level, the hosts could have a chance of causing an upset."The competition between these two teams, it is well earned because Scotland have shown that they are able to score tries against Ireland," said D'Arcy, who was Six Nations player of the tournament in 2004 and won the Grand Slam with Ireland in 2009."They are able to match them, they just haven't been able to do it for long enough, consistently enough in games. And there's probably a frustration that comes with that."I don't think Finn Russell misfires very often, twice in a row? And he is such an important player for Scotland. If he fires, anything is possible. And that's always a concern for me, with someone like him, away from home."But there's a lot of experience in this Irish team. I'd like to think there's enough in there for a close enough three or four-point win for Ireland on the road."
