The UK competition regulator has opened a probe into Microsoft’s sales of 365 subscriptions, focusing on whether personal and family customers were misled when prices went up and the Copilot AI assistant was added to those plans.
According to the announcement, Britain’s Competition and Markets Authority is examining how Microsoft presented the changes to consumers. The key issue is whether people understood that Copilot was being bundled into their subscription and that the update was linked to higher pricing.
The case highlights growing scrutiny of how major tech companies introduce AI features into existing products. When an AI tool is added to a widely used subscription such as Microsoft 365, regulators may look closely at whether customers had clear information, meaningful choice, and a fair understanding of the new costs.
For Microsoft, the investigation adds regulatory pressure around its consumer software business in the UK. For customers, the review could clarify whether the company’s marketing and pricing around Microsoft 365 and Copilot met consumer protection standards.
