Xbox's New CEO Punts Copilot AI on Console as Microsoft Reworks Gaming Strategy by Alan Velasco — Wednesday, May 06, 2026, 01:50 PM EDT Microsoft’s Xbox gaming division is undergoing a major shift in strategy as recently installed CEO Asha Sharma has been implementing changes big and small. …
… What's interesting about this shift is the story isn't merely a simple hardware-versus-hardware contest. …
… One of the big shifts has been to nix the “this is an Xbox” campaign that sought to make anything and everything into "an Xbox." However, the company is still looking to give players a more consistent experience in the various devices they use to access its ecosystem. …
… A Natural Conversation, Not a Script The headline feature is the shift to natural language. …
… During normal typing or when resting your fingers on the keycaps, they stay put without shifting around. …