Part 3: Copilot in Customer Insights Data

I haven’t written much about Customer Insights Data yet, but that’s about to change. Let’s start with the Copilot, which is available in the module as standard. Similar to Customer Insights Journeys, the Copilot is directly embedded in Data and already supports many functions. Let’s take a look at the Copilot for data and environment analysis.

First of all, it is important to know that the individual functions of Copilot in Customer Insights Data are not available in all regions. Germany and Europe in particular are still very limited (link). The screenshots in this article are from my trial environment in the United States. And also important: All functions are currently still in preview mode!

Copilot as a helping hand in Customer Insights Data

At first glance, Customer Insights Data seems easy to use to create the profiles. In principle, this is correct, but even small details are hidden and complex, and then help is needed. This is where the Copilot comes into place. Here you can ask questions about configuration in a similar way to the Copilot for Sales. There are example prompts, but you can also ask your own questions and Copilot answers on the basis of Microsoft’s documentation. This allows you to explain concepts and understand what you need to do next to configure the solution successfully.

Copilot in Customer Insights Data

Understanding customers better with Copilot

In addition to questions about the module or configuration, you can also ask questions about the data. Understanding your customers’ profiles and preferences is crucial to improving personalized experiences. In Customer Insights – Data, we can use generative AI to ask questions in natural language and quickly gain insights without IT support. For example, we can ask about customers who have spent more than $1,000 in the last six months but are not members of a loyalty program. Questions are possible in all supported languages and have a character limit of 2000 characters. I have found that I need to be very precise in the question and that I include the required data, for example in which field the information stands.

In order to generate good insights, Microsoft recommends to import the customer data first and standardize it including the activity data (which makes sense of course).

Copilot in Customer Insights Data for segments

The “Results” section displays answers and related insights to the question, but some may not be available due to insufficient data. Alongside this, users will find questions for deeper insights, and selecting prompts or “Show more examples” will generate new questions. The “SQL Query to Review” section displays the query underlying the answer and helps confirm system understanding and relevance.

Use Copilot for environment analysis

The Copilot can not only analyze customer data, but also to analyze the environment status. This helps the admin of the module to understand the data quality. It only works if at least 100 profiles are set up correctly with activities, Azure OpenAI is activated, a history of at least one year is stored for the customers and less than 20% of the data in profiles is missing. The AI-generated summary then evaluates the overall data quality based on criteria such as completeness, consistency and accuracy. A high score means that the data is sufficient to generate reliable insights, while issues and recommendations provide detailed guidance on data problems.

Data prep report

Secondly, the Copilot can also determine whether the environment is running normally or whether there is a problem. In the case of skipped or failed tasks in the process, it shows the most likely dependency area so that you can quickly investigate and resolve the problems.

How does the co-pilot in Customer Insights Data work?

As mentioned at the beginning, Copilot is still very limited and mainly available in environments in the United States. There are three levels of consent for the Copilot in Customer Insights Data, which applies globally to all users and all Copilot functions:

  1. Enable Copilot features by Azure OpenAI. “On” indicates that you agree to all Copilot and/or Bing search-based features and recognize that AI-generated content should be reviewed. The default value is “On”.
  2. Allow cross-geography data flow for Copilot features. “On” indicates that you agree that data can be stored and processed outside your geographic region, compliance boundary or national cloud instance. The default value is “Off” for regions where Azure OpenAI is not deployed. (The documentation states this checkbox but it is missing in my environment, haven’t figured out yet why.)
  3. Allow data sharing for Copilot features. “On” indicates that you allow Microsoft to collect and review input, output, and telemetry from Copilot features to improve Microsoft’s models, features, and services. In Customer Insights – Data, consent can only be granted in the Power Platform Admin Center. The default value is “Off”.
Consent in Customer Insights Data


In summary, the Copilot in Customer Insights Data provides valuable support for both data analysis and environment analysis. I particularly recommend the Copilot for improving the understanding of customer data. By being able to ask questions about the data in natural language, we quickly gain precise insights into our customers’ profiles. This is crucial for optimizing personalized experiences, especially in connection with customer insights journeys. Another idea: Use the Copilot for Sales with insights from Customer Insights Data.

In addition, Copilot also supports environment analysis by helping to assess data quality and identify issues in the environment. The AI-generated summaries and scores help to assess the overall data quality and provide detailed guidance on how to fix data issues.

Unfortunately, Copilot is still under development in many places. It has limited availability in most regions, especially in Germany and Europe. Nevertheless – vverall, Copilot offers an innovative way to increase the efficiency and accuracy of working. And I personally see its integration as a huge advantage for understanding and utilizing data in the MarTech world. Let’s hope that it will be available soon in Germany as well!

References: View system configuration – Dynamics 365 Customer Insights | Microsoft Learn Data prep report overview (preview) – Dynamics 365 Customer Insights | Microsoft Learn Give consent to use Copilot in Customer Insights – Data – Dynamics 365 Customer Insights | Microsoft Learn

***Please be aware: The content is accurate at the time of creation. It may be that Microsoft has made changes in the meantime.***

Check out the FAQ section of my blog as well: Short questions with quick answers! Go to FAQs

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