"Repeated choices to serve their business over their customers": Mozilla accuses Microsoft of using 'dark patterns' to force its Copilot AI on Windows 11 users

I've covered Mozilla's long-standing feud with Microsoft for a couple of years, and it's safe to say the Firefox maker isn't exactly a fan of the tech giant's work. Now, Mozilla is throwing punches again, this time over Microsoft's push into AI.

In a new blog post titled "Old habits die hard," Mozilla argues that rather than offering Copilot in Windows 11, Microsoft pushed the AI offering to users by force. "The M365 Copilot app began auto-installing on any Windows device running Microsoft 365 desktop apps, with no prompt and no consent," Mozilla added.

Microsoft temporarily scrapped the forced rollout of the Microsoft 365 Copilot app on eligible Windows 11 PCs last month without much of an elaborate explanation. However, it will still be added to the Windows 11 Start menu and enabled by default.

Mozilla highlighted more examples of Microsoft pushing Copilot onto Windows users, including the dedicated Copilot key on Copilot+ PCs and its deeper integration into the Windows 11 Taskbar.

At the beginning of this year, Microsoft pledged to improve user sentiment around Windows 11 by bringing back fan-favorite features, like the vertical Taskbar, and reducing where Copilot and its integrations appear across the OS. Yesterday, Microsoft started reducing Copilot's appearance in Windows 11 by removing it from Notepad.

Mozilla argues that user backlash sparked Microsoft's abrupt shift in intent with Copilot — "they’re really admitting that they made repeated choices to serve their business over their customers."

Perhaps more concerningly, the company says this isn't Microsoft's first example of dark and deceptive design patterns fashioned to force behaviors that help the bottom line. In 2024, Mozilla released a report suggesting that Microsoft doesn't give Windows users real freedom of choice when selecting the default browser on Windows 11.

Since then, Mozilla says Microsoft has only escalated its use of dark patterns to further its cause and has provided a comprehensive list, as highlighted below:

• The Windows Search bar, embedded in the taskbar on both Windows 10 and Windows 11, is hardcoded to only open Microsoft Edge, regardless of your default browser.
• Windows has not implemented a true device migration system, like we see with Android, iOS, and MacOS, where your apps, settings and data are all reflected on your new device when you buy a new computer. Instead, the defaults are changed back to Microsoft’s own products. 
• Microsoft Outlook and Microsoft Teams by default ignore your default browser selection and open links directly in Edge.
• Windows does not offer a simple prompt that other browsers can trigger asking to become your default browser. Instead, other browsers have to direct you to Windows settings and hope you finish the multi-step process.

Should Microsoft introduce a killswitch for Copilot integrations?

Mozilla painted a vivid picture of what "genuinely useful" AI integrations should look like. Simply put, AI that works on your terms. The company pointed to Firefox’s AI enhancements, which, as it highlighted, are made for people, not just because they can increase profit.

Mozilla seemingly tooted its own horn, indicating that Firefox puts user choice first, which is why version 148 introduced an AI killswitch designed to block all artificial intelligence features from interfering with the browsing experience.

Mozilla warns that if tech giants like Microsoft keep controlling users and only respond when backlash becomes overwhelming, they’ll end up dictating the narrative and shaping public expectations of technology."It tells people that their only real move is to complain until, hopefully, the company relents," Mozilla added.

The company also indicated that this makes it harder for alternatives to compete on an even playing field. Windows Central has reached out to Microsoft for any comments.

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