If they do a good job integrating it, it could be a real game changer in a lot of things. Imagine if you're trying to write a difficult letter to someone, and Microsoft's GPT-4 can create the skeleton of the letter immediately including all the relevant supporting points. In fact, imagine if before you send an email with basic factual errors (and I'm not talking stuff in the political realm of what's called 'disinformation', I mean things more like "one inch is 70mm" basic factual problems) it could pop something up "Hey, before you hit send, are you sure you want to send this?"