Not really their play. For one thing, you don't position an asset as an "AI fam from the internet that’s got zero chill” and then act impossibly un-hip. For another, you don't demonstrate your incompetence with AI when your bread and butter is enterprise software. For another, they built a larval Instagram account, a larval Facebook presence and a larval Snapchat presence with no seasoning, no content, and no SEO. I mean... look at this mess. This looks exactly like what the company that brought you the Zune would do in order to reach those precious "18-24 year old(s)." A company whose search engine uses Google would make a blunder exactly like this.
I remember reading recently (after Google's DeepMind beat Lee Sedol) some people saying that language AI is virtually a solved problem. Anyone who has used Google translate can tell you - even with their resources - it's really far from ideal. Perhaps the Microsoft team responsible believe that too. Seems they didn't learn anything from those smart-asses at IBM.