Microsoft may be rebranding its artificial intelligence (AI) services under the new umbrella name “Windows Intelligence.” References found in Windows 11 code indicate Microsoft plans to group all AI-powered features together in this way.
While integrating AI directly into the operating system is no surprise, the name “Windows Intelligence” could be an attempt to emulate Apple’s “Apple Intelligence” branding. However, intelligence is not copyrightable so Microsoft may simply see strategic value in aligning customers with the idea of an AI-powered OS, as Apple has done.
Microsoft has used “Windows Intelligence” before but mostly for cybersecurity. The company wants AI integrated into all its offerings, including basic Windows apps like Notepad. “Windows Intelligence” could eventually replace Copilot, changing the AI assistant from an independent tool into a product of the larger platform.
Recent upgrades ensure Copilot remains a key part of Microsoft’s vision. The shift to cards and personalized recommendations based on conversations cement Copilot’s role. New features like Click to Do, using AI for interactive screen commands, and Recall for finding past items, make the software more helpful.
While copying a competitor’s branding is unusual, Apple frequently faces similar treatment due to marketing success. Regardless of the new name, upgrades show Microsoft’s AI companion won’t be sidelined. The future of Windows Intelligence and its users under this new umbrella branding looks promising.
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