Recent observations suggest that Microsoft may be contemplating a rebranding of its suite of AI capabilities, potentially adopting the name “Windows Intelligence.” This speculation arose when a Twitter user explored the AppPrivacy.adml file in the latest Windows 11 update and discovered a reference to a setting labeled “Let Apps Access Windows Intelligence.”
Shifting Names in the AI Landscape
For over a year, Microsoft has utilized the term “Copilot” to describe its array of AI-driven tools and features. This branding, however, is not without its own history; it was itself a rebranding of what was initially known as Bing Chat. The term “Copilot” evokes associations with GitHub’s AI-powered Copilot, which assists in code completion.
Now, it appears that Microsoft may be on the verge of another transformation, possibly drawing inspiration from Apple’s recent announcement of its own AI suite branded as Apple Intelligence. This raises the intriguing question: is Microsoft seeking to align itself with Apple’s momentum in the AI sector?
It’s important to note that the transition to the Windows Intelligence name does not necessarily mean the end of the Copilot brand. The generative AI chatbot currently recognized as Copilot could very well become one component of a more extensive Windows Intelligence framework.
As of now, Microsoft has not provided any official commentary regarding the potential rebranding to Windows Intelligence, nor has it clarified what this shift might entail for the existing Copilot branding or its integration into Copilot+ PCs. Additionally, the influence of Apple Intelligence on these developments remains unaddressed.
Further reading: What can Microsoft 365’s Copilot Pro do?
This article was originally published in our sister publication PC för Alla and has been translated and localized from Swedish.