In a recent exploration of the latest Windows 11 updates, a Twitter user uncovered intriguing references within the AppPrivacy.adml file, hinting at a potential rebranding of Microsoft’s AI capabilities. The term “Windows Intelligence” surfaced, specifically linked to a setting that allows applications to access this new intelligence framework.
Shifting Branding Landscape
For over a year, Microsoft has identified its suite of AI tools under the “Copilot” moniker. This branding, however, is not without its own history; it was a rebranding of what was initially known as Bing Chat. The term “Copilot” draws a parallel to GitHub’s AI-driven Copilot, which assists with code completion.
Now, it appears that Microsoft may be poised to embark on yet another branding journey, potentially inspired by Apple’s recent introduction of its AI tools branded as Apple Intelligence. This raises the question: is Microsoft looking to align itself with Apple’s narrative in the AI space?
It’s important to note that the transition to “Windows Intelligence” does not necessarily mean the end of the Copilot brand. The generative AI chatbot currently known as Copilot could very well remain a key component within a broader suite of tools under the Windows Intelligence umbrella.
As of now, Microsoft has not provided any official commentary regarding the possible rebranding, nor has it clarified the implications for Copilot or the Copilot+ PCs. The influence of Apple’s own AI branding on this potential shift remains an open question.
Further reading: What can Microsoft 365’s Copilot Pro do?
This information was originally reported by our sister publication, PC för Alla, and has been translated and localized from Swedish.
