Microsoft Reportedly Considering 'Windows Intelligence' Rebranding for AI Features

Clues to Windows Intelligence found in Windows 11 builds

Somewhere to find AI settings, or just a button to uninstall the operating system once and for all? Microsoft seems set to rebrand the AI-powered features in Windows to "Windows Intelligence" even if some of the more controversial elements, such as Recall, are to remain as they are. Word of Windows Intelligence has circulated for a while, although Microsoft has yet to issue any official confirmation. In October, Tero Alhonen posted what appeared to be options for apps that use AI services. At the weekend, X user Albacore turned up a placeholder page in a Windows 24H2 build for Windows Intelligence settings. Although Microsoft has made substantial investments in artificial intelligence, AI as part of a brand is a little generic. Apple's approach, to define AI as being "Apple Intelligence," manages to keep the familiar "AI" initialism while ensuring its own brand is kept front and center. With Windows Intelligence, Microsoft is attempting something similar, although "Apple Intelligence" can be handily shortened to "AI". The recently overhauled Copilot and delayed Recall have sparked debate in the Windows community, yet neither seems likely to be rebranded to Windows Intelligence at this stage. However, Windows Intelligence could represent an umbrella for AI technologies on the Microsoft platform and provide users with a quick and easy way of controlling the access AI apps have to user data and how that data is used. Microsoft has previously used the term "Windows Intelligence" in the context of security. Windows Intelligence updates have been sent out to user computers via Windows Update over the past couple of years, although are not directly connected to Microsoft Defender definitions. This latest move appears to supersede "Windows AI", which was spotted in a Group Poicy by WindowsLatest earlier this year. The Windows Intelligence branding, therefore, looks set to cover AI-related features in the operating system rather than being limited to the security team. Microsoft continues to shovel AI technology into its product line-up at a furious rate. Copilot has already undergone a redesign, and generative AI features can now be found in the Notepad and Paint applications. So gathering settings for AI-powered features in one place, dubbed Windows Intelligence, would be logical. Microsoft did not respond to a request for confirmation of the upcoming branding but, then again, Microsoft so rarely seems to comment on any stories we bring to their attention these days. ®

Microsoft could rebrand its AI features as Windows Intelligence

A hot potato: Microsoft is apparently prepping a significant rebranding effort for the AI-based features introduced in recent Windows versions. The company is once again looking at Apple as a potential business model, though things are quite different from the past. Copilot's chatbot service, Windows Recall, and other AI-related functionalities could soon become known simply as "Windows Intelligence." According to a recently surfaced reference included in a template file for the Group Policy Object Editor (AppPrivacy.adml), Windows Intelligence is the umbrella term Microsoft possibly chose to unify the many AI features currently being integrated into the PC operating system. Even though putting a trademark on a generic term isn't exactly a viable way of doing business, the first company to infuse some marketing "intelligence" into its products was Apple. Cupertino debuted the Apple Intelligence service in October, with new chatbot-based functionalities available (in preview form) on iOS, iPadOS, and macOS platforms. If the Windows Intelligence reference proves to be true, Microsoft may soon decide to abandon the Copilot name after using it for over a year. The Windows Intelligence moniker feels like a blatant attempt to mimic Apple's marketing decision, grouping all the AI-based options available in Windows under the new brand. Microsoft had used the "Intelligence" term before, but the company was talking about security upgrades and not AI features back then. The rebranding effort is already being criticized on X, with Windows users accusing Microsoft of "killing" the operating system by copying everything Apple is doing. Brand and trademark decisions aside, Microsoft is more than willing to shower its AI-fueled initiatives with billions of dollars for the foreseeable future. Big Tech organizations are expected to spend $200 billion on AI development by the end of the year, though Wall Street investors are starting to express their concerns with this unprecedented bet on the future of AI. Microsoft is clearly enthusiastic about AI, but the new features still need a lot of work before becoming an integral part of the Windows ecosystem. Windows Recall, the controversial spying machine designed to record everything a user is doing on their PC, was initially met with a lot of negative feedback. The feature is currently back in preview form as part of the Windows 11 24H2 Update, requires secure access through Windows Hello, and includes a new filter to (hopefully) leave sensitive information out of its intrusive AI tech.

'Windows Intelligence': Microsoft might be rebranding its Windows AI tools

The revelation comes just months after Microsoft's competitor unveiled its own Apple Intelligence. According to Windows Central, Microsoft might be looking to rebrand its collection of Windows AI capabilities under a new name. A couple of weeks ago, one Twitter user was digging through the file in the latest version of Windows 11 and found references to something called "Windows Intelligence." Specifically, a setting called "Let Apps Access Windows Intelligence." Microsoft has up until now been using the name "Copilot" for over a year to identify its suite of AI-powered tools and features. However, keen readers will remember that Copilot itself was a rebranding of what was previously known as Bing Chat, with the term "copilot" reminiscent of GitHub's AI-driven Copilot code completion tool. Now, it seems that Microsoft might be repeating history, except this time following in the footsteps of Apple. A few months ago, Apple announced its own collection of AI tools under the name Apple Intelligence. Could it be that Microsoft wants to hitch onto Apple's coattails? Note that the Copilot brand itself doesn't actually have to be phased out for Microsoft to move towards Windows Intelligence. In fact, the generative AI chatbot currently known as Copilot could simply be one of many tools wrapped up into a broader Windows Intelligence set. Microsoft has not commented on the potential Windows Intelligence rebrand, what a rebrand would mean for Copilot or Copilot+ PCs, or how all of this has been influenced by Apple Intelligence.

Microsoft could copy Apple and rebrand AI features from Copilot to 'Windows Intelligence'

TL;DR: Microsoft might be planning to rebrand its AI suite from "Copilot" to "Windows Intelligence," as suggested by a template file reference. This potential change mirrors Apple's branding strategy with "Apple Intelligence." Microsoft could be quietly planning a complete rebrand for its AI suite that is currently under the monkier "Copilot," according to reports from last week. The report cites a template file for Microsoft's Group Policy Object Editor or AppPrivacy.adml, which makes reference to something called "Windows Intelligence". Notably, Apple decided to brand its AI features and services under the umbrella "Apple Intelligence," which was recently debuted across various Apple products in iOS 18.2 - and respective OS updates. As for Microsoft, the company may be internally referring to its suite of AI features as "Windows Intelligence," and this is no indication of a looming rebranding for Copilot. Additionally, Microsoft has only been using the "Copilot" branding for a little over a year, and switching to "Windows Intelligence" would be an apparent play-by-play copy of Apple's approach. Microsoft recently rolled out a fleet of new AI-focussed laptops under the "Copilot" branding. These Copilot laptops are available in several prominent brands, such as ASUS, Acer, Dell, and more. Abandoning the Copilot branding would harm the marketing for each of these products.

It looks like 'Windows Intelligence' might subsume 'Copilot' branding, giving yet more evidence that we can't decide how to market AI

The next generation of chips are here and they're all decked out with the latest NPUs for copious AI shenanigans, so we're now decidedly in the era of the AI PC. While hopefully that will mean we can stop being bludgeoned over the head by talk of its approach and how much it'll revolutionise our lives, it doesn't look like we'll get out of all the AI marketing spin unscathed. It instead looks like we might have to get used to re-brands, new-brands, brands-within-brands, whatever you want to call it, as there's talk of Copilot being subsumed under the naming "Windows Intelligence". This comes from X user teroalhonen (via Windows Central), who shows references to the new naming in the appprivacy.adml file. Windows Intelligence branding, as well as being previously used by Microsoft, as TechRadar points out, for cybersecurity upgrades, is of course reminiscent of Apple Intelligence. It might therefore make for more recognisable branding than "Copilot". That's not to say that Windows Intelligence would necessarily replace Copilot branding, though. More likely is that Windows Intelligence subsumes Copilot, given the latter won't constitute all of the AI functionality Windows has to offer. Recall is still on the way, after all, even if it has recently been delayed even further. This, in the same way that Apple Intelligence covers all kinds of things, from Siri to AI-aided photo editing. It's understandable that branding isn't worked out yet, of course. All these AI integrations are still in their infancy in the grand scheme of things, given we're only just now seeing mainstream desktops and laptops featuring NPUs capable of being designated an AI PC -- in Windows' case, a "Copilot PC", or, perhaps now a "Windows Intelligence" PC? I suppose if the "Intelligence" branding comes to fruition and sticks, it might make things easier. You could talk about whether you have an Intelligent computer or not, whether that's MacOS or Windows. "Is your PC intelligent?" and so on. Myself, though? Call me unintelligent but I'm staving off all this AI malarkey for as long as possible. Update Copilot all you want, I'll be waiting until I can't bury my head in the sand any longer. Hopefully my silicon won't be sentient by then.