Microsoft is apparently preparing for a radical rebrand of all the AI-powered features introduced in the latest versions of Windows. Copilot, Windows Recall and other AI tools may soon be united under a single Windows Intelligence brand. The name Windows Intelligence seems like a clear attempt to emulate Apple’s marketing move by grouping all the AI-based options available in Windows under a common name.
According to an established long-standing tradition, the first company to introduce marketing “intelligence” into its products was Apple, although in reality it is very far from being a leader in the field of AI. In October, the Apple Intelligence service was introduced with new AI functions, available only in preview on the iOS, iPadOS and macOS platforms.
Recently, there were reports that researchers discovered the term Windows Intelligence in the template file for the AppPrivacy.adml Group Policy Object Editor. It appears that Microsoft chose this name to unify the many AI features integrated into the Windows operating system.
If the researchers’ reports turn out to be true, Microsoft may soon drop the Copilot name after more than a year of using it. Microsoft has used the term Intelligence before, but back then it was about security updates, not AI features.
Image source: Microsoft
Experts from TechSpot are confident that such use of a generally accepted term as a trademark is “not a completely viable way of doing business.” The rebranding effort is already being criticized on social media, with Windows users accusing Microsoft of “killing” the operating system by copying Apple’s marketing strategies.
In addition to its efforts to rebrand its AI capabilities, Microsoft plans further multibillion-dollar investments in the development and promotion of artificial intelligence. Big tech companies are expected to spend more than $200 billion on AI development before the end of the year, despite concerns from Wall Street investors about the unprecedented bet.
Microsoft is actively promoting AI features, although they still have a long way to go before they become an integral part of the Windows ecosystem. Thus, the Windows Recall function for recording all user actions was initially met with many negative reviews. And, although it has been significantly improved in the Windows 11 24H2 update, there is still no guarantee of the safety of confidential information.