- Windows Intelligence could be the name of the collective group of AI features coming to Windows 11.
- It’s not official, but recent previews of the operating system have included references to the rebrand.
Microsoft seems to be planning a rebrand of its AI offerings under the “Windows Intelligence” name, which echoes Apple’s recently launched “Apple Intelligence” platform. References to this new branding were found in Windows 11 test builds inside the “appprivacy.adml” file, suggesting the company’s intent to consolidate its AI-powered tools, such as Copilot and other features like Windows Recall, Live Captions, Windows Studio Effects, Auto SR, Voice Clarity, Voice Focus, Click to Do, Cocreator for the Paint app, and Restyle Image for the Photos app, under a unified identity. This move could be aimed at simplifying its AI offerings and improving user clarity, but it also underscores Microsoft’s ongoing struggle with branding and communication.
A branding move that feels familiar
Microsoft’s move toward “Windows Intelligence” feels similar to Apple’s approach. Apple recently introduced “Apple Intelligence” to centralize its AI tools and give them a cohesive identity, creating a simple, unified way for users to recognize and understand Apple’s growing AI functionality. By adopting a similar branding strategy, Microsoft may be trying to make its own AI tools feel more accessible and unified while aiming to compete more directly with Apple’s user-focused, streamlined approach.
However, the similarity in names isn’t going unnoticed as, for some users, this raises the question: is the company actually innovating with its branding or merely following Apple’s lead? If Microsoft truly hopes to establish a distinct identity in the AI world, it must differentiate itself with more than just a familiar-sounding name.
Microsoft’s struggle with clear branding
Branding and communication have long been areas where Microsoft falls short. From confusing updates for the operating system to the mixed responses to Copilot, the company often introduces powerful tools but struggles to make them intuitive and approachable for everyday users. The recent Copilot overhaul is a good example. Microsoft intended to make the AI assistant more powerful by adding features like Copilot Vision (for image recognition) and deepening personalization options. However, many users felt the changes made Copilot less intuitive and more challenging to control, leading to complaints about a more complex interface and even a call for the option to switch back to the previous, simpler version.
It’s important to note that the collective group of AI features still doesn’t have an official name. Although Copilot is the most recognized name, it’s only the name of the AI assistant (formerly known as Bing Chat). Windows 11 24H2 introduced the “Windows Copilot Runtime,” but this is a component in the operating system that integrates more than 40 AI models that run locally on the computer to power the different AI features.
This also allows developers to integrate their apps with AI functionalities using the new APIs through the Windows Copilot Library.
Can Microsoft match Apple’s clarity?
The real challenge for Microsoft will be delivering this rebrand in a seamless and useful way to users. The company has a reputation for over-complicating its branding and updates, and even powerful tools like Copilot can feel confusing or overly technical to the average user. By unifying its AI tools under “Windows Intelligence,” the company could take a step towards providing a more organized, easy-to-understand experience.
If it can rise to the challenge, “Windows Intelligence” could be a fresh start for Microsoft’s AI journey, offering clarity, power, and a streamlined experience to Windows users. However, the key to success will be more than just adopting a familiar-sounding name. Microsoft must show that it can make AI accessible, beneficial, and genuinely integrated into Windows in a way that users understand and value to compete truly.