‘Windows Intelligence’: Microsoft might be rebranding its Windows AI tools

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 AppPrivacy.adml 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.”




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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.

Further reading: What can Microsoft 365’s Copilot Pro do?