- 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 to use the “Windows Intelligence” name to describe its suite of AI features for Windows 11, which echoes Apple’s recently launched “Apple Intelligence” platform. The references to the new name were spotted on recent preview builds of Windows 11 inside the “appprivacy.adml” file, suggesting the company wants to consolidate its AI features (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 one name. Although this move could simplify marketing and improve user clarity, it’s also an indication of the ongoing struggle that Microsoft is having with branding and communication.
Copying the competition
Microsoft’s move toward “Windows Intelligence” feels similar to Apple’s approach. Apple recently introduced “Apple Intelligence,” which groups its AI tools and gives them a clear name, creating a simple, unified way for users to recognize and understand the features. Microsoft may be trying to make its own AI tools feel more accessible and unified while aiming to compete more directly with Apple.
However, the similarity in names isn’t going unnoticed. For some users, this raises the question: Is the company actually innovating with its branding, or is it just following Apple’s lead? If Microsoft hopes to establish a distinct identity in the AI world, it must differentiate itself with more than just a familiar-sounding name.
Struggle with clear branding
Microsoft has a long history of falling short when it comes to branding and communication. From confusing updates for the operating system to the mixed responses to Copilot, the company often introduces new products, but many times, it struggles to make them approachable to 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 simplifying the personalization options. However, many users felt the changes made Copilot less intuitive and more challenging to use, 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 a new name that’s clear to users. The company has a reputation for over-complicating its branding and updates. By grouping its AI features under “Windows Intelligence,” the company could take a step towards providing a more organized, easy-to-understand experience.
Mauro Huculak is a Windows How-To Expert who started Pureinfotech in 2010 as an independent online publication. He has also been a Windows Central contributor for nearly a decade. Mauro has over 15 years of experience writing comprehensive guides and creating professional videos about Windows and software, including Android and Linux. Before becoming a technology writer, he was an IT administrator for seven years. In total, Mauro has over 21 years of combined experience in technology. Throughout his career, he achieved different professional certifications from Microsoft (MSCA), Cisco (CCNP), VMware (VCP), and CompTIA (A+ and Network+), and he has been recognized as a Microsoft MVP for many years. You can follow him on X (Twitter), YouTube, LinkedIn and About.me. Email him at [email protected].