Microsoft is reportedly considering renaming its AI features built into Windows as “Windows Intelligence“, at least according to what emerged from references found in Windows 11 system files.
This move may represent an attempt to align with the “Apple Intelligence” branding that Apple has dubbed its AI features. Although the term “Intelligence” cannot be copyrighted, Microsoft’s choice suggests the desire to associate the idea of an enhanced operating system in the minds of consumers by artificial intelligence.
Microsoft had already used the name Windows Intelligence in the past.
Microsoft has already used the term “Windows Intelligence” in the pastbut mainly in reference to cybersecurity updates. Now it seems to want to expand this concept to encompass all the AI features integrated into the operating system, from basic applications like Notepad to the entire Microsoft 365 suite.
This possible rebranding It doesn’t mean that Copilot, Microsoft’s AI assistant, will be abandoned. Recent updates such as the tabbed interface, the customized Copilot Discover page, new features such as Click to Do and Recall or, very simply, the existence of Copilot+ PCs (which you can find on Amazon) confirm the company’s commitment to keeping this name alive.
Microsoft’s strategy seems to be to deeply integrate artificial intelligence into every aspect of Windowsmaking AI a fundamental and pervasive component of the operating system, rather than a separate tool.
It wouldn’t be the first time that competitors have taken inspiration from Apple’s branding choices. The Cupertino company has often been the subject of imitation, thanks to the success of its marketing. Just think of the many products that use “i” as a prefix or “pod” in the namefollowing the success of the iPod and other Apple devices.
This possible move by Microsoft could therefore be part of a broader strategy for positioning in the artificial intelligence markettrying to exploit the mental association already created by Apple between the concept of “Intelligence” and advanced AI features.
It remains to be seen how the Windows Intelligence ecosystem will actually evolve and what new features will be introduced. What is certain is that artificial intelligence will play an increasingly central role in the Windows user experience in the coming years.
Source: www.tomshw.it
