Microsoft could be about to rename its artificial intelligence to Windows Intelligence instead of Copilot.
Will Microsoft's marketing strategy be able to challenge Apple's artificial intelligence brand image?
Microsoft has been using the name Copilot for its AI assistant and other related services for over a year, but it seems the company is considering a rebranding project with an obvious origin. References found in the appprivacy.adml file indicate that AI-driven features in Windows 11 will be grouped under the term "Windows Intelligence." While it’s not surprising that artificial intelligence is taking center stage in the operating system, this new name could be a deliberate attempt to capitalize on the "Apple Intelligence" brand or simply a curious coincidence.
The word Intelligence cannot be trademarked; however, Microsoft’s decision to align with Apple’s terminology suggests that the company wants consumers to associate the idea of an AI-powered operating system with this name. Although Microsoft has used Windows Intelligence in the past, it generally referred to cybersecurity updates. Beyond the name, the company aims to incorporate AI into all its products, from basic Windows functions like Notepad to the entire Microsoft 365 suite. In fact, Windows Intelligence could replace Copilot, turning this AI assistant into a product that is part of Windows Intelligence rather than an independent tool.
Leveraging Apple’s brand is an uncommon strategy for competitors, but it has happened before since Apple often becomes the target due to its marketing success. This is reflected in the use of the "i" prefix or the "pod" suffix in many products.
Recent updates to Microsoft Copilot demonstrate that this potential name change does not mean the AI assistant will be sidelined. The transition from a simple chatbot to a more card-like system, along with a new Copilot Discover page that tailors to your interests, reinforces this idea. Moreover, features like Click to Do, which uses AI to provide interactive on-screen commands, as well as the Recall tool for locating items you’ve recently consulted on your computer, documents, web pages, and videos, are very useful additions. The future of Windows Intelligence and its users looks quite promising.
