Microsoft seems set to rebrand the AI-powered features in Windows to "Windows Intelligence" even if some of the more controversial elements, such as Recall, are to remain as they are. The Register: Word of Windows Intelligence has circulated for a while, although Microsoft has yet to issue any official confirmation. In October, Tero Alhonen posted what appeared to be options for apps that use AI services. Over the weekend, X user Albacore turned up a placeholder page in a Windows 24H2 build for Windows Intelligence settings. Although Microsoft has made substantial investments in artificial intelligence, AI as part of a brand is a little generic. Apple's approach, to define AI as being "Apple Intelligence," manages to keep the familiar "AI" initialism while ensuring its own brand is kept front and center. With Windows Intelligence, Microsoft is attempting something similar, although "Apple Intelligence" can be handily shortened to "AI". The recently overhauled Copilot and delayed Recall have sparked debate in the Windows community, yet neither seems likely to be rebranded to Windows Intelligence at this stage. However, Windows Intelligence could represent an umbrella for AI technologies on the Microsoft platform and provide users with a quick and easy way of controlling the access AI apps have to user data and how that data is used.

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Branding is important, and this is something we’ve already seen with digital assistants like Siri. Moving into the artificial intelligence era, companies have been falling over themselves to get their own stamp on their version of AI. Apple has opted for the reasonably predictable “Apple Intelligence”, while Microsoft’s approach has been a little more haphazard. But now there are clues that suggest the company has finally come to understand the importance of giving people an overarching term to cover all of its AI-related offerings. Say hello to Windows Intelligence. See also: As is so often the case, it is the… [Continue Reading]