Windows Intelligence may become a new Microsoft's brand that unifies all the AI-powered features available in the Windows operating system. Some references to the brand exist in the appprivacy.adml file in the latest Windows 11 Insider builds.
It is possible that the rebranding plans are related to the wave of criticism that Microsoft has received after the recent update of the Copilot service. Many users believe that the quality of the AI responses has decreased, and the user interface has become less user-friendly compared to the previous version. The company has not yet responded to the complaints.
The references to the new brand has been found by Tero Alhonen and shared on X. The screenshot includes several lines that describe the options to allow and deny app access to Windows AI components, which are referred as "Windows Intelligence".
Another interesting thing is that the name "Windows Intelligence" itself echoes the "Apple Intelligence" artificial intelligence platform that Apple introduced this year.
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