In what could be a significant rebranding effort, Microsoft appears to be exploring the name “Windows Intelligence” to unify its AI features across the Windows ecosystem. This name surfaced in the latest Windows 11 update, where references to “Windows Intelligence” were found in system settings, hinting that the company may expand or rebrand its current AI suite, currently known as “Copilot.” This wouldn’t be Microsoft’s first rebrand — Copilot itself emerged from Bing Chat’s transition to a more integrated AI assistant role.
The potential switch to “Windows Intelligence” might echo Apple’s recent “Apple Intelligence” branding for its own AI toolset, suggesting Microsoft may seek a similar, unified identity for its AI offerings. Under this new banner, Copilot could transition from a standalone name to a specific feature within a broader collection of AI-powered tools and functions. This framework would allow Microsoft to extend its AI suite across different user touchpoints in Windows, from productivity applications to system-level functions.
While Microsoft has not officially confirmed or commented on a rebranding effort, shifting to “Windows Intelligence” could provide the flexibility to add new features and redefine existing ones. If Microsoft pursues this rebrand, it could enhance its appeal in the AI space, showcasing an ecosystem-level intelligence suite comparable to those from Apple and other tech giants. Whether “Copilot” will continue as an individual feature name within “Windows Intelligence” remains to be seen, but the move could allow Microsoft to emphasize AI’s role in transforming the Windows experience.