Microsoft might rebrand its AI, including Copilot to “Windows Intelligence” — Apple’s strategy fell too far from the tree.

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Microsoft might rebrand its AI, including Copilot to "Windows Intelligence" — Apple's strategy fell too far from the tree.

What you need to know

  • According to a file surfaced on X (formerly Twitter), Microsoft could rebrand its AI-powered features in Windows, including Copilot to Windows Intelligence.
  • The potential Windows Intelligence rebrand is reminiscent of Apple Intelligence.
  • Last year, Microsoft rebranded its AI service from Bing Chat to Copilot.

As an observer with over two decades of technology industry experience, I find the recent developments surrounding Microsoft’s AI-powered features, particularly Copilot, quite intriguing. It seems that Microsoft is embarking on a bold journey to integrate its artificial intelligence services more deeply into its ecosystem, reminiscent of Apple’s approach with their Intelligence strategy.

After investing heavily in OpenAI, Microsoft boldly stepped into the artificial intelligence world head-on, incorporating the technology throughout their tech infrastructure and introducing Copilot (previously known as Bing Chat) in February 2023. Since its launch, this AI chatbot has experienced significant transformations, such as Microsoft distancing itself from the “Bing brand,” adding advanced features, and much more.

More recently, Microsoft rolled out an extensive revamp of its Copilot AI, introducing fresh features such as Copilot Vision. Yet, this significant makeover appears to have missed the mark for several users. Many have vented their dissatisfaction with the update on social media platforms, claiming a deteriorated user experience. Some have gone so far as to voice their preference for the original version of Copilot and have asked Microsoft to implement a switchback option in the form of a toggle button, allowing them to revert back to the previous version.

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It appears Microsoft has yet to comment publicly on the concerns raised by users. However, hints from an appprivacy.adml file shared on X indicate that the tech giant might be planning to gather Windows 11’s AI-driven features under a unified entity named Windows Intelligence, according to TechRadar.

It appears that Microsoft’s proposed branding for the AI-enhanced features of Windows 11 seems somewhat similar to Apple’s recently announced AI strategy, known as Apple Intelligence. Although specifics about a potential rebrand are not yet public knowledge, it might suggest that Microsoft is strengthening its commitment to AI and intends to consolidate its services within Windows, such as Copilot, under one unified branding.

Previously, Microsoft has employed the phrase “Windows Intelligence” when discussing cybersecurity enhancements, and it appears TechRadar noted that this isn’t the first instance of its usage.

Copilot is going through not so great changes

Microsoft might rebrand its AI, including Copilot to "Windows Intelligence" — Apple's strategy fell too far from the tree.

Users, including some from Microsoft staff, have expressed significant criticism towards the latest Copilot update, openly stating that it represents a setback and has significantly diminished the tool’s user experience.

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It’s worth noting that in a recent interview, the CEO of Microsoft’s AI division, Mustafa Suleyman, hinted that Copilot could potentially develop beyond being just a tool and transform into an AI friend or companion.

This connection will develop into something deep and significant, a friendship that truly understands you through time, gains wisdom from you, and stands by your side as a source of support.

Multiple users have already depicted some instances of the highlighted while interacting with the chatbot. “It tries to be my friend when I need it to be a tool,” indicated a concerned user. It’ll be interesting to see how Microsoft addresses the issues highlighted concerning Copilot’s degraded user experience and whether it will rebrand its AI-powered features to Windows Intelligence.

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2024-11-04 13:39