Microsoft appears ready to rebrand its AI features in Windows as “Windows Intelligence,” though some debated elements, like Recall, will likely stay as they are. This potential new name for Windows’ AI-powered functions has circulated for a while, though Microsoft hasn’t confirmed it yet.
In October, Tero Alhonen shared possible AI service options, and recently, X user Albacore discovered a “Windows Intelligence” placeholder in a Windows 24H2 build. Despite Microsoft’s extensive investment in AI, simply using “AI” in branding can seem generic. By comparison, Apple’s branding as “Apple Intelligence” keeps “AI” prominent yet clearly tied to Apple’s identity.
Microsoft’s rebrand to “Windows Intelligence” may similarly unify AI features under one recognizable brand, but unlike “Apple Intelligence” (easily shortened to “AI”), Microsoft’s name may not lend itself to a similar abbreviation. The recent updates to Copilot and Recall have sparked discussion among users, though it seems neither will be renamed under Windows Intelligence for now.
Instead, “Windows Intelligence” may become an umbrella term for AI-related tech across the Microsoft platform. This could also give users a centralized way to manage app access to their data. In the past, Microsoft has used “Windows Intelligence” in security updates, pushed via Windows Update, though these weren’t linked to Defender.
This rebranding appears to replace the term “Windows AI,” which WindowsLatest previously spotted in Group Policy earlier this year. Moving AI features like Copilot, generative tools in Notepad, and Paint under one brand fits as Microsoft integrates AI across its apps.
