Microsoft’s Windows Intelligence: A Game-Changer for Windows 11 AI Marketing

Microsoft appears set to introduce its AI capabilities in Windows 11 under the “Windows Intelligence” branding. Does this ring a bell? Apple has a parallel in its “Apple Intelligence” branding.

Merging innovation with artificial intelligence, Microsoft is heavily investing in “AI” solutions, with its Copilot feature, among others, being deployed across nearly all of its platforms. The upcoming Windows 11 update, known as 24H2, which represents the second major update for the OS, is expected to roll out up to five new AI features shortly, alongside numerous others already in various stages of launch.

Recent findings in the “appprivacy.yml” code suggest that Microsoft is looking to enhance app control related to AI usage. The “Windows Intelligence” branding appears here, indicating potential control mechanisms for managing which applications access AI functionalities in Windows 11 24H2 and future iterations.

The proposed app control options include:

• Allowing users to select which apps can utilize AI.
• Mandating always-on access for certain applications.
• Restricting specific apps from using AI features, regardless of user preferences.

These applications are categorized by their individual identifiers (Package Family Names).

Nevertheless, this discussion primarily focuses on the intriguing use of Windows Intelligence.

It’s noteworthy that Microsoft has previously employed “Windows Intelligence” to designate particular Windows security enhancements, which I’ve explored previously. The inclusion of this term in relation to AI is particularly captivating.

This new branding closely mimics “Apple Intelligence,” which pertains to AI functionalities on iOS platforms.

Moreover, earlier this year, a similar term, “Windows AI,” was noted in a Group Policy, indicating that it may have been an earlier designation for these features while names like Copilot are now emerging. It seems that Microsoft is transitioning towards establishing “Windows Intelligence” as a definitive identifier.

Upcoming AI Features for Windows 11 24H2

The concept of Windows Intelligence encompasses more than just Recall. While Recall is a notable feature, there are additional enhancements on the horizon.

We have already spotlighted five significant AI advancements coming to Windows 11, yet there are additional updates that were anticipated but ultimately did not materialize, including the “Cocreator” feature in Notepad.

The “Cocreator” tool was designed to assist users in writing text in Notepad by leveraging ChatGPT-powered AI capabilities.

Another promising AI feature could be “Copilot in File Explorer,” enabling direct interaction with the Copilot app for sending files or images. However, this initiative is currently paused due to recent changes to Copilot.

Microsoft has confirmed its intent to roll out “Click To Do,” an AI overlay that appears on the screen, permitting users to analyze content more effectively. Additionally, AI-enhanced Windows Search will utilize natural language processing to streamline searches for images and files in local storage.

These functionalities may soon be categorized under the “Windows Intelligence” banner, marking Microsoft’s response to Apple Intelligence.

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