Clues to Windows Intelligence found in Windows 11 builds

Somewhere to find AI settings, or just a button to uninstall the operating system once and for all?

Microsoft seems set to rebrand the AI-powered features in Windows to "Windows Intelligence" even if some of the more controversial elements, such as Recall, are to remain as they are.

Word of Windows Intelligence has circulated for a while, although Microsoft has yet to issue any official confirmation.

In October, Tero Alhonen posted what appeared to be options for apps that use AI services. At the weekend, X user Albacore turned up a placeholder page in a Windows 24H2 build for Windows Intelligence settings.

Although Microsoft has made substantial investments in artificial intelligence, AI as part of a brand is a little generic. Apple's approach, to define AI as being "Apple Intelligence," manages to keep the familiar "AI" initialism while ensuring its own brand is kept front and center.

With Windows Intelligence, Microsoft is attempting something similar, although "Apple Intelligence" can be handily shortened to "AI".

The recently overhauled Copilot and delayed Recall have sparked debate in the Windows community, yet neither seems likely to be rebranded to Windows Intelligence at this stage. However, Windows Intelligence could represent an umbrella for AI technologies on the Microsoft platform and provide users with a quick and easy way of controlling the access AI apps have to user data and how that data is used.

Microsoft has previously used the term "Windows Intelligence" in the context of security. Windows Intelligence updates have been sent out to user computers via Windows Update over the past couple of years, although are not directly connected to Microsoft Defender definitions.

This latest move appears to supersede "Windows AI", which was spotted in a Group Policy by WindowsLatest earlier this year.

The Windows Intelligence branding, therefore, looks set to cover AI-related features in the operating system rather than being limited to the security team.

Microsoft continues to shovel AI technology into its product line-up at a furious rate. Copilot has already undergone a redesign, and generative AI features can now be found in the Notepad and Paint applications. So gathering settings for AI-powered features in one place, dubbed Windows Intelligence, would be logical.

Microsoft did not respond to a request for confirmation of the upcoming branding but, then again, Microsoft so rarely seems to comment on any stories we bring to their attention these days. ®