Microsoft Thinks the Problem With Its A.I. Stuff Is the Name ⇥ techradar.com

Eric Hal Schwartz, TechRadar:

Microsoft has made Copilot the name and style of its AI assistant and other AI services for more than a year, but it seems the company might have a rebranding project underway with a transparent origin. In references shared on X from the appprivacy.adml file, it looks like AI-powered features in Windows 11 will be collected under the umbrella name “Windows Intelligence.” While positioning AI centrally in the operating system is certainly not a surprise, the name is either a deliberate attempt to leverage Apple’s “Apple Intelligence” branding or the biggest coincidence since Mark Zuckerberg started a company with the same name as Harvard’s digital yearbook.

I do not really care about the similarity to Apple’s branding. Far funnier, to me, is how Microsoft seems incapable of sticking with a name for anything newer than Windows. I think “Copilot” is a nice, friendly name; I think “Windows Intelligence” sounds inherently oxymoronic.