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PC Gamer
PC Gamer
Jacob Fox

It looks like 'Windows Intelligence' might subsume 'Copilot' branding, giving yet more evidence that we can't decide how to market AI

Closeup of the new Copilot key coming to Windows 11 PC keyboards.

The next generation of chips are here and they're all decked out with the latest NPUs for copious AI shenanigans, so we're now decidedly in the era of the AI PC. While hopefully that will mean we can stop being bludgeoned over the head by talk of its approach and how much it'll revolutionise our lives, it doesn't look like we'll get out of all the AI marketing spin unscathed.

It instead looks like we might have to get used to re-brands, new-brands, brands-within-brands, whatever you want to call it, as there's talk of Copilot being subsumed under the naming "Windows Intelligence". This comes from X user teroalhonen (via Windows Central), who shows references to the new naming in the appprivacy.adml file.

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