It’s been two years since Microsoft introduced its Copilot+ branding, which defined the AI capabilities of its latest Surface and Surface Pro devices, but now it seems that marketing decision has changed direction. Windows Central Insider attended Qualcomm’s Snapdragon event in Hawaii, where Microsoft debuted its latest lineup of Surface products. While there, it was noticed that the Copilot+ branding, which had been very prominently included in previous marketing materials, was largely absent this year. Now Copilot+ got off to a rough start after being announced when researchers discovered its user assistant recall feature was virtually a security nightmare. Recall was meant to be a feature to help forgetful users find various items on their PC without having to do extensive searching, but its initial rollout was far from being secure. Two years later, it seems that perhaps Windows users are just not interested in added onboard AI features and are more comfortable using online offerings instead, or not at all.
Since 2024, mentions of Copilot+, which once denoted a PC with added AI processing power, often provided by a neural processing unit (NPU), have decreased significantly. NVIDIA has avoided using it completely with its new RTX Spark devices that are heavily focused on AI functionality for productivity and gaming, and it appears that Microsoft’s other partner, Qualcomm, is also stepping back from the branding. Windows Central Insider interviewed both Surface CVP Brett Ostrum on the matter, who said regarding the latest Surface products, “these are not called Copilot+ PCs,” as well as Qualcomm SVP of compute, Kedar Kondap, who elaborated more on what the branding was initially for and why it’s no longer being focused on:
“”the purpose for Copilot+ PCs was to be able to deliver [NPU] experiences. So it was to define a certain category of devices with a certain bar and metric, like for example, a 45 TOPS NPU … So from that perspective, it’s more offering the same experiences, probably without just using [Copilot+ PC] terminology now.”
– Kendar Kodnap, Qualcomm Senior Vice President of compute
AI continues to play a major role, with data centers consuming components such as memory, storage, and GPUs, but it seems PC manufacturers are no longer interested in using Microsoft’s branding, at least for now. From OpenAI to ChatGPT or Claude, there are plenty of options for those seeking to use AI, but it appears that Copilot+ is on the way out the door, at least in 2026-2027 anyway.
Discussion (13 replies)
Join Discussion →Good. Tired of heavy use of "AI" this-and-that in branding. "Ryzen AI" and "Copilot" and all the other bullsh1t. For someone like me, it's reverse advertising. Instead of trying to get me to purchase it, it makes me feel like NOT buying it, and staying as far away from it as possible.
I am still as of yet to find a single product that uses NPU's for any measurable ANY DAMN THING. GPU's even integrated... yep. But stand alone NPU cores capable of 40+ teraflops... in my experience. 100% marketing GIMMIC.
Lol, just saw this ad now.
Explain it to me like I'm five...
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They are supposed to help with battery life when using Teams or Zoom, particularly on Snapdragon laptops. Don't know what the gains are since I don't think anyone has tested that feature properly. Then again, I didn't go and read every in-depth Snapdragon laptop review either.
I got one of the early 155H intel CPU's that has two NPU cores and I've watched for it doing any damn thing.... nope.
You should AI that
it's a verb now?
[URL unfurl="true"]https://www.pcworld.com/article/2905178/ai-on-the-notebook-these-tools-already-use-the-new-npu-technology.html[/URL]
[URL unfurl="true"]https://www.windowscentral.com/artificial-intelligence/apps-use-npu-ai-pcs[/URL]
[URL unfurl="true"]https://github.com/justADeni/intel-npu-llm[/URL]
Yea those are cool. I don't know I guess I expected more native apps that would flex the NPU cores. Maybe now is better? Who knows. I haven't booted that laptop in months... I probably have a backlog of updates I need to do to it anyway.
If you want instant gratification, use Geekbench AI. It worked with my ex-245KF's NPU. It was nice to see some activity on it for a change.
Don't know what to get your wife for her birthday? You should AI that.
Having trouble performing a tricky maneuver for bedroom spicy time? You should AI that.
Your coworker is having a stroke/heart attack right in front of you?! You should AI that!
There's a strange discharge coming from your intestinal exit, and you want to know wassup? You should AI that.
Oh crap, you're stuck in an elevator with a woman who is about to give birth? You should definitely AI that!
You have to write an essay.. AI that...
You have to do an online test: AI that
and on and on... until..
Internet is down, you can't access an AI... now figure out how to do something on your own.. Oh wait... you died because you were dependent on AI.
AI working to overthrow the world and kill off all sapient races... AI that.
Natural Stupidity > Artificial Intelligence ... eventually, stupidity overcomes due to its overabundance.
Powered by potatoes. Just look at russia!