Microsoft declares 2026 to be the golden age for PC AI, and will heavily promote Recall and Copilot on Windows 11.

In its latest marketing campaign surrounding the Copilot+ PC, Microsoft asserts that 2026 will be the ideal time for users to invest in AI-powered computers. The company also lists features that should be present on a new device in 2026, while emphasizing that Copilot is currently the number one productivity application on Windows, far surpassing File Explorer or Snipping Tool.

 

In the US, Microsoft is aggressively promoting the Copilot+ PC as the solution to most personal computing needs. Previously, the company drew attention by claiming that the '+' in the name Copilot+ PC represented superior performance compared to Windows 10 PCs from five years ago. In fact, Microsoft compared older hardware to newer generation processors like Panther Lake or Lunar Lake.

 

Later, the company expanded its marketing message by emphasizing that Copilot+ PC is not only optimized for AI but also enhances the gaming experience – a notable shift from the initial narrative, which focused entirely on artificial intelligence.

However, in this week's campaign, Microsoft returns to the core of Copilot+ PC: AI. The company suggests that 2026 is the ideal time to buy an AI PC because Windows 11 is optimized for new features like Recall – a tool capable of capturing screenshots periodically, even after just a few seconds.

Microsoft wants users to search for Recall and AI features when buying PCs in 2026.

Microsoft's mention of Recall is quite interesting, as it was a controversial feature when it launched and has recently received little mention in Windows update notes. Instead, Microsoft frequently adds features to Click to Do – a component related to Recall – but avoids directly mentioning it.

 

Some sources indicate that Microsoft hasn't given up on Recall and is planning improvements to make the feature even more useful. While it's unclear exactly how Recall will change, Microsoft maintains that it remains one of the standout features of Copilot+ PC.

 

Recall is an optional feature on Copilot+ PC that records screenshots every few seconds. Users need to actively enable this feature during the setup process. Recall can then help you retrieve previously viewed content, even if you only vaguely remember the description and not the exact file name or website address.

 

In concept, Recall isn't necessarily a bad idea. It still exists on Windows if you choose to buy a Copilot+ PC. However, the feature faced criticism due to its initially flawed security and privacy mechanisms.

Nevertheless, Microsoft defended its position. The company argued that AI is now deeply integrated into Windows, helping the operating system understand the user's working context, and Recall is a prime example.

In its new promotional campaign, Microsoft describes it as: 'Recall: Search your digital memories by describing how you remember them. Instantly identify documents, emails, or websites without needing the exact name.'

Besides Recall, other AI features mentioned include the Copilot application on Windows, Studio Effects which can add effects such as background blur for the camera, and the AI-integrated Photos app.

According to Microsoft, "The power of AI is built into Windows 11 and is readily accessible. An AI operating system can understand what you're writing, searching for, or juggling tasks across multiple applications."

 

Copilot+ PC solves a 'real-world problem' and meets the highest security standards.

Microsoft believes that older PCs are no longer capable of meeting daily work needs, while the new Copilot+ PC is the real solution. An AI PC can assist in email composition, transform rough drafts into professional content, help with faster data searching, improve image quality for presentations, and automatically organize files.

The company emphasizes that AI PCs focus on delivering clear benefits in specific situations, prioritizing usefulness and simplicity over cramming in too many complex features.

In addition, Microsoft also asserted that Copilot+ PC meets the 'highest security standards of Windows 11' and helps protect users' digital lives more safely.

Although the marketing campaign uses quite a few trendy terms to assert that Copilot+ PCs are the future, the reality is probably simpler: in the near future, almost every new PC will be labeled 'AI'. And that's a trend that users can hardly avoid.