Microsoft just turned Windows into an ad platform

What happened

Around June 22nd and 23rd, Microsoft began rolling out a change to the Windows Start menu, introducing what it calls "recommendations." These are cards that suggest upgrading to cloud storage, trying new Microsoft subscription services, or checking out third-party tools. Users on Reddit and tech sites identified this as a direct action from Microsoft, not malware, because it was a server-side change—meaning it occurred remotely without users installing updates.

This new system differs from previous promotional content, such as lock screen ads or Edge browser nudges, because it targets the Start menu. The AI personalizes these suggestions by analyzing user behavior, including app usage, file access, and existing Microsoft services. While the system presents these as recommendations, they function as targeted advertising, steering users toward Microsoft's revenue goals rather than reflecting their past activity. This shift was implemented without an official announcement or opt-in.

Why it matters

This development signifies a fundamental redefinition of the operating system, transforming a utility into a platform for monetized interactions. By integrating AI-driven commercial suggestions into the core user interface, Microsoft blurs the line between helpful system guidance and paid promotion. This can be particularly confusing for less technical users, who may perceive these AI-generated suggestions as neutral advice from their computer, rather than targeted marketing.

For businesses and professionals, this introduces a new layer of distraction. Work machines may begin nudging users toward software upgrades or third-party tools during productive hours, akin to unsolicited sales pitches within a work environment. This move also highlights a broader industry trend: the increasing tension between using AI to empower users and using it to optimize revenue. When an AI system is primarily optimized for clicks and conversions, its intent diverges from genuinely serving user needs, leading to potential erosion of trust over time.

What to watch next

• Will other operating system providers implement similar AI-driven commercial features in core utilities?
• How will user feedback and public backlash influence Microsoft's approach to these Start menu recommendations?
• Will there be regulatory or industry-wide discussions regarding transparency and user control for AI-driven commercial content within operating systems?
• What new options or settings will emerge for users to manage or disable these types of AI-driven suggestions?

What this means for you

Business leaders and operators should immediately assess their Windows environments for these AI-driven recommendations. Start by checking the "recommended" section of your Start menu for promotional tiles. Subsequently, configure Windows settings to turn off suggestions and recommendations within the Start menu, and adjust privacy settings to limit the diagnostic data shared with Microsoft. Less data shared reduces the effectiveness of targeted recommendations.

Furthermore, engage with feedback mechanisms such as the Windows Feedback Hub. Document specific instances of unwanted promotional content and provide clear feedback. Companies like Microsoft have adjusted strategies in response to significant public user input. Being proactive in managing these settings and providing feedback can help maintain a more focused and less commercial computing environment for your teams.

Key takeaways

• Microsoft is using AI to display personalized commercial recommendations in the Windows Start menu.
• This server-side change began around June 22nd and occurred without user updates or announcements.
• The AI analyzes user behavior to suggest Microsoft services and third-party tools for revenue generation.
• This blurs the line between helpful system functions and targeted advertising, impacting user trust.
• Users can adjust Windows settings to limit these recommendations and provide feedback to Microsoft.

How is Microsoft using AI in the Windows Start menu?

Microsoft is using AI to generate personalized "recommendations" in the Windows Start menu. The AI system analyzes a user's behavior, including the applications they use, files they open, and Microsoft services they either have or lack. Based on this data, the AI decides which suggestions to display, such as upgrading to cloud storage, trying new Microsoft subscription services, or exploring third-party tools.

What kind of "recommendations" are appearing in the Start menu?

The "recommendations" appearing in the Start menu include suggestions to upgrade to cloud storage, try new Microsoft subscription services, or check out third-party tools. These are presented as cards within the Start menu's "recommended" section. The AI aims to show specific pitches most likely to encourage user clicks and engagement with services that align with Microsoft's revenue goals.

Did Microsoft announce this change to the Start menu?

No, Microsoft did not announce this change. The implementation of AI-driven recommendations in the Windows Start menu occurred without an official blog post, opt-in dialogue, or any prior announcement to users. This server-side change meant that users' Start menus changed remotely, without them installing any updates or being notified beforehand.

How can users disable or reduce these AI recommendations?

Users can disable or reduce these AI recommendations by adjusting their Windows settings. First, in Windows settings, navigate to "Personalization," then "Start," and turn off options related to "suggestions and recommendations." Second, under "Privacy & security," in the "Diagnostics & feedback" section, users can reduce the amount of behavioral data Windows shares with Microsoft. This limits the data feeding the recommendation engine, potentially leading to fewer targeted suggestions.