Microsoft: What Is a Brand Name?
May 20, 2025
Just the dinobaby operating without Copilot or its ilk.
I know that Palantir Technologies, a firm founded in 2003, used the moniker “Foundry” to describe its platform for government use. My understanding is that Palantir Foundry was a complement to Palantir Gotham. How different were these “platforms”? My recollection is that Palantir used home-brew software and open source to provide the raw materials from which the company shaped its different marketing packages. I view Palantir as a consulting services company with software, including artificial intelligence. The idea is that Palantir can now perform like Harris’ Analyst Notebook as well as deliver semi-custom, industrial-strength solutions to provide unified solutions to thorny information challenges. I like to think of Palantir’s present product and service line up as a Distributed Common Ground Information Service that generally works. About a year ago, Microsoft and Palantir teamed up to market Microsoft – Palantir solutions to governments via “bootcamps.” These are training combined with “here’s what you too can deploy” programs designed to teach and sell the dream of on-time, on-target information for a range of government applications.
I read “Microsoft Is Now Hosting xAI’s Grok 3 Models” and noted this subtitle:
Grok 3 and Grok 3 mini are both coming to Microsoft’s Azure AI Foundry service.
Microsoft’s Foundry service. Is that Palantir’s Foundry, a mash up of Microsoft and Palantir, or something else entirely. The name confuses me, and I wonder if government procurement professionals will be knocked off center as well. The “dream” of smart software is a way to close deals in some countries’ government agencies. However, keeping the branding straight is also important.
What does one call a Foundry with a Grok? Shakespeare suggested that it would smell as sweet no matter what the system was named. Thanks, OpenAI? Good enough.
The write up says:
At Microsoft’s Build developer conference today, the company confirmed it’s expanding its Azure AI Foundry models list to include Grok 3 and Grok 3 mini from xAI.
It is not clear if Microsoft will offer Grok as another large language model or whether [a] Palantir will be able to integrate Grok into its Foundry product, [b] Microsoft Foundry is Microsoft’s own spin on Palantir’s service which is deprecated to some degree, or [c] a way to give Palantir direct, immediate access to the Grok smart software. There are other possibilities as well; for example, Foundry is a snappy name in some government circles. Use what helps close deals with end-of-year money or rev up for new funds seeking smart software.
The write up points out that Sam AI-Man may be annoyed with the addition of Grok to the Microsoft toolkit. Both OpenAI and Grok have some history. Maybe Microsoft is positioning itself as the role of the great mediator, a digital Henry Clay of sorts?
A handful of companies are significant influencers of smart software in some countries’ Microsoft-centric approach to platform technology. Microsoft’s software and systems are so prevalent that Israel did some verbal gymnastics to make clear that Microsoft technology was not used in the Gaza conflict. This is an assertion that I find somewhat difficult to accept.
What is going on with large language models at Microsoft? My take is:
- Microsoft wants to offer a store shelf stocked with LLMs so that consulting service revenue provides evergreen subscription revenue
- Customers who want something different, hot, or new can make a mark on the procurement shopping list and Microsoft will do its version of home delivery, not quite same day but convenient
- Users are not likely to know what smart software is fixing up their Miltonic prose or centering a graphic on a PowerPoint slide.
What about the brand or product name “Foundry”? Answer: Use what helps close deals perhaps? Does Palantir get a payoff? Yep.
Stephen E Arnold, May 20, 2025
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