MicrosoftStartFeedProvider.exe is a process associated with the Microsoft Start Feed and keeps running in the background. In the Task Manager, you can see it as a part of the Start Experiences App.

Microsoft shares its process (and discarded ideas) for redone Windows 11 Start menu Updated Start menu design is currently being tested in Windows Insider previews.

It's a lot simpler than you'd think, no AI involved. Here's how Microsoft automatically groups together apps in the new Start menu.

In the Windows 11 2023 Update, Microsoft is rolling out several visual changes and enhancements for the Taskbar and Start menu, making these experiences more valuable and customizable.