Given there have been updates to both the apps and the OS, people are probably just seeing something that was already happening in the background as a hidden process. It could also be as simple as a combination of that reality and having allowed Microsoft to collect data on usage - something is collecting the data and it could have whatever name they wish. I really wouldn't read it as an indicator that anything is forthcoming if it hasn't otherwise been announced.
BTW, I must admit I find it really rather creepy reading people refer to a bit of programming as "she" or "her." It is just an application embedded in the OS of an inanimate object. This is not, however, an exclusive WP/Cortana commentary. The ongoing trend across the first world to personalize the inanimate and de-personalize actual people is a very troubling trend.