"Remember a couple of years ago when Intel declared that the "age of the AI PC" had arrived? Back at CES 2024, the chip giant was saying that its Core Ultra processors would usher in a new era of personal computing, enabling all kinds of new on-device AI capabilities. As Michelle Johnston Holthaus, then the company's CEO of products, said in a keynote presentation, AI is "fundamentally transforming, reshaping, and reimagining the PC experience.""
"While Intel is still talking about AI, it now believes its PC processors will play more of a supporting role for cloud-based AI tools. At the CES trade show earlier this month, the company put a bigger emphasis on meat-and-potatoes concerns such as performance and battery life. "With all the excitement around AI, we always remind ourselves, fundamentals still matter," Jim Johnson, head of Intel's Client Computing Group, said at a CES launch event."
Intel initially promoted its Core Ultra processors as ushering in an 'age of the AI PC', claiming on-device AI would transform the PC experience. Two years later, Intel reframed its messaging toward processors acting mainly as supporters for cloud-based AI while prioritizing traditional strengths like performance and battery life. Executives emphasized that fundamentals still matter amid AI excitement. Company leaders described the change as intentional, attributing it to a disconnect between industry expectations for future AI capabilities and general consumer interest in on-device AI features. At a recent CES event, officials reiterated the focus shift while acknowledging AI remains part of the strategy.
Read at Fast Company
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