Microsoft and Intel are back at it again with a new PC branding effort that will elevate some devices from regular personal computers to “AI PCs” if they meet new requirements.
Similar to the push to rebrand higher spec’d and thinner designed laptops such as “Ultrabook’s”, Intel is now defining what it will take for device manufacturers to brand their devices as AI PC which includes their new SoCs with Neural Processing Units.
As for Microsoft, the company won’t consider any PC without a dedicated Copilot key as an AI PC.
Between Inte and Microsoft’s new demands, OEM partners will need to craft devices that include Intel’s latest Core Ultra SoCs with combined CPU, GPU, and NPUs, Copilot enabled in the software and a dedicated Copilot Key, to brand their devices as AI PCs.
The arbitrary requirements from Microsoft and Intel means devices such as the Asus ROG Zephyrus fall short of the AI PC branding despite it is including Intel’s Core Ultra SoC as well as shipping with Windows 11 and Windows 11 Copilot supported in the latest update.
Additionally, Microsoft’s own Surface Laptop Studio 2, Laptop Go 3, and Surface Pro 9, which were released last year and during the incubation of Copilot AI, are considered outdated devices despite their access to Windows Copilot via software support.
In an interview with The Verge, head of PC ecosystems at Intel Todd Lewellen elaborated on the joint effort between themselves and Microsoft on this new AI-focused branding it intends for OEM partners to begin using when shipping new devices this year.
“Our joint aligned definition, Intel and Microsoft, we’ve aligned on Core Ultra, Copilot, and Copilot key. From an Intel perspective our AI PC has Core Ultra and it has an integrated NPU because it is unlocking all kinds of new capabilities and functions in the AI space. We have great alignment with Microsoft, but there are going to be some systems out there that may not have the physical key on it but it does have our integrated NPU.
Todd Lewellen – head of PC ecosystems, Intel
While Microsoft and Intel appear to be on the same page for an aligned definition of AI PC, some OEM partners were less aware during CES 2024 where many of them simply used stickers to replace their Context Menu keys where the new Copilot button is to reside.
Intel is looking to host an AI PC acceleration program to not only presumably offer more stickers for OEMs who are already in midst of shipping devices with 2 out of the 3 requirements, but to also corral developers.
Having a dedicated key won’t be enough to pique customer interest in consumer-grade AI for the longevity of this sales funnel, Intel and Microsoft need to deliver more than Windows Studio effects to justify this new AI branding by companies.
Intel’s AI PC acceleration program will attempt to get developers to optimize their apps to work better with Inte’s CPUs similar in regard to x86 development back in the day.
The rush to court developers of AI supported apps is an end-around to cut off Qualcomm’s new ARM based Snapdragon X Elite from running off with the AI-developer market as both prepare to compete later this year with OEMs delivering device powered by both SoC choices.