"AI on PC", Intel CES vows to counterattack NVIDIA and Qualcomm

On Tuesday local time, Intel announced at the 2024 International Consumer Electronics Show (CES) that it will launch an AI PC-based automotive AI chip, directly competing with Qualcomm and NVIDIA. The first batch of chips is expected to be released by the end of this year.

Intel also announced its acquisition of French electric vehicle software startup Silicon Mobility, but did not disclose the acquisition price.

Jack Weast, Vice President and General Manager of Intel's Automotive Division, announced at the exhibition that Intel has partnered with ZEEKR, a high-end brand under Geely, making ZEEKR the world's first automaker to adopt Intel's automotive AI chip. Apart from ZEEKR, Intel has not disclosed any other customers, only stating that it is actively negotiating with multiple OEMs.

Weast stated that Intel's automotive chip products will adopt the company's recently launched AI PC technology to meet the durability and performance requirements of vehicles.

"We are bringing AI PC technology into cars, but we can't simply put a computer in a car. As I mentioned, we know that automakers need to be able to redesign their models to make them software-defined (cars)," Weast said.

So far, Intel has provided chips for the infotainment systems of 50 million vehicles, but it lags far behind NVIDIA and Qualcomm in the chip market for autonomous driving technology, upgradable vehicle system software, and complex dashboard displays.

"Intel has done a terrible job in promoting our success in the automotive field," Weast said in a media interview before the exhibition. "We will change that in the future."

Weast stated that Intel plans to compete with competitors by offering different types of automotive chips, covering the entire product line of automakers, from entry-level models to high-end models.