From Qualcomm to Microsoft, tech giants are launching marketing campaigns around AI PCs, promising to embed artificial intelligence features into notebooks and desktops. This strategic move is key to Qualcomm's re-entry into the PC processor market, marking an attempted comeback after a previous unsuccessful venture.
Qualcomm acknowledges the need to bolster its brand promotion and support PC manufacturers with marketing efforts. Analysts suggest this is crucial because, for decades, the PC industry has relied heavily on Intel's promotional prowess.
The iconic "Intel Inside" campaign is widely regarded as one of the most successful component brand marketing initiatives ever, conditioning consumers to view brand stickers on computers as symbols of quality. Intel even successfully promoted sub-brands, such as the 2003 launch of Centrino NB, which drove explosive growth in notebook demand due to its built-in Wi-Fi connectivity.
Challenges and skepticism in the AI PC market
Despite the enthusiasm surrounding AI PCs, significant challenges remain. Market research firm IDC predicts that by 2026, AI PCs will still account for only about 20% of new PC shipments. Moreover, it's estimated that a mere 3% of PCs shipped in 2024 will meet Microsoft's AI PC processing power requirements.
Market analysts remain skeptical about the AI capabilities in notebooks, believing that practicality will be limited.
Apart from Microsoft, few software manufacturers are developing AI load optimization functions to utilize the new AI chips built into these PCs. The risks are high for many companies involved. Qualcomm claims it's ready to challenge Intel's dominance in the PC sector, while manufacturers like Dell and HP hope AI PCs will rekindle consumer interest.
However, companies must avoid overhyping AI PC performance to prevent repeating the short lifespans of past initiatives like Windows Mobile OS or detachable screens.
Nevertheless, even with current limited functionality, AI PCs could trigger a wave of new high-priced purchases. Many consumers, enterprises, and schools drove a surge in notebook purchases during the early days of the pandemic, and these devices have not yet been upgraded. Dell CEO Michael Dell stated in May that new AI features would help guide buyers toward higher-end products.
Another major selling point of AI PCs is their potential for longer battery life compared to traditional Windows notebooks. Qualcomm claims that its Arm-based chips can last several days without charging. Industry analyses support this, noting that battery life, rather than AI capabilities, remains the primary selling point for notebooks at present.
As the tech industry gears up for this new wave of AI-enhanced computers, only time will tell whether AI PCs will truly revolutionize computing or if they'll join the ranks of overhyped tech trends of the past.
