In a significant pivot towards digital transformation, Intel has unveiled its new AI-powered support assistant dubbed “Ask Intel,” which leverages Microsoft Copilot Studio. This initiative marks a major shift in Intel’s customer service strategy as the company restructures its global support operations and diminishes its reliance on traditional phone support systems. With the launch now live on Intel’s support site, Ask Intel is designed to streamline user experience by providing functionalities such as opening cases, checking warranty coverage, troubleshooting guidance, and even escalating issues to human agents when necessary.

This digital assistant introduction comes on the heels of significant changes to Intel’s support model. The company has eliminated inbound public phone numbers for support in most regions, directing customers and partners to interact with the support team exclusively through online channels. Additionally, direct support interactions over certain social media platforms have been terminated, thereby consolidating user engagement around web-based case systems and community discussions. These moves underline a broader trend towards creating a more efficient and less resource-intensive support framework.

Intel’s VP, Boji Tony, has characterized Ask Intel as “one of the first of its kind in the semiconductor industry,” reflecting the unique position of this technology within the sector. This ambitious project is portrayed as the first step of Intel’s larger initiative towards establishing a “digital-first experience” aimed at improving customer interaction and service efficiency on a comprehensive level. The assistant is noted for its capabilities, such as guiding users through issue diagnoses, creating or updating service tickets, and providing timely status updates on user inquiries.

Despite the excitement surrounding its launch, Intel has underscored that the accuracy of the responses generated by Ask Intel “cannot be guaranteed.” The company has acknowledged that the tool may contain bugs or incomplete features, highlighting the nascent stage of its capabilities. Furthermore, privacy concerns have been raised since chat logs may be retained and processed by Intel and third-party service providers, with no available opt-out option for users.

Built on Microsoft’s Copilot Studio platform, Ask Intel represents a synergy between two tech giants aimed at creating customized AI agents that seamlessly connect to internal data sources and automate workflow actions. Microsoft has been enhancing Copilot Studio’s features to enable more autonomous task handling. This includes the burgeoning capability to trigger actions across multiple connected systems, a promising advancement for various enterprises looking to streamline operations.

Early feedback from partners regarding Ask Intel has been encouraging, with Intel reporting improved satisfaction and case resolution rates in the initial months of implementation. However, the company refrained from disclosing specific performance metrics. Looking ahead, Intel indicates that future updates are planned to deepen the integration of Ask Intel with Intel.com, and enhance the assistant’s knowledge in identifying necessary driver updates and autonomously generating warranty claims.

The timing of the Ask Intel launch coincides with a broader restructuring effort at Intel aimed at optimizing operations and reducing overheads in non-manufacturing functions. By moving towards an AI-driven centralized support system, Intel is reshaping the way its partners and customers engage with human agents, who are now further downstream in the support process. This shift not only illustrates the industry’s movement towards automation but also indicates a strategic approach by Intel to focus on enhancing overall customer experience and operational efficiency.

As Intel continues to evolve its support framework, the introduction of Ask Intel may herald a new era of AI-enhanced customer service in the semiconductor industry, setting a benchmark for competitors and driving further innovations in automated assistance and support technologies.