Intel bets on basics in the middle of the AI boom

Intel (INTC) bets on basics as AI hype swirls, choosing to emphasize speed and battery life rather than flashy new features as it looks to reignite demand for PCs.

The PC industry has spent more than a year pitching artificial intelligence as the next reason for consumers to buy new laptops. The idea was simple. Built-in AI features would push users to upgrade in large numbers.

At CES 2026 in Las Vegas, Intel took a different approach. Instead of leading with AI, the company focused on two familiar selling points: faster performance and longer battery life.

Intel unveiled its Core Ultra Series 3 processors at the show. They are the first chips made using the company’s 18A manufacturing process, a long-delayed technology meant to close the gap with rivals. Intel said laptops using the new chips could deliver up to 27 hours of battery life.

That figure would mark a sharp improvement over older Intel processors. It would also exceed the battery life ratings of Apple’s MacBook Air, listed at 18 hours, and MacBook Pro models, which reach up to 24 hours.

Pavan Davuluri, president of Windows and devices at Microsoft, said the message is about fundamentals. He said consumers want PCs that feel faster, respond quickly, and offer strong value.

Intel did not ignore AI entirely. The company repeatedly referenced “AI PCs” during its presentations. But executives made clear that average buyers still care most about speed and how long a laptop lasts on a charge.

Forrester senior analyst Alvin Nguyen said that approach makes sense. He said talking about faster performance and better battery life is something people already understand, with AI positioned as an added bonus.

The launch is a key moment for Intel. The company has lost market share to Advanced Micro Devices after years of execution problems. Core Ultra Series 3 is its biggest attempt in years to win back trust from consumers and businesses.

Competition remains intense. AMD and Qualcomm also announced new laptop processors at CES, raising the stakes. Intel bets on basics to slow rivals’ momentum and convince buyers that dependable performance and longer battery life still matter most.