Intel Bets Core Ultra 3 Will Power the Next AI Wave

• Key takeaways

• Intel is centering its turnaround on the Core Ultra 3 chip to push on-device AI across PCs and robotics. • Jim Johnson says Intel will embed chips in many devices: “The devices between PCs and the cloud are almost infinite.” • Oversonic Robotics plans to move from Nvidia to Intel for robot inference; Nvidia still dominates data centers and model training. • Intel faces fast-moving rivals—AMD, Qualcomm and Nvidia—and must balance battery life, AI performance and cost.

Why Core Ultra 3 matters

Intel introduced the Core Ultra 3 series as the backbone of its device strategy, targeting laptops first but aiming far beyond. The company positions the chip to deliver better battery life and faster local AI processing for real-world apps like coding assistants and improved video calls.

Short-term, Intel expects Core Ultra 3 to appear in hundreds of new PC designs. Longer term, the chip is intended to power a broader array of edge devices that need real-time AI without constant cloud access.

Leadership and the turnaround plan

CEO Lip‑Bu Tan, who took the helm in 2025, has driven a company-wide push toward AI-enabled hardware and tighter customer feedback loops. Jim Johnson, head of Intel’s client computing group, said Tan asks for direct updates — even encouraging texts when customers are unhappy.

That management focus aims to fix past strategic missteps and speed product-market fit across new categories.

Embedding chips in robots and devices

Johnson argues the market between PCs and the cloud is vast. “The devices between PCs and the cloud are almost infinite,” he told reporters at CES. Intel is explicitly targeting humanoid and service robots as a growth area for Core Ultra 3.

Oversonic Robotics plans to switch inference tasks from Nvidia to Intel’s new chips, citing lower overall costs and faster on-device performance. Intel’s spokesperson noted the firm still relies on Nvidia technology for training large models, underscoring a hybrid approach.

Competitive landscape and challenges

Intel still leads PC chips by share, but rivals are closing the gap. AMD is pushing laptop AI performance, Qualcomm is promising very long battery life with its AI-focused chip, and Nvidia continues to dominate data-center AI and advances in robotics.

Analysts warn humanoid robot deployments remain limited and face technical hurdles. Intel must deliver chips that are not only power-efficient but also compelling enough for device makers to switch.

What to watch next

Watch for Core Ultra 3 benchmarks, the number of OEM designs shipped, and real-world robot deployments. Performance in privacy-sensitive, low-latency AI tasks will be the clearest indicator of whether Intel’s chip strategy gains sustained traction.