Intel outsources marketing to AI from Accenture
The layoffs continue: Intel next plans to outsource large parts of its marketing to AI tools from Accenture.
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According to a US report, Intel has informed the workforce about a new wave of redundancies in an internal memo. Following layoffs among employees at its chip factories, this time it concerns marketing. Intel apparently wants to outsource large parts of these activities to the consulting firm Accenture, which will then primarily handle marketing using AI tools. Intel confirmed the expanded collaboration with Accenture to heise online, but declined to comment on the details.
The US daily newspaper "The Oregonian", which is well-informed about Intel, had previously reported on the plans. According to this, the company informed its employees last week about the outsourcing of marketing. Intel did not say in the announcement who would keep their jobs and who would have to go. However, this is to take place by July 11. Only "lean teams" are to remain from the marketing department. Accenture's AIs will "better serve customers and strengthen the brand", Intel wrote in the memo, according to the Oregonian.
Intel, the marketing legend
It is not clear from the report how marketing will work in the future. This department in particular has long been regarded as a leader in the industry. With ever new brands, starting with "Pentium" and later "Core", Intel had always conveyed that the processor of a PC was what counted most. Major advertising campaigns such as "Intel inside" won awards, and every year, all the marketeers met at a central event. What remains of these structures is yet to be seen.
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In recent years, following the departure of CEO Pat Gelsinger and new boss Lip-Bu, marketing at Intel has been restructured several times. Among other things, public relations is no longer part of the same division. According to reports from Intel the hierarchies have indeed been flattened, as Lip-Bu Tan had announced various times. The new CEO also formulated this goal in the memo quoted by the Oregonian. Tan had already announced at the announcement of the last quarterly figures that, following the redundancies in the fabs, further staff cuts were also on the agenda.
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