Intel is now embarking on a bold new narrative with its ‘USAI’ campaign, positioning itself as America’s only choice for cutting-edge chip manufacturing. The company has faced increasing pressure from US lawmakers, partly due to CEO Lip-Bu Tan’s past ties to Chinese companies. Despite Tan’s recent meeting with former President Trump to address these concerns, Intel must do more to prove its commitment to US manufacturing.
This new campaign, which Intel has dedicated a webpage to, is designed to show the company’s alignment with the US government and military.
Intel’s message on the USAI campaign emphasizes its longstanding commitment to the US, claiming, “For over five decades, we’ve been the only U.S.-based company committed to advanced manufacturing on American soil to produce the world’s most cutting-edge chips.” While specific details about the campaign remain sparse, it is clear that Intel is working closely with the US government, particularly in AI-related projects. Recently, the company unveiled plans to develop AI agents for the military, collaborating with EdgeRunner AI to create on-device AI for military use.
Intel’s push for government partnerships comes at a crucial time, as lawmakers are expected to make key decisions on the company’s future in the coming weeks. The campaign is seen as an attempt to solidify Intel’s reputation as a patriotic, US-centered company, but its actual impact remains uncertain. However, it’s clear that Team Blue is now fully engaged in the competition, looking to regain its position as a leader in semiconductor manufacturing after being sidelined by competitors like TSMC.