Intel has launched what it’s calling “Ask Intel,” a new AI-powered support assistant built with Microsoft Copilot Studio, as it restructures its global support operations and reduces reliance on phone support. Now live on Intel’s support site, the tool is designed to open cases, check warranty coverage, give troubleshooting guidance, and escalate issues to human agents when required.
The launch of Ask Intel follows changes to the company’s support model that include removing inbound public phone numbers for support in most countries and directing customers and partners to initiate cases online. Intel has also ended direct support interactions through certain social media platforms, consolidating engagement around web-based case systems and community channels.
The support assistant — described by Intel VP Boji Tony as “one of the first of its kind in the semiconductor industry” on LinkedIn — is the first step in what Intel has described as a broader “digital-first experience” and is understood to be capable of guiding users through issue diagnoses, creating or updating service tickets, and providing status updates.
Intel’s own support page contains a disclaimer that the accuracy of responses generated by the assistant “cannot be guaranteed” and that the tool may contain bugs or incomplete features. It also notes that chat logs may be retained and processed by Intel and third-party service providers under its privacy policy — there is no opt-out for this.
The assistant was built using Microsoft’s Copilot Studio platform, a low-code tool designed for enterprises to create custom AI agents that connect to internal data sources and perform workflow actions. Microsoft has been expanding Copilot Studio’s capabilities to include more autonomous task handling, including the ability to trigger actions across connected systems.
Speaking to CRN, an Intel spokesperson said that early partner response “has been positive,” and that early performance metrics show improvements in satisfaction and case resolution rates compared to prior quarters, though no specific figures were disclosed. The same spokesperson indicated that future updates will “deepen integration” with Intel.com and expand the assistant’s ability to identify required driver updates and autonomously create warranty claims.
Ask Intel has been launched amid a wider restructuring effort at Intel aimed at streamlining operations and reducing overhead across non-manufacturing functions. By consolidating support intake through a centralized, AI-driven interface, Intel is reshaping how partners and customers interact with human agents, who now sit further downstream in the support process.
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Luke James is a freelance writer and journalist. Although his background is in legal, he has a personal interest in all things tech, especially hardware and microelectronics, and anything regulatory.
Is this going from bad to worse? Has Intel's customer support off shored to a third world country where they can hardly speak English, like most PC "support", (sic)? Is Intel's AI is terrible as all the other consumer level AI? Do PC industry companies pay employees at third world support hubs more than $1/hr. ? :(
