Intel Shifts Support to AI Assistant
Intel has migrated its customer support operations to an AI-powered assistant named “Ask Intel.” The system is built on Microsoft Copilot Studio and follows the company's decision to scale back phone-based support. The move highlights a broader enterprise trend of automating knowledge-intensive workflows like customer service using agentic AI.
- The move to an AI assistant follows Intel's decision in December 2025 to remove inbound public phone numbers for customer support in most countries, directing users to online channels instead. This is part of a broader "digital-first" strategy resulting from a 2025 restructuring of its sales, marketing, and global support operations. - "Ask Intel" is designed to handle initial support tasks such as opening cases, checking warranty coverage, and providing troubleshooting guidance before escalating to a human agent if necessary. The system is built on Microsoft's Copilot Studio, a low-code platform that allows businesses to create custom AI agents. - Microsoft Copilot Studio enables the creation of AI agents that can integrate with enterprise systems through over 1,400 connectors, automate multi-step workflows using Power Automate, and connect to internal knowledge bases like SharePoint. This allows the AI to perform actions on behalf of the user, not just retrieve information. - The use of "agentic AI" means the assistant can autonomously reason through a user's request, decide on the necessary steps, and execute tasks across connected systems, such as rebooking a shipment or updating billing information. This approach is being adopted by companies like T-Mobile and Bosch to improve service efficiency. - This shift reflects a wider enterprise trend where AI is used to automate B2B support workflows. Key capabilities include predictive support, automated ticket summaries, and integration with CRM systems to provide context-aware assistance. - Industry analyst firm Gartner predicts that by 2029, agentic AI will autonomously resolve 80% of common customer service issues. However, Gartner also projects that by 2027, half of the companies that laid off customer service staff for AI will end up rehiring employees for similar roles as the technology is not yet mature enough to fully replace human expertise and empathy. - While often positioned as a cost-saving measure, Gartner predicts the cost per resolution for generative AI in customer service will exceed $3 by 2030, potentially making it more expensive than many offshore human agents due to rising data center and resource costs. - The "Ask Intel" assistant is initially available in English and German, with plans to add more languages and features. The executive leading the initiative is Boji Tony, Intel's Vice President and General Manager of Sales Enablement and Support.
