AI PC Hype Hits Software Snag, Stalling Big Tech's Next Cash Cow

• By Staff Editor
• Jul 08 2024

The tech giants are going all-in on hyping the era of "AI PCs" - laptops and desktops optimized for artificial intelligence workloads. But the road to making AI-accelerated computers a mainstream reality is facing some serious potholes out of the gate.

Microsoft (MSFT), Qualcomm (QCOM) and major PC makers launched a marketing blitz this summer around a new class of personal computers infused with dedicated AI chips. The bold pitch? Unlock new AI-powered experiences and functionalitysupercharged by on-device processing.

But only 3% of PCs shipped so far this year meet Microsoft's minimum spec to be considered a true "AI PC," according to IDC. And consumers appear to be greeting the AI PC hype with a hefty dose of skepticism so far.

One major issue? A lack of optimized AI software. Outside of Microsoft's own bundled tools like a unique video call feature, few major enterprise or consumer apps are currently leveraging the new chips' AI capabilities. As one Best Buy salesman bluntly told Bloomberg, the available AI features amount to little more than "gimmicks" right now.

Early adopters seeking productivity boosts may not be finding the value proposition all that compelling just yet. Only about one-fifth of PCs sold during the initial June/July launch window were AI-enabled models, per data from Circana.

Part of the holdup stems from compatibility snags with existing software built for the x86 chips from Intel (INTC) and AMD (AMD) that power most legacy PCs. The new AI PCs are powered by Arm-based processors from Qualcomm and others better suited for highly parallel AI math.

That's creating friction, with big software vendors like Adobe (ADBE), Salesforce (CRM) and SentinelOne rebuffing requests from PC makers to rush optimized AI integrations in time for launch, one source told Bloomberg. Those companies currently deliver AI functionality through the cloud rather than locally on devices.

Qualcomm acknowledged the uphill battle, saying it's spending over $75 million per year just on efforts to market the Snapdragon processor brand - since Intel's iconic "Intel Inside" campaign conditioned generations of consumers to equate quality with Intel chips inside their PCs.

What does it all mean for investors? For one, it could delay the revenue windfalls companies like Qualcomm and Microsoft were hoping for from the AI PC revolution. If that AI software ecosystem develops slower than hoped, and the "killer AI apps" don't arrive soon to sell the value proposition, consumer and enterprise upgrades could stall.

It also keeps the window open for competitors. Intel and AMD are set to release their own AI accelerated PC chips later this year without the software compatibility hang-ups. If they're able to establish a stronger value proposition out of the gate, it could limit the pricing power and share Qualcomm was hoping to seize as an early mover.

Long-term, the AI PC opportunity still holds immense potential - if everything comes together. Next-level productivity and creativity apps leveraging local AI models could drive a massive hardware upgrade cycle eventually. But profits may have to wait as the tech giants hash out the adoption roadblocks first.

For now, revenue forecasts and valuations banking heavily on an imminent AI PC boom may need a reality check. The AI revolution is proving far trickier to materialize on mainstream PCs versus cloud servers - at least so far. Stay tuned as the tech titans double down on efforts to make the AI PC a must-have piece of hardware.

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