Intel integrated artificial intelligence into its support service, but it provides inappropriate and risky recommendations

Intel launches an AI assistant on its support website

The company Intel has added a new virtual assistant powered by artificial intelligence (AI) to its technical support portal. The service, called Ask Intel, is intended to simplify the search for solutions for users without having to contact a live operator.

What Ask Intel promises
* Microsoft Copilot Studio – the first AI assistant in the semiconductor industry built on generative AI.
* The bot can:
* open support tickets on behalf of the user;
* instantly check warranty status;
* transfer the client to a live operator if needed.

Bodhi Tony, Intel’s Vice President and Head of Sales & Support Development, emphasized that “Ask Intel” is one of the first such solutions in the industry.

Company strategy
In December, Intel stopped accepting inbound customer phone calls, redirecting them to its web portal. This signals a long‑term plan to make Ask Intel a key component of support services.

PCWorld test
The PCWorld portal tested the assistant’s performance:
1. On first contact, the user received a warning about potential inaccuracies in answers and consented to privacy terms.
2. When asked about a desktop computer issue, the bot:
* recommended installing the latest graphics driver (not always an appropriate solution);
* suggested running a CPU stress test, which could worsen the situation;
* upon clarification, declined the test and instead advised updating the motherboard BIOS.

The journalist noted that “if AI gives incorrect advice and the user burns a costly component, it could result in serious losses.” He stressed the importance of handling virtual assistant recommendations with caution.

Conclusion
Ask Intel represents an innovative step for Intel in automating customer support. However, the service currently shows limited usefulness and sometimes offers risky advice, indicating that further improvements to AI accuracy and reliability are needed.