Intel shifts customer support to AI-powered assistant after scaling back phone support — “Ask Intel” system built on Microsoft Copilot Studio

Source: Tom’s Hardware

Image credit: Getty / Justin Sullivan

Overview

Intel has launched “Ask Intel,” an AI‑powered support assistant built with Microsoft Copilot Studio. The tool is now live on Intel’s support site and can open cases, check warranty coverage, provide troubleshooting guidance, and escalate issues to human agents when needed.

Changes to the Support Model

• Inbound public phone numbers for support have been removed in most countries.
• Customers and partners are now directed to initiate cases online.
• Direct support interactions through certain social media platforms have been discontinued, with engagement consolidated around web‑based case systems and community channels.

Features of “Ask Intel”

• Guides users through issue diagnosis.
• Creates or updates service tickets.
• Provides status updates on existing cases.
• Can identify required driver updates and autonomously create warranty claims (planned for future updates).

Intel VP Boji Tony described the assistant on LinkedIn as “one of the first of its kind in the semiconductor industry.”

Privacy and Disclaimer

• Intel states that the accuracy of the assistant’s responses “cannot be guaranteed.”
• The tool may contain bugs or incomplete features.
• Chat logs may be retained and processed by Intel and third‑party service providers under Intel’s privacy policy; there is no opt‑out option.

Technology Behind the Assistant

The assistant was built using Microsoft’s Copilot Studio, a low‑code platform that enables enterprises to create custom AI agents that connect to internal data sources and perform workflow actions. Microsoft is expanding Copilot Studio’s capabilities to include more autonomous task handling and the ability to trigger actions across connected systems.

Partner Feedback

In an interview with CRN, an Intel spokesperson reported:

• Early partner response has been positive.
• Early performance metrics show improvements in satisfaction and case resolution rates compared to prior quarters (no specific figures disclosed).
• Future updates will deepen integration with Intel.com and expand the assistant’s functionality.

Restructuring Context

The launch of “Ask Intel” is part of a broader restructuring effort aimed at streamlining operations and reducing overhead in 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 operate further downstream in the support process.