Intel amps up, rebrands research activities

When you start a marketing campaign around the notion of your innovative staffers being rock stars, calling your research arm the Corporate Technology Group seems a little… buttoned down. Earlier today, Intel CTO Justin Rattner announced that the group is being remixed, starting with a much-needed name change. Henceforth, Intel’s rockstars shall rock out at Intel Labs.

Rattner, who heads Intel Labs, didn’t exactly frame the change in the most exciting way during this morning’s keynote. "There’s not really a change in what we do," he said. "The Labs reports directly to the Chief Executive Officer Paul Otellini, and really we support and collaborate with all of the major business units across the company." I can only assume attendees went on to shout "Free Bird!" at the top of their lungs.

It turns out Intel actually has made a few changes behind the scenes, though. Most notably, Intel Labs has a new mission statement—"To fuel Intel’s growth, we deliver breakthrough technologies that bring the benefits of the ongoing digital revolution to everyone"—and Rattner talked about a new lab called Future Technologies Research. This lab will combine "People and Practices Research, our Everyday Sensing and Perception work, [and] Carry Small, Live Large." Intel’s press release seems to refer to the same lab as Interaction and Experience Research—maybe the rock star who put together Rattner’s presentation was, er, snowblind that day.

To give everyone a taste of what goes on at the Labs, Intel has posted a few demonstrations on YouTube. Play us out, Intel Research Scientist Beverly Harrison!

The videos also include this slient and somewhat cryptic clip, which shows Intel’s vision of next-gen social networking. And on a lighter note, Intel’s researchers have come up with a way to fetch and display alternative viewpoints when users look up controversial topics. At last, people will learn the truth about Elvis and Bigfoot.

Comments closed
    • ew
    • 9 years ago

    “There’s not really a change in what we do,”

    This is the core of all marketing decisions.

    • Farting Bob
    • 9 years ago

    Who actually cares what the research branch of an IT company calls itself?

    • BiffStroganoffsky
    • 9 years ago

    Call me when the system can differentiate between an actual product and a plastic replica(nt).

    • Grigory
    • 9 years ago

    AMD’s fake steaks are faster and cheaper than Intel’s but Intel is so entrenched in the fake steak market that they will sell more fake steaks even at the lower speed and higher price.

    • jackbomb
    • 9 years ago

    Giant outlet by the computer monitor.

      • dpaus
      • 9 years ago

      The system’s probably running a dual GF100 video rig.

    • Thanato
    • 9 years ago

    This just makes me think of the movie Idiocracy. Tech like this just allows people to think less.

    • Neutronbeam
    • 9 years ago

    Well, the names Aperture Laboratories and Advanced Idea Mechanics were already taken…the good names go fast.

    • eitje
    • 9 years ago

    I cannot WAIT to put my fingers all over the surface on which I’m preparing my meal!

    • Sargent Duck
    • 9 years ago

    She was soooo boring I just had to go find some Intel awesomeness: §[<http://www.youtube.com/watch?v=12Icxthmpis<]§ cool tech though.

    • FireGryphon
    • 9 years ago

    Looks like nice stuff that rich people still won’t have in five years. Fun, though, and good that Intel is moving in the right direction.

    • OneArmedScissor
    • 9 years ago

    Skynet – now featuring Intel inside.

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