Intel To Outsource Marketing To Accenture And AI

Intel is outsourcing its global marketing operation to consulting giant Accenture and will use more generative AI in support.

The corporate restructuring, revealed to employees last week, is expected to result in widespread layoffs as part of new CEO Lip-Bu Tan's aggressive strategy to cut costs and streamline operations.

"The transition of our marketing and operations functions will result in significant changes to team structures, including potential headcount reductions, with only lean teams remaining," Intel said in an internal notice.

Employees will learn their individual fates by July 11, 2025, though the company has declined to specify how many marketing staff will be laid off or how many are currently employed in the division globally.

Intel said the move is part of a broader transformation effort to make the company "leaner, faster and more efficient."

The company pointed to Accenture's long-standing relationship with Intel and its capabilities in AI and customer engagement as key reasons for the partnership.

"As part of this, we are focused on modernizing our digital capabilities to serve our customers better and strengthen our brand," Intel told OregonLive.

"Accenture is a longtime partner and trusted leader in these areas and we look forward to expanding our work together."

This move marks a continuation of CEO Lip-Bu Tan's sweeping overhaul of Intel, a company that has lost ground in critical sectors including datacentres, PCs, and most notably, AI – a field in which rivals like Nvidia and AMD have surged ahead.

Hired in March 2025, Tan is the first Intel CEO with no prior history at the company. Back in April, Tan warned employees of significant job cuts on the horizon.

Earlier this month, Intel notified workers in its manufacturing division of layoffs that could affect up to 20 percent of staff – potentially eliminating several thousand positions.

The marketing restructuring now appears to be another major prong of Tan's cost-cutting strategy.

"While we expect that lower costs will be a natural end result of this decision, the reality is that we need to change our 'go to market' model to be more responsive to what customers want," Intel told marketing employees.

"We have received feedback that our decision-making is too slow, our programs are too complex, and our competitors are moving faster."

Intel's financial struggles have deepened in recent years. Sales have dropped by roughly a third, the company is no longer profitable, and it has been virtually excluded from the high-growth AI chip market.

Outsourcing its marketing to Accenture – bolstered by AI tools – represents a high-stakes gamble on digital transformation and external expertise.

Intel said the AI-driven model would help move faster, simplify processes and reflect best practices, while "also managing our spending."

However, the company acknowledged the disruption the transition would cause, indicating that current employees might be asked to train their replacements at Accenture to ensure continuity.

Intel's decision is the latest in a line of announcements across the technology sector, of reduced headcounts and restructuring to optimize efficiency. Management layers are being cut out with those doing so stating that this will better enable them to capitalize on investments in generative AI.

Last month, Microsoft said it would lay off approximately 6,000 employees, representing about 3% of its global workforce, despite strong finances.

Cybersecurity firm CrowdStrike also announced plans to cut 5 percent of its workforce in a similar effort to adapt to changing business dynamics.

Last week, Amazon CEO Andy Jassy told staff that AI advancements are expected to reduce the company's future headcount.

This article originally appeared on our sister site Computing.