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Last year Intel, the chipmaker best known to the wider world for its "Intel Inside" tagline, decided to pivot from being a PC-centric company to a data-centric one. It has invested heavily in artificial intelligence, the internet of things, drones, autonomous cars and more. Those data-centric businesses made up 47 percent of revenues in fiscal 2017, underscoring the diminished importance of the PC to its business.

"We need to make sure the future tech buyers of the world understand we're not just a chip in a PC," says Intel's Alyson Griffin, who is charged with telling that story. "We need to make sure we're not stuck inside a PC."

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