If you’ve been wondering when the “AI” branding spigot might be turned down a notch, AMD’s answer is that it won’t be anytime soon.

At an AMD breakfast at IFA 2025 this week, Jack Huynh, senior vice president and general manager of AMD’s Computing and Graphics Group, said that AMD will continue to promote its AI capabilities as much as it can. Huynh also shrugged off a report that AMD — and everyone else, really — is being obliterated by Nvidia’s dominance in the desktop GPU market.

PCWorld’s Adam Patrick Murray, host of The Full Nerd podcast, asked about when it will simply be assumed that PC chips include AI, removing the need to call it out.

“When we have AI capability in our processors, we want to market it, right?” Huynh replied. “A lot of us, many people, think AI is overhyped.

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