TIME x Intel: Bringing AI Everywhere
Intel came to TIME with a unique challenge: show the power of its new AI PC firsthand, not through a demo, but through an experience people could genuinely connect with. Throughout its history, TIME has celebrated technology, profiled the people behind it, and posed open questions about what comes next. Some of those questions sat on the cover unanswered for decades.
As we looked back through the archive, we had an idea. Reimagine a selection of TIME covers spanning a century, 1923, 1982's "The Computer Moves In," 1989's "Endangered Earth," 2006's "Person of the Year: You," and 2023's "The End of Humanity" so each new version answers the question its original posed, from the vantage point of the AI age, and all produced on Meteor Lake. The most recognizable canvas in publishing became the demo: same red border, same questions, new answers, generated on the device itself and finalized by TIME.
Intel didn't have to tell anyone what an AI PC could do. Readers watched it close a hundred years of open questions.
Results
• +2 minutes engagement rate (Target: 1:30)
• Led to sold out AI Everywhere event in NYC and TIME100 AI event in SF
• Three months before the launch, Intel CEO Pat Gelsigner coined the term AI PC and within two years, the category itself reached over 31% of the global PC market.
Role: VP Brand Strategy and Creative, Head of Branded Content, Creative Director
Company: Red Border by TIME, in partnership with Intel
(Production Media Monks)
