Framework disses other PC makers about overuse of AI branding

Framework Laptop 13
(Image credit: Framework)

Framework made a snarky post on X last May 29, asking if it was the only laptop maker that doesn’t slap AI branding all over its landing page. This was probably made in regards to the upcoming Computex 2024, which started on June 3, and had AI everywhere. The company then made a follow-up post a couple of weeks later, saying that May was its highest revenue month since Framework started, meaning its non-use of AI branding isn’t having a negative effect on the company’s sales.

Despite that, Framework’s current laptop offerings already have AI capabilities. The Framework Laptop 16 can be had with a Ryzen 7 7840HS or a Ryzen 9 7940HS, with both chips capable of hitting 10 TOPS. On the other hand, you can pick between the Intel Core Ultra 5 125H, Ultra 7 155H, or the Ultra 7 165H process for the smaller Framework Laptop 13, with the best Intel chip capable of hitting up 34 TOPS.

Ever since AI entered mainstream consciousness, many companies have taken advantage of the mystique and mystery of this technology, with some adding AI branding to their products given the chance. For example, AMD’s mobile chips for the Ryzen 7000 and 8000 families had the 70XX and 80XX naming scheme. However, its latest Strix Point chips, which we expected to be named Ryzen 80XX, instead became Ryzen AI 300.

HP created a new AI Helix logo to differentiate its laptops that with 40+ TOPs per second and has Windows 11, and Microsoft even launched its Copilot+ PC branding last month. Even Cooler Master China tried to get in on the bandwagon by announcing an ‘AI Thermal Paste’, although the company later clarified the issue saying it was just a mistranslation.

AI technologies are useful in several applications, like medicine. For example, some scientists used an LLM to interpret thoughts, giving us the possibility to build an interface that would allow a quadriplegic to operate an machine that will help them regain their mobility and independence. However, AI (or at least its current iteration) isn’t at the level yet of what most people think of — a living, thinking machine that can reason just like a person. But marketing people are using our preconceived notion of what AI is to sell us machines.

Sure, the NPUs and other features on these AI devices (except for the thermal paste) are technically ‘AI’, but they’re not yet the AI we see in movies and TV shows like Star Trek, Star Wars, or (and we hope this will never come to pass) Terminator. So, while marketers and ad agencies are free to use the AI branding all they want, we, the consumer, should remember that AI is still in its infancy on the PC.

Jowi Morales
Contributing Writer

Jowi Morales is a tech enthusiast with years of experience working in the industry. He’s been writing with several tech publications since 2021, where he’s been interested in tech hardware and consumer electronics.

  • peachpuff
    I would support them even more because of this, ai can go diaf.
    Reply
  • eichwana
    Yeah but my new laptop company will release the AI blockchain 3000
    Reply
  • peachpuff
    eichwana said:
    Yeah but my new laptop company will release the AI blockchain 3000
    I'll wait for the nft edition...
    Reply
  • Eximo
    The highlight of Computex was the AI mouse. We really need to start an awards ceremony for silliest but most practical product.
    Reply
  • Jagar123
    peachpuff said:
    I would support them even more because of this, ai can go diaf.
    I am sure AI eventually be great for end users. But for now, every company forcing "AI" products is just upsetting users and, at least for me, causing them to avoid those companies. Marketing departments should all be ashamed of themselves.
    Reply
  • ThomasKinsley
    Framework’s current laptop offerings already have AI capabilities. The Framework Laptop 16 can be had with a Ryzen 7 7840HS or a Ryzen 9 7940HS, with both chips capable of hitting 10 TOPS. On the other hand, you can pick between the Intel Core Ultra 5 125H, Ultra 7 155H, or the Ultra 7 165H process for the smaller Framework Laptop 13, with the best Intel chip capable of hitting up 34 TOPS.

    To put this statement in perspective, Qualcomm's Snapdragon 8 Gen 3 processor that is used in the Samsung S24 also produces 34 TOPS, the same rating as Intel's best laptop chip.
    Reply
  • LordVile
    They could just make a decent laptop…
    Reply
  • helper800
    LordVile said:
    They could just make a decent laptop…
    Framework does make decent laptops...
    Reply
  • Notton
    LordVile said:
    They could just make a decent laptop…
    What do you not like about their laptops?

    The only thing I can think of is keyboard and trackpad options. I want a keyboard with the red nub thinkpads use, but there is no option for that.
    I know some people prefer physical L/M/R buttons on the trackpad, instead of having one giant piece of glass.
    Reply
  • Alvar "Miles" Udell
    The problem with AI now is that the AI you want isn't free or it doesn't exist. I want AI in Microsoft 365 so I can easily create templates and such, but it's $20 a month. I want Photoshop's AI to perfect my pictures, but it's $20 a month. I want AI to take my sub-1080p videos and upsample them to 1080p or even 4k, but I don't think that exists yet for consumers. I want AI to intelligently scan (locally) all my pictures and properly tag them for content, but it doesn't exist.
    Reply