Cooler Master released an official statement on X saying that its latest product, the Cryofuze 5, is not ‘AI thermal paste’. The term came from a Google-translation of the Chinese page for the Cryofuze 5, where the original Chinese characters — AI竞彩导热膏 — were translated as ‘AI competitive thermal paste’ or ‘AI thermal paste’.
The official statement from Cooler Master says that the company isn’t actively promoting the Cryofuze 5 as an ‘AI thermal paste’ in the sense that it uses AI to help transfer heat from your CPU or GPU to the water block or heat sink. Instead, the original term meant to say that the Cryofuze 5 is perfect for AI-enabled chips, especially as these could generate more heat.
Cooler Master shows that it isn’t just capitalizing on the AI trend by slapping "AI" to its new products. Instead, the company made the Cryofuze 5 to help PC builders get ready for even hotter CPUs, APUs, and GPUs, especially as AI powered processors are now slowly becoming available to the PC building community.
The ‘AI Thermal Paste’ was talked about for a short while, especially as many people pondered on the meaning or significance of ‘AI Thermal Paste’. This statement clarifies the air and shows that it was all a misunderstanding.
(Image credit: X)
Nevertheless, the few days in which we all pondered ‘AI Thermal Paste’ is a marketing win for the company, as the efforts of its marketing team reached more people and ‘AI thermal paste’ became a minor meme because of this harmless snafu. At the very least, Cooler Master achieved what it wrote on it’s X bio—“Your #1 go-to for the coolest PC hardware memes!”
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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.
"where the original Chinese characters — AI竞彩导热膏 — were translated as ‘AI competitive thermal paste’ or ‘AI thermal paste’."
Since when are "AI" Chinese characters??
The whole thing sounds like damage control to me.
Only if you skip reading the article.
The roman characters in the source phrase were not the source of the translation issue. What was translated as "AI thermal paste" should have ended up closer to "Thermal paste for AI (hardware)" - logographic to phonetic translation is never simple.
Still a big fail for this to get from translation to publishing without anyone stopping it (either everyone involved was dense enough to think "AI thermal paste" made perfect sense, or jaded enough about marketing nonsense to just ignore the BS as the expected norm, nether being a good situation) but at least the original product tagline made sense.
