AI PCs in Europe are undergoing a rapid reshuffle, with Intel and AMD strengthening their positions while Qualcomm struggles to translate early momentum into sustained enterprise adoption.
Intel remains the dominant CPU supplier across the broader PC market, but the past two to three years have seen AMD steadily increase its share, particularly in the commercial segment. Senior analyst at CONTEXT, Marie-Christine Pygott, says that AMD's gains are the result of sustained investment in enterprise-focused channel programs, partner relationships, and ecosystem development. While growth has been incremental rather than disruptive, it has come largely at Intel's expense.
The dynamics are more fluid in the emerging AI PC and Copilot+ PC categories. Qualcomm initially dominated the segment following its early partnership launch in mid-2024, holding 100% share because it was the first to enter the market. However, as Intel and AMD entered the market, leadership shifted quickly. Intel has now regained the top position, followed by AMD, with Qualcomm ranking third.
One key factor is enterprise conservatism. According to Pygott, Qualcomm's ARM-based architecture has faced resistance in commercial environments that depend heavily on x86-based software ecosystems. Application compatibility issues, especially with legacy and specialized enterprise software, remain an obstacle, despite Qualcomm's ongoing efforts to improve native support and emulation performance. While Qualcomm has achieved more traction in the consumer segment, enterprise buyers continue to prioritize stability, compatibility, and deployment predictability over advantages such as improved battery life. Confidence in ARM-based PCs has yet to fully reach IT decision-makers, slowing adoption in large-scale rollouts.
Supply-side factors are also reshaping competition. Copilot+ PCs typically require 16GB of memory, a configuration currently constrained by the ongoing memory shortage. Intel's Lunar Lake platform integrates memory directly into the processor package, partially insulating OEMs from DRAM supply volatility. Pygott says that this architectural choice has become a strategic advantage as vendors seek to secure shipment continuity amid tight component availability.
AMD is continuing to grow its credibility in the commercial channel, positioning itself as a viable alternative for enterprises seeking supplier diversification without ecosystem risk. While Intel remains the default choice for many deployments, AMD's steady progress suggests ambitious plans for the company.
The AI PC transition is reinforcing the importance of ecosystem maturity over first-mover advantage. Intel's architectural decisions and AMD's channel investments are translating into tangible gains, while Qualcomm's experience highlights the difficulty of disrupting entrenched enterprise platforms. Over the medium term, competition is likely to intensify, but x86 architectures are set to retain dominance in commercial environments through at least the next upgrade cycle.
Article edited by Jerry Chen
