AMD and Intel have launched a marketing war ahead of the imminent release of Intel Panther Lake.

AMD and Intel Ignite Marketing Battle Ahead of Intel Panther Lake Launch

At CES 2026, a genuine showdown unfolded between AMD and Intel, sparked by the new Intel Panther Lake processors and AMD's Ryzen Z2 lineup, designed for portable gaming consoles.

Intel representatives, in interviews with PCWorld and other outlets, made sharp remarks toward AMD. They claimed that their competitor continues to use "ancient silicon" in their new Z2 series chips, hinting that the base Z2 is merely a slightly updated Z1 Extreme. According to Intel's internal tests, their new integrated graphics Arc B390 surpass AMD's current solutions (Radeon 890M) in gaming by nearly 73–77%.

Meanwhile, AMD's client division head Rahul Tikku countered these attacks in an interview with Tom's Hardware. He stated that Panther Lake carries too much "baggage" unnecessary for portable consoles, and Arc B390 poses no threat to AMD given the existence of the true powerhouse, Radeon 8060S.

This exchange confirms that 2026 will become a battleground for the second generation of portable consoles, such as the ROG Ally 2 and Lenovo Legion Go 2, where the choice of processor will be a decisive factor.