Intel Corporation (NASDAQ:INTC) has incorporated its artificial intelligence units into a single operating group under Naveen Rao, who is now the new Vice President and General Manager of the unit.

The new management merges the previously scattered artificial intelligence units into a single operating group. The company said it will now focus on the expansion of chips and software products attached to machine learning, algorithms, and deep learning.

The latest news from NASDAQ shows that Intel is probably introducing the new lab so as to sell the massive number of computer chips that other industries will need to build their AI. Firms like Google and Facebook are hiring top-tier Artificial Intelligence (AI) talents to create services that transfer vast amounts of data into insights.

This approach could make Intel to compete effectively with companies like chip maker Nvidia as the AI race heats up. Intel has made several attempts to keep pace in the market. For instance, last year in November, it initiated an automated driving group to work on self-driving cars. The following month the company again partnered with Microsoft on EVO Project to convey Microsoft’s virtual assistant Cortana into homes.

Santa Clara-based Intel’s artificial intelligence products group will at the moment assemble a functional AI research lab committed to pushing the forefronts of computing. Intel is developing more software products to include analytics, image recognition, and automation workloads.

Rao said that AI is changing the world and this brings new capabilities to almost all industries from smart factories to drones to sports to health care and to driverless cars. He commented in a blog post that data had become a common thread in all the applications and their strategy it to ensure Intel is the driving force of data revolution in all industries. His new management plans to reduce costs by working across Intel’s multiple units.

The new AI research lab will also investigate the “novel architectural and algorithmic approaches” that might be relevant to data center technologies and IoT devices. Intel is also applying its extensive portfolio of FPGAs (field programmable gate arrays) to its artificial intelligence.