PC enthusiasts prefer either AMD or Intel chips — there’s often no middle ground. But AMD believes its upcoming Zen chips will have crossover appeal for even the Intel faithful.

AMD is betting its future on the upcoming Zen chips, which are based on a new architecture built from scratch. Zen wipes out inefficiencies that hurt older chips, which performed poorly and damaged AMD’s reputation as an innovative chip maker.

There are still AMD enthusiasts, though many have moved on to Intel, whose chips are considered to be more advanced. But AMD is now catching up with Intel on processor technology and manufacturing process, said Mark Papermaster, the chief technology officer at AMD, speaking at the Morgan Stanley Technology, Media and Telecom Conference this week.

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