This case explores the strategy behind Intel’s move beyond traditional semiconductors in pursuit of new growth. Reflecting the effectiveness of the role that strategic marketing had played in its historic success, Intel sponsored an Industry 4.0 informational series to shape the agenda around next generation technologies – and to promote awareness of the core underlying components of cyber-physical systems, IoT, cloud computer, cognitive computing, and AI. Company executives reasoned that a proactive digital convergence strategy would position Intel for an emerging future that would be more interconnected and data-driven than ever.