Following his unannounced appearance at their stand at CES earlier this month, Intel have announced Will.I.Am as their new Director of Creative Innovation. Chief Marketing Officer Deborah Conrad unveiled the Black Eyed Peas star -- and noted Cheryl Cole fan -- at an Anaheim press conference earlier today. The chip giants have expressed a keenness to forge a more emotional connection with the consumer and Conrad explained having Will.I.Am on board will put a face around the brand.
"Intel is in the midst of transforming the way we communicate with people," Conrad said.
"Our partnership with Will.i.am is a prime example of how we want to convey and deliver the Intel experience. It's imperative that Intel and our innovations are kept in front of the global youth culture that embraces new devices and new forms of communication and entertainment."
While the specifics of Will's involvement are as yet undefined, both parties emphasized it would be an actual collaboration rather than being a simple spokesman or endorsement figure.
Explaining his new role, Will.I.Am said:
"In the 60s Motown would sign bands and hole them up in giant studios and record on heavy tapes. Now the studio isn't a big block, it's a little chip. You don't go to a record store in your car, you go online.
"I'm super excited to be working with Intel. This relationship symbolises the future, to enable you to amplify your ideas across the world.
"The partnership makes so much sense because I actually use the technology in everything I do. Telling that story to consumers about how it's made and what it's made on is what being a Brand Ambassador is about for me."
Last year Intel partnered with Vice magazine to launch The Creators Project, a global celebration of art and technology and this could be one area their new addition plays a big role, stating that he was "jealous not to be involved in the first part".