Intel has been largely left behind as an artificial intelligence boom has catapulted rival chipmakers such as Nvidia and Broadcom. While the once-iconic U.S. chipmaker still hopes to grab a piece of the fast-growing AI chip market, in the short term it is trying something different—selling specialized AI software and services.

Intel is working with multiple consulting firms to build ChatGPT-like apps for customers that don’t have the expertise to do it on their own, said two people with direct knowledge of the nascent business. Intel began the project with Boston Consulting Group earlier this year but has added additional consulting-firm partners, one of these people said. Intel also is selling its app-building software directly to corporate customers whose names it hasn’t disclosed yet, they said.