They have an NPU block
At the moment, hardware acceleration units for AI in AMD and Intel processors are practically useless for ordinary users due to the almost complete absence of corresponding software. However, the situation will gradually change. For example, the developer preview of DirectML DirectX12 adds support for Intel Core Ultra processors and their NPU. Let us remember that Meteor Lake was the first to receive such a hardware unit, while AMD has had it on the market for almost a year in the Ryzen 7040 mobile line.
DirectML currently only supports a few machine learning models in the case of Core Ultra, and Microsoft itself excluded some models from the list of supported ones due to problems with stability or accuracy.
However, this is only the first step, and in the future Windows and software for it should receive many more different functions for which the presence of an NPU hardware unit will be an advantage.