The world's largest contract chipmaker is borrowing an idea from its struggling rival.

Taiwan Semiconductor Manufacturing Company is developing an advanced AI chip-packaging technology similar to what Intel already sells, according to reports summarized by Yahoo Finance and MarketScreener. MSN, citing the report, said Intel has been using the technology to attract new customers to its foundry business.

The technology in question is Intel's EMIB — a method of stitching separate chips together inside a single package. Instead of building one enormous piece of silicon, chipmakers can link several smaller ones with a tiny bridge, which is cheaper and easier to manufacture at high yields. Newsbytes describes EMIB as having given Intel an edge by making chip production more efficient, and says a successful TSMC equivalent could seriously compete with it.

Why this matters commercially: Stocktwits reported that Intel's EMIB technology has drawn interest from Nvidia for a future processor combining four graphics chips in a single package. That is exactly the kind of business TSMC would not want to lose.

Investors reacted quickly. Stocktwits noted TSMC shares gained on the report, and finance.biggo.com put the move at 7.6%. Curiously, Intel rose too — Yahoo Finance ran the story under the headline that TSMC is moving in on Intel's turf, and asked why Intel was up anyway. One reading, suggested by 24/7 Wall St., is that TSMC's move validates Intel's approach and points to where the real AI bottleneck now sits.

That is the bigger shift here. For decades, chip progress meant shrinking transistors. Increasingly it means how well you glue finished chips together — packaging, once an afterthought, is becoming a competitive battleground.

If TSMC succeeds, Intel loses one of the few technical advantages it currently holds over the company that manufactures most of the world's leading-edge AI chips.