Framework publicly mocked other PC makers for overusing AI branding in May–June 2024, then reversed course entirely by February 2025, placing AI-forward language prominently across its own product pages and launch announcements.

In May 2024, Framework posted on X (formerly Twitter) asking whether it was the only laptop maker not covering its website in AI branding, framing its restraint as commercially smart after announcing May 2024 as its highest-revenue month since founding. However, from February 2025 onward — coinciding with Framework adopting AMD Ryzen AI Max processors and launching the Desktop as a dedicated AI inference machine — Framework's official communications prominently feature AI-forward language, including terms like 'Ryzen AI,' 'heavy-duty AI compute,' and detailed positioning around local AI model use. This shift is documented across Framework's own product pages and blog posts.