I think it would be pointless for AMD and Intel to "do" anything other than what they're doing right now.
Currently, they're providing virtually all processors used in personal computers (unless you want to include iPad and other compact devices in with PCs).
While some of use seem to be worried about ARM, X86 is the real competitor. Upgraded constantly, originating with a small company building calculator processors, and very luckily picked for IBM first off the shelf consumer oriented computer.
This unlikely architecture has matured to dominate the market.
Would that it weren't true, but AMD and Intel have no reason to "do" anything else.