Intel Corp., the world’s largest chipmaker, said Black Eyed Peas member will.i.am will become a creative director, contributing music and helping in the development of devices such as laptops, smartphones and tablets.

The Grammy Award-winning musician already has an Intel badge and was introduced yesterday at the company’s internal sales and marketing conference in Anaheim, Calif.

Intel, known for its rows of identical grey cubicles and worldwide network of robot-filled factories, is trying to make sure its products stay at the center of future trends in technology. A relationship with will.i.am helps Intel marry entertainment and technology, according to Deborah Conrad, the company’s head of marketing. The Black Eyed Peas have sold 29 million records and won 6 Grammy Awards, according to the band’s Web site.