Ever since quite a bit of AMD staff in the GPU segment moved towards Intel, we've been hearing the name Arctic Sound as a codename a lot. That codename sounds more likely to become a cooler or soundcard, so the naming is to be changed.
Intel today spreads the word that the GPU architecture is formerly known as Arctic Sound, now will be named Intel Xe (or Xe). Intel mentions GPU's instead of GPU, they will make two variants of the Xᵉ architecture: one optimized for clients (and thus, we may assume gaming) and the second optimized for datacenters.
Unfortunately, that's all there is to it, nothing else has been shared on the new GPU architecture. the Intel media deck, however, does have some slides and indicates the GPU to be a 10m fabrication. And as expected, the GPUs will find their way into all channels, integrated, enterprise, data-center and consumer products. The data-center and consumer side would be two separated microarchitectures. We can't wait to see what will happen in 2020 and do wonder if Intel will be able to compete with AMD and NVIDIA.