Trying to look for log files, I ended up searching in the directories C:$Windows.~BT\sources\Panther
and C:$Windows.~BT\sources\Rollback
I could not really find an indication in the log files, but in 'setupact', which seems to keep track of the process, I found repeated occurences of "Arch=AMD64", such as in
Source OS: Host SKU Info: Edition = 'ProfessionalWMC', Edition Type = 'Complete', Product Name = 'Windows 8 Pro with Media Center', Arch = amd64, StationType = Client Workstation, Stage type = Staged Image
which is strange, because my PC runs on an i7 3930, which is an EM64T architecture.
Does the upgrade process mess up the CPU types? I know this seems weird, but in the absence of any other useful information...