In their latest exclusive press briefing, ASUS has announced their plans on dominating the AI PC market with their vision of utilising AI into their personal computing, to bolster their reputation as a pioneer in innovation.
Throughout the past decade or so, ASUS has showcased its fervour approach in utilising AI into their products. With over 5,000 professionals dedicated to the development and research of AI, the company has slowly built up a proper foundation of AI integration. ASUS's long term goal when it comes to AI would be that it would not only be accessible to everyone, but is also secure and trustworthy to users worldwide.
In order to showcase the differences between other competitors in the AI PC market, ASUS ensures that they manage both the hardware and software of their AI PCs. Accompanying the great design and build of their products, ASUS also introduced two brand new AI software tools, StoryCube and MuseTree, which are designed to complement the other existing AI features such as Copilot. This is to ensure that the users' experience will be further enhanced by offering unique capabilities such as generating ideas, creating content, and managing digital assets.
When it came to implementing the idea of AI PC to Malaysia, it was safe to say that the consumer awareness regarding AI was relatively low. However, instead of being downhearted by this, ASUS saw this as an opportunity to educate the public about how their AI PCs are able to simplify their lives, The company has already made steady progress as they were the first to introduce an AI PC in Malaysia with the Zenbook 14 OLED, the firstto introduce a Copilot+ PC with the Vivobook S 15 and are continuing to expand its AI PC lineup to meet diverse consumer needs.
It is safe to say that ASUS's efforts has been successful after a strong performance in the Malaysian market for AI PC as the company holds a dominant 41.5% share of the premium consumer laptop segment (above RM4,500) while also becoming the number one brand in Malaysia in terms of OLED laptops with 54.4% of the market.
In terms of the gaming division, ASUS’s Republic of Gamers (ROG) series continues to excel as they are the number one leader when it comes to the premium gaming laptop segment
(above RM6,500), with 52% of the market share and 44% market share of all gaming
laptops with an RTX 3050 in them.
The entirety of the ASUS staff members, from Chairman Jonney believes in sustainability and has been trying to improve their environmental practices of the company for the past two decades. Some of the steps that was taken in order to tackle the issues is through responsible manufacturing, circular economy, climate action and value creation. By 2035, ASUS hopes to transition to 100% renewable energy with a longer-term goal of achieving net zero emissions by 2050. These efforts have earned ASUS recognition as a climate leader in the Asia Pacific region.
In terms of its gaming performance, ASUS’s AI PCs are designed to cater to a broad range of users, including gamers. Options such as the ROG Zephyrus G16 and TUF Gaming A14 feature simply powerful NVIDIA GeForce RTX graphics cards that not only let you play all your games but also have AI-powered features such as DLSS and Frame Generation that will let gamers play pretty much anything they want to.
In terms of their future plans, ASUS intends to continue and innovate new product categories, and to build up on the success of other products such as the ROG Ally and dual-screen laptops. While ASUS's plans are in the works, the company is also excited and happy to showcase their next BIG thing in personal computing.
With the presence of AI slowly becoming more and more relevant in people's everyday lives, ASUS believes that it is good to have variety of AI PC options for people to choose from to cater to the type of users in the world. From creators using the
Well, I’d like to think that it’s more a case of giving everyone an option. With AI
becoming more and more relevant, I think it’s good to have various AI PC options to cater for the many different types of users out there. Such as creators using the ProArt P16 for more creative-focused features or students going from class-to-class with the Vivobook S 15 for prolonged battery life. With such a wide range of options, ASUS intends to satisfy the needs of every user while also maintaining their pole position in AI PC production.
It is safe to say that ASUS has zero intention of just stopping or slowing down their production of AI PCs and they will continue to make steady progresses towards innovation, shaping the future for personal computing in Malaysia.
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