Kuala Lumpur, August 2024 — ASUS showcased its ambitious plans to lead the AI PC market during an exclusive press briefing in Kuala Lumpur today. The event offered a detailed overview of ASUS’s strategic vision for integrating AI into personal computing, reinforcing its position as a trailblazer in technology and innovation.
ASUS’s journey into AI technology has been a decade in the making. With over 5,000 professionals worldwide dedicated to AI research and development, the company has been quietly building a robust foundation for AI integration. This long-term commitment is focused on creating AI solutions that are not only innovative but also trustworthy and accessible to users globally.
To differentiate itself in the competitive AI PC market, ASUS is leveraging both hardware excellence and software innovation. The company introduced two proprietary AI software tools, StoryCube and MuseTree, which are designed to enhance the user experience by complementing existing AI features like Copilot. These tools will be exclusive to ASUS’s next-generation AI PCs, offering users unique capabilities in generating ideas, creating content, and managing digital assets.
In Malaysia, ASUS faces the challenge of introducing AI PCs to a market where consumer awareness of AI remains relatively low. However, ASUS views this as an opportunity to lead in educating the public about the practical benefits of AI-powered computing. The company has already made significant strides, being the first to introduce an AI PC in Malaysia with the Zenbook 14 OLED and continuing to expand its AI PC lineup to meet diverse consumer needs.
ASUS’s efforts are reflected in its strong market performance in Malaysia. The company holds a dominant 41.5% share of the premium consumer laptop segment and leads the 16-inch laptop market with a 57% share. Additionally, ASUS has established itself as the top brand for OLED laptops in Malaysia, controlling 54.4% of the market. In the gaming sector, ASUS’s Republic of Gamers (ROG) series continues to lead, capturing 52% of the premium gaming laptop market and 44% of the entry-level gaming laptop market with RTX 3050-equipped devices.
Sustainability remains a key focus for ASUS, with nearly two decades of efforts dedicated to improving its environmental practices. The company’s initiatives include responsible manufacturing, circular economy, climate action, and value creation. ASUS is committed to transitioning to 100% renewable energy globally by 2035, 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.
ASUS’s AI PCs are designed to cater to a broad range of users, including gamers. Models like the ROG Zephyrus G16 and TUF Gaming A14 are equipped with NVIDIA GeForce RTX graphics cards, offering both exceptional gaming performance and AI-powered features such as DLSS and Frame Generation. These capabilities enhance the gaming experience, combining high performance with cutting-edge AI technology.
Looking ahead, ASUS continues to innovate and explore new product categories, building on its success with products like the ROG Ally and dual-screen laptops. While specific future plans remain under wraps, ASUS is poised to introduce the next big innovation in personal computing.
The company’s comprehensive AI PC lineup ensures that there is something for everyone, from professional creatives using the ProArt P16 to students and gamers seeking high performance on the go. By offering a wide range of AI PCs, ASUS is positioning itself to meet the needs of every user, further solidifying its leadership in the evolving AI PC market.
As the press briefing concluded, it was clear that ASUS is not just participating in the AI revolution but is at the forefront, shaping the future of personal computing in Malaysia and beyond.
