ASUS talks new AI-powered devices, plans moving forward

ASUS is going full steam ahead with their AI-powered devices.

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We recently got a chance to have a quick chat with ASUS Asia Pacific General Manager Peter Chang, and ASUS PH Country Manager, George Su. Before heading to the hallowed halls of COMPUTEX, we took the chance to discuss the brand’s focus on AI-powered devices, and hear what they had planned moving forward.

With the prevalence of AI nowadays–something that might come as a surprise for some, it’s always nice to pick the brains of those in charge of the tech in question. ASUS brought forth quite the stacked lineup of devices, all of which are powered by AI, or at the very least utilize its algorithmic functions. So, why the pivot towards AI itself? What exactly does it bring to the table?

Peter Chang shares his thoughts on this, mentioning first how technology changes with each generation. “AI is more intuitive. With these kinds of features, it makes things easier,” he said. He cited search engines and data gathering as examples, where in finding exact search results, one would need to understand key words and proper terms to get the exact result. That would be less the case with AI. When compiling and collecting articles, data gathering could be made easier as AI as you can use prompts to create a workflow.


He cites Microsoft CoPilot+ as a useful tool that comes baked into their new AI-powered laptops–namely the VivoBook S15. Users might be curious as to the advantages of owning one of these new laptops, and wonder what the added benefit would be–compared to anything else with similar specs. “Our final goal is to make sure that we have a machine that is able to delivers the “user experience,” regardless of how they use it,” he said. He also cited these certain updates and new features will be included in all devices, which gives any user a chance to experience them.

It is also worth noting that ASUS offers both Intel and AMD variants to users, as elaborated by George Su. “We always want Philippine users to try new platforms and architecture. We want to be the one in the Philippines, together with our region (Taiwan), to introduce new solutions.” This will be the case for Qualcomm’s Snapdragon X processor, which they do plan to introduce to the Philippine market.

ASUS also unveiled some new in-house apps, such as Creator Hub for their new ProArt series–alongside Microsoft’s CoPilot+. Peter Chang elaborates on the reasoning behind these particular apps, and why they aren’t as redundant as some would come to believe. “One key criteria we have when developing our apps is whether or not it could contribute to the ecosystem, “ he said. There’s not intent for any of these apps to compete with CoPilot, but given their experience in working with content creators, they see that the introductions of these supplementary apps can make things easier for the user.

That being said, these apps are exclusive to the ProArt line, but they do have intentions to introduce these apps to their VivoBook and Zenbook lineups in the future.

If you want to know more about the latest ASUS devices launched at COMPUTEX 2024, check out their official Facebook page.