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ASUS Unveils “Ubiquitous AI” Strategy as Copilot+ PCs and Creator Tools Take Center Stage

Reporting from Taipei, Taiwan: ASUS has introduced its newest range of technological advancements and emphasized its dedication to AI during the Always Incredible launch event for Computex 2024. The event highlighted the company’s recent AI-driven innovations, particularly the Copilot+ PCs integrated across its product lineup, ranging from everyday computing to advanced AI applications. These PCs represent a fresh class of computing devices equipped with advanced AI capabilities, boasting a 45+ TOPS NPU AI engine. Additionally, ASUS Co-CEO Samson Hu took the opportunity to unveil the company’s Ubiquitous AI. Incredible Possibilities. AI strategy, aims to democratize AI accessibility and unlock boundless opportunities from cloud computing to edge computing, and everywhere in between.

Speaking at the event, ASUS Co-CEO Samson Hu underscored the company’s intent to lead the charge in driving the AI revolution: “To ensure our success, we’ve created our comprehensive Ubiquitous AI. Incredible Possibilities. AI Strategy, which is designed to weave AI into every aspect of our business, while also maintaining our commitment to sustainability.” He continued, “ASUS is helping lead the way to make AI accessible everywhere for everyone and make sure that everybody can benefit from the possibilities guaranteed by AI.”

The highlight of the event was the Zenbook S 16, an exceptionally slim and featherweight OLED laptop boasting a premium chassis crafted with the exclusive Ceraluminum material—a cutting-edge ceramic hybrid available in a selection of nature-inspired hues. Despite its sleek profile, it delivers impressive performance, featuring the latest AMD Ryzen AI 9 HX 370 processor. Another highlight of the event was the introduction of the latest creator solutions from the ASUS ProArt lineup, aligning with the focus on AI advancements. This includes a range of new laptops, displays, and peripherals. The new ProArt laptops are engineered to empower users to create smarter, faster, and from anywhere. With a rugged yet lightweight design, users can unleash their creativity wherever their life’s journey takes them.

ASUS exclusive AI apps, such as StoryCube, MuseTree, and ProArt Creator Hub help enhance AI-powered creative workflows to facilitate the creative process. The ProArt P16 clamshell laptop and ProArt PX13 convertible comes with an up to AMD Ryzen AI 9 HX 370 processor and up to NVIDIA GeForce RTX 4070 graphics. The efficient NPU can handle up to 50 TOPS while the powerful RTX GPU can deliver up to 321 TOPS for more demanding creator AI tasks. The ProArt PZ13 is an IP52-rated and military-grade-tested detachable laptop, powered by the latest AI-enabled Snapdragon X processor, making creativity accessible to everyone, everywhere.

ASUS also unveiled the ASUS TUF A16 and TUF A14, two stylish and portable gaming laptops packed with up to an AMD Ryzen AI 9 HX 370 processor and NVIDIA GeForce RTX 40-series GPUs. With high-refresh-rate G-SYNC displays, Dolby Atmos audio, and advanced connectivity, these laptops are designed for immersive and seamless gaming on the go. Additionally, ASUS unveiled the Zenbook S 14 and ExpertBook P5 on the sidelines of the event. The ExpertBook P5 is designed for professionals and small office environments. The two laptops are powered by Intel Core Ultra processors, Intel’s flagship SoC for the next generation of AI PCs.

ASUS also highlighted its efforts in the server industry and its mini-PC business, aligning with its Ubiquitous AI. Incredible Possibilities. strategy. Its Data Center Solutions offer a comprehensive range, including AI-powered servers like the ESC AI POD with rack-scale NVIDIA GB200 NVL72, delivering real-time Trillion-Parameter Inference. ASUS MGX-powered Grace Hopper- and Grace Blackwell Supership-enabled servers can achieve maximum throughput for Gen-AI tasks. Beyond hardware, ASUS provides software solutions and tailored services worldwide to take enterprises to the next level.

Talking about ASUS NUC, developed in collaboration with Intel, ASUS underlined how it has brought AI capabilities to the forefront of its NUC strategy. The entire ASUS AI NUC 2024 series is AI-enabled, catering to a wide range of users, proving to be ideal for diverse business applications and computing needs due to the small form factor. Samson Hu was joined at the event by speakers from Microsoft, AMD, and NVIDIA, who emphasized their contributions towards moving to a new AI era.

“I’m thrilled to join ASUS at Computex as it launches its next wave of Copilot+ PCs. Copilot+ PCs are the fastest, most intelligent Windows PCs ever built, and with the company’s launch of its new Copilot+ PCs for consumers, creators and professionals, we are once again raising the bar for computing, offering experiences that are not only intuitive but also transformative,” stated Mark Linton, VP Device Partner Sales at Microsoft Corp.

“AMD and Asus have a deep co-engineering partnership spanning multiple decades. At Computex, we announced the next step in our journey together unveiling all-new next-gen AI PCs, featuring our 3rd generation AMD Ryzen AI processors with the world’s most powerful NPU with 50 TOPs, the world’s fastest APU with next-gen Zen 5 architecture, and the world’s first block floating point NPU doubling the performance of 16-bit applications without sacrificing accuracy.” Jack Huynh, senior vice president and general manager, of Computing and Graphics Group at AMD, said. “Together, we are truly creating a new category of PCs that are thinner, lighter, and faster than ever before and bring to life transformative, next-gen AI experiences.”

“Creators and gamers demand the best AI performance to run their apps,” said Jason Paul, Vice President, AI for Gaming and Content Creation at NVIDIA. “We’ve worked with ASUS to pack the ProArt 16 laptop with up to 321 AI TOPS of performance to significantly boost over 500 RTX AI accelerated creative apps and games.” The Zenbook S 16, ProArt P16, and PX13, all powered by up to an AMD Ryzen AI 9 HX 370 processor, are now available for pre-order at http://asus.com worldwide. The Zenbook S 16 is priced starting at $1,399. The ProArt PX13 convertible is available starting at US$1,699, and the ProArt P16 clamshell laptop starts at $1,899.

ASUS is spearheading the AI revolution with a forward-thinking strategy encompassing every facet of its business. Drawing on extensive experience and formidable partnerships with industry giants like AMD, NVIDIA, Microsoft, Intel, and Qualcomm, ASUS is poised to lead the charge into this new era. The Ubiquitous AI. Incredible Possibilities. strategy presented by Samson Hu during the event is a comprehensive approach aimed at seamlessly integrating AI into all aspects of operations, while still upholding the company’s commitment to sustainability. This strategy spans cloud and supercomputing services, edge devices, LLMs, and smart applications, to democratize AI accessibility worldwide.

At the heart of the strategy are enterprise solutions, notably robust AI servers that serve as the backbone for training and inference processes. Leveraging computing power and LLM model-enhancement support, ASUS facilitates the development of diverse applications, from smart healthcare, via smart manufacturing to smart retail and beyond. Collaborating closely with ASUS subsidiary Taiwan Web Services (TWS), a leading cloud service provider, enables ASUS to offer end-to-end solutions encompassing hardware, software, and computing power, providing comprehensive edge solutions in the market. The server business also serves as a foundational element for go-to-market solutions, enabling intelligent computing across various industries.

Moreover, ASUS provides AIHPC as a service, Generative AI solutions, and the AI Foundry Service (AFS), empowering companies to create bespoke LLMs tailored to their specific needs and objectives. ASUS is not just embracing the AI revolution, it wants to be a driving force motivated by purpose and innovation. Its commitment to providing cutting-edge solutions across enterprise and consumer markets underscores its vision of becoming a true Total Solutions Provider, delivering transformative AI experiences to people worldwide.

At the event, the spotlight was clearly on the emergence of AI PCs. ASUS became the first company to introduce a complete lineup of Copilot+ PCs, which are the fastest, most intelligent Windows PCs ever. These PCs are a new category of computing enabled by a completely reimagined Windows designed for AI. Key to these PCs are 40+ TOPS NPUs, and they deliver exciting new experiences for productivity, creativity and communication. ASUS worked closely with partners such as AMD, Intel, Microsoft, NVIDIA, and Qualcomm to be the first company to deliver a premium AI experience across its whole product portfolio, from everyday AI to advanced AI, including premium, creator, and mainstream solutions.

These devices integrate artificial intelligence into hardware and software, revolutionizing performance and user experiences. AI PCs’ capacity to process data directly on the device distinguishes them from traditional PCs, enhancing privacy and security. By minimizing reliance on cloud-based services, sensitive information stays protected from potential breaches. This local processing not only safeguards personal data but also enables faster responses and offline functionality, even in areas with poor internet connectivity. AI PCs represent a new era where privacy, efficiency, and performance converge, reshaping the landscape of computing. With Microsoft’s new AI features such as Recall and Cocreator in Microsoft Paint, the devices are bound to completely revolutionize the way people use PCs. The new AI features will be coming to ASUS Vivobook S 15 on June 18, with the rest of the models receiving a free update to Copilot+ PC experiences when available.

On the product side, ASUS is empowering users by introducing groundbreaking software features designed to revolutionize the digital experience of users, with a special emphasis on creator solutions. The first of these applications, StoryCube, is a one-stop AI multimedia library poised to transform how users organize and access their photos and videos. With StoryCube, navigating through the digital library becomes effortless as AI algorithms intelligently categorize and manage assets, making retrieval a breeze.

The second application, MuseTree, is the ultimate Generative AI tool, set to unleash creativity like never before. With MuseTree, creating captivating images becomes a seamless process as the power of AI generates stunning visuals tailored to the user’s individual preferences. For seasoned artists or aspiring creators, MuseTree opens up a world of possibilities for crafting visually stunning content. Of course, security will be guaranteed with these new edge devices. ASUS AI PCs will feature advanced intelligent privacy settings with Adaptive Lock and other AI-powered privacy features.

Adaptive Lock monitors user presence via an ASUS AiSense IR camera and locks the PC when the user moves away, unlocking on their return. Also, the laptops will have Adaptive Dimming, which automatically dims the screen when the user turns away from the PC, safeguarding privacy while optimizing energy efficiency. With these privacy-focused features, ASUS AI PCs offer a more secure and reliable computing experience for users concerned about safeguarding their data.

During the event, sustainability was subtly woven into the proceedings, reflecting the company’s holistic approach to environmental, social, and governance (ESG) principles. Its steadfast commitment to sustainability is evident in its ongoing efforts to deliver enduring value and unparalleled user experiences. This dedication has garnered international acclaim, with ASUS recognized as a Climate Leader in the Asia-Pacific region by the Financial Times for the second time in a row and listed among the top 25 companies in the Corporate Knights 2024 Clean200 Index.

With its commitment to using 100% renewable energy in its global operations by 2035 and the aim to achieve net zero by 2050, ASUS underlined that it is steadfast in its belief in a better future both for technology and the planet. The Carbon Disclosure Project (CDP) has rated ASUS as being on the Leadership Level in its 2023 Climate Change Report and Supplier Engagement Rating. With products such as the ASUS ZenBook S 13 carbon-neutral laptop, ASUS has proven that its commitment to sustainability is not only mirrored in climate action but also in green products.

At the Consumer Unit of ASUS, the focus was clearly on AI PCs, with several Copilot+ PCs and new AI-ready solutions across the ProArt, Zenbook, and Vivobook series. The ProArt series stands out as a cornerstone for creators, offering powerful yet lightweight laptops ideal for both professionals and enthusiasts. This year saw the introduction of updated models like the ProArt P16 clamshell laptop, ProArt PX13 convertible, and ProArt PZ13 detachable, featuring top-of-the-line processors with up to an AMD Ryzen AI 9 HX 370 processor for the P16 and the PX13, and the latest AI-enabled Qualcomm Snapdragon X processor for the PZ13.

ProArt P16 and PX13 also come with up to NVIDIA GeForce RTX 4070 graphics supporting over 300 TOPS of AI processing power. These devices combine military-grade durability with sleek designs and immersive features like up to 4K OLED displays and Dolby Atmos audio, aiming to transform creativity with innovative tools like StoryCube and MuseTree.

Meanwhile, the Zenbook S 16 debuted as a lightweight 1.5 kg laptop with a 1.1 cm profile, up to 50 TOPS NPU, high-tech ceramic hybrid material Ceraluminum, and advanced privacy features. There are also plans for a 14-inch Zenbook S 14 powered by the next-generation Intel Core Ultra processors, expected in 2H 2024. Lastly, the ASUS Vivobook S 15 represents the future of portable AI PCs, pioneering ASUS AI PC technology with an up to 45 TOPS AI engine for unmatched performance on the go.

The Gaming Unit of ASUS unveiled the TUF A16 and TUF A14, two stylish and portable gaming laptops packed with power. The TUF A16 (FA608) boasts an AMD Ryzen AI 9 HX 370 processor and options for GeForce RTX™ 4070, 4060, or 4050 GPUs, offering smooth gameplay on its 16-inch 165 Hz 2.5K display. LPDDR5X 7500 MHz RAM and PCIe 4.0 SSD storage up to 2 TB ensures lightning-fast responsiveness. The TUF A14 (FA401) features up to an AMD Ryzen AI 9 HX 370 processor and GeForce RTX 4060 or 4050 GPUs for stunning visuals on its 14-inch 2.5K IPS-level display. Both laptops offer Dolby Atmos audio, advanced connectivity, and lightweight designs, perfect for gaming on the go.

Also shown at the event was the ExpertBook P5, the first ASUS Next Era AI PC designed for work. The device is tailored for prosumers, home offices, and entrepreneurs. Its launch demonstrates ASUS’s commitment to bringing the latest technology to all professionals to fuel their success. Powered by Intel Core Ultra processors and boasting over 100 platform TOPS, ExpertBook P5 integrates advanced AI capabilities such as AI Meeting, AI Assistant, and AI Creativity, significantly simplifying complex tasks and enhancing efficiency and teamwork.

Secured by commercial-grade BIOS and military-grade durability, and backed by a three-year warranty, ExpertBook P5 ensures reliable performance in any business setting. Its precision-crafted aluminium body and 14-inch 16:10 2.5K display combine durability with a sleek, elegant design, providing both style and substance to withstand daily rigours. More details about ExpertBook P5 will be available in Q3.

The ProArt Display 5K PA27JCV is a 27-inch 5K High-PPI Professional Monitor, boasting a stunning 5120 x 2880 resolution and 218 high-PPI display. With 99% DCI-P3 and 100% sRGB colour gamut, it ensures true-to-life colour reproduction, perfect for professional-grade work. Featuring LuxPixel Technology, Calman Verification, and extensive connectivity options, it offers exceptional colour accuracy and seamless integration. ASUS LightSync solutions adapt to changing environmental conditions, while ergonomic design options enhance user comfort. Additionally, ASUS introduced the ProArt Display PA32KCX, the world’s first 8K Mini LED professional monitor with a built-in calibrator, promising unparalleled visual experiences.

As a driving force behind the Ubiquitous AI. Incredible Possibilities. strategy, the Data Center Solutions unit placed its focus on the ASUS ESC AI POD. Featuring NVIDIA GB200, B100, B200, and GH200, ASUS’s AI server solutions lead innovation, notably with the ESC AI POD with rack-scale NVIDIA GB200 NVL72, the world’s most potent rack solution for real-time Trillion-Parameter Inference and Training. ASUS leverages MGX-powered and Grace Hopper- and Grace Blackwell Supership-enabled servers for maximum throughput for all Gen-AI tasks. Offering end-to-end services in hybrid and edge computing, ASUS ensures global clients’ success with software solutions, system verification, remote deployment, and tailored data centre solutions, boasting remarkable benchmarks and records in SPEC CPU and MLPerf.

The ASUS NUC brand signifies a commitment to technological excellence, redefining performance and user experience through innovative design. At the event, ASUS 2024 AI NUC proudly presented a comprehensive range of AI-enabled NUC products, including the NUC 14 Pro, NUC 14 Pro+, ROG NUC, launched earlier this year and the recently launched NUC 14 Performance. These cutting-edge small form factor and mini PC solutions cater to a wide range of users, from general consumers to high-end prosumers, gamers, and even industrial applications.

With advanced AI capabilities, the entire ASUS AI NUC series fulfils the diverse needs of users, making it the go-to choice for AI applications. Introducing the latest addition to the ASUS NUC lineup, the NUC 14 Performance, a compact and intelligent mini PC kit. Built upon the solid foundation inherited from Intel NUC, it sets a new standard for performance and user experience. Powered by Intel Core Ultra 9/7 processors and NVIDIA GeForce RTX 4070 or 4060 graphics, the NUC 14 Performance excels in productivity and connectivity. It offers unmatched customization options for new AI business developers, including content creators, and professionals, making it the ultimate choice in compact computing.

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Chris Fernando

Chris N. Fernando is an experienced media professional with over two decades of journalistic experience. He is the Editor of Arabian Reseller magazine, the authoritative guide to the regional IT industry. Follow him on Twitter (@chris508) and Instagram (@chris2508).

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