Acer Chairmen Discusses About “Never Stop Striving to Turn” Technology into Something “Meaningful” for Users

Over the years in the industry, Acer continues to provide users with new expectations across the segments of gaming, content creation, business, and lifestyle in the realm of technologies. This year, with the new lineup of products introduced at Computex 2024, the company aims to deliver more advanced, sophisticated, and special experiences through its hardware and software.

During our time at Computex 2024, we got the opportunity to interview Jerry Kao, co-COO and President of IT Products, James K. Lin, General Manager of Notebook Product Business, Jane Hsu, Director of Business Development and Spatial Computing Product Business, and Wayne Ma, General Manager of Connectivity, about the future of Acer and its users.

Security 

With AI advancement comes concerns, and the cybersecurity industry in particular is increasingly worried about the future of such technology. This sparked a question on how Acer will ensure that AI integration into its new laptops respects user privacy and implements measures to protect user data processed by AI.

In terms of security, James K. Lin said, “AI security is a new frontier, and one of the primary concerns is protecting the AI engine. Our focus is on safeguarding AI reasoning (RAG) capabilities, which involve conducting research and combining findings autonomously. Securing the intricate AI platform and information within is paramount. To address this, we are collaborating with partners to develop solutions aimed at enhancing protection.”

“One notable difference from internet security is that AI faces internal threats rather than external ones. Browser Protection plays a crucial role in this context. Additionally, our security manager is actively working on solutions to bolster AI protection, with plans to implement these features in our products soon. As for user control, we are designing our laptops with settings that empower users to manage AI features according to their preferences. This includes options to limit or disable AI functionality to address privacy concerns. We understand the importance of giving users autonomy over their AI experience and are committed to providing robust control mechanisms in our products.”

Working with Qualcomm, Intel, and AMD

With Microsoft officially launching Copilot+ PCs and making Windows on ARM competitive, easy to use, and reliable, we asked the chairmen to work with Qualcomm, Intel, and AMD in this matter.

James K. Lin replied, “We constantly monitor user feedback to refine our current and future products. This includes ensuring our exclusive applications and features are compatible with both x86 and ARM Copilot+ PCs. The previous generation of servers was comprehensive, but our current products, which we update regularly, show significant improvements. Although not perfect yet, we’ve seen great progress due to our collaboration with Microsoft and their aggressive approach to enhancements. Regarding AI usage, we’re committed to providing efficient solutions. Acer plans to offer more AI solutions in collaboration with ISVs and through our own developments. You can expect upcoming products, whether based on ARM or x86 architecture, to include even more advanced features, ensuring a great user experience.

President Jerry Kao added, “The main difference with Copilot+ is the push for NPUs, allowing applications that previously required cloud processing to run locally. This shift addresses many compatibility issues and improves performance. While there are natural differences between ARM and x86 architectures, we’re working with both Qualcomm and traditional x86 partners like Intel and AMD to enhance our products.”

Why Acer over other brands

When asked about why we should choose an Acer product over other brands such as MSI, even if they both run on the same Snapdragon X processor, James K. Lin responded, “Our Acer versions offer unique features, leveraging the capabilities of NPUs in Snapdragon, Procom, AMD, and Intel solutions.”

“These features are carefully selected and integrated into our devices to enhance user experience and provide added value. By showcasing these capabilities, users can easily identify the additional configurations available in our devices, allowing for more versatile usage. Additionally, users appreciate interacting with AI, often engaging in conversational interactions. Our devices facilitate this by incorporating large language models locally, enabling users to obtain immediate answers from their machines. For more complex queries, users can access additional resources either by downloading more AI models or by leveraging cloud services.”

“Furthermore, we strive to introduce innovative applications that demonstrate the power of AI running locally on the device. For example, we offer 3D wallpaper generation and AI-powered image editing, showcasing the capabilities of our devices beyond traditional usage. These features empower users to explore and create personalized experiences directly on their devices. To support users in maximizing the potential of our devices, we provide the Asus Sense application, offering a comprehensive platform for development, research, and exploration of AI solutions. This ensures that users have access to a wide range of resources to tailor their experiences according to their preferences and needs.”

Acer Handheld Gaming Device 

Handheld gaming devices have become a trend recently after the launch of Steam Deck, prompting multiple tech companies to release their own, from ASUS ROG Ally to MSI Claw. On the topic of handheld gaming devices, Jerry Kao did not give a direct answer if Acer is keen to release their own.

“While I can’t say definitively that we will have such a product in the near future, it’s definitely something we’re keeping an eye on. We’re continuously exploring various solutions and innovations in this space.”

Upgraded Versions of Laptops

This year, Acer is putting out a lineup of advanced and innovative laptops for users. However, as technology continues to advance, we asked the chairmen if we can expect to see upgraded versions of these new laptops or entirely new innovations.

To that, Jerry Kao answered, “We never stop striving to turn amazing technology into something truly useful and meaningful for our users. That’s why we periodically release attractive new devices. We ensure they meet real user needs and don’t create confusion. For example, we’ve been asked about full-screen notebooks or photonic displays. While the technology is mature, we must consider the overall user experience, software compatibility, user interface, and affordability.”

“We aim to offer optimized systems that draw attention not just for being innovative or premium, but also for being easy and pleasant to use. We’re constantly monitoring new technologies, and when the time is right, we’ll bring everything together to offer it to the market.”

Next Phase for SpatialLab

Since there are SpatialLab products for general users, we asked if there is any chance for it to be integrated into smartphones as well.

In response to that, Jerry Kao said, “Think of SpatialLab not just as a device, but as a broader technology. We’re focusing on two main aspects moving forward. First, how to fill the gaps where there are no devices currently. Second, for the devices we already have, how to make them even better. These are the two directions we’ll continue to pursue. So, keep an eye on us for future developments.”

SpatialLab products are not cheap products, and so there are questions about Acer’s plans to release something more accessible and affordable to the masses.

Hearing the question, Director Jane Hsu responded by saying, “The technology is still very advanced, especially with the rendering required. Over time, we’ll see more powerful GPUs and the cost of 4K panels will decrease. Our goal right now is to provide the best experience, but as technology progresses, costs will come down. Eventually, prices will become more affordable while maintaining high processing power and resolution.”

Jerry Kao added, “Beyond us, there are various technologies, some of which are cheaper. We focus on creating high-quality specialized devices, but we’re also looking at simpler, cost-effective solutions. Our aim is to build a robust 3D ecosystem by working with many partners to enable various software solutions. As more people experience and love the technology, especially post-COVID, the ecosystem will grow, and costs will drop. We’re striving to make 3D the norm, providing a seamless experience for everyone using display technology. Investing in this vision is our priority.”

About 7 years ago, 3D monitors and 3D technology were the talk of town, but it has now slowly faded away. Now that technology has advanced and there is no longer a need for those 3D glasses, we asked the chairmen if this is the beginning of something new

Jane Hsu responded, “We believe it’s the perfect time for two main reasons. Firstly, consider our target audience in gaming. Seven to ten years ago, most games were still in 2D, but now almost all games are made in 3D, though you’re still playing on a 2D monitor. We realized there’s a wealth of 3D content in gaming that can truly come to life in stereoscopic 3D. Since we launched, we started with 50 games and now support 135, adding five to six new games each month. The gaming field is ripe with 3D content, and we have the right hardware and software to bring it to users.”

“Additionally, advancements in game engines have made 3D content more accessible. Previously, limited rendering power restricted game engines to development purposes only. However, thanks to the growth of XR technologies, industries now use Unity and Unreal Engine for a wide range of projects. This means content can be easily built and transitioned from VR to stereoscopic 3D.”

Carbon Footprint Concern 

On the topic of AI, there is a significant carbon footprint associated with training and running AI models.

To that, James K. Lin said, “AI can indeed be energy-intensive, but we’re working closely with partners to improve efficiency. By leveraging Neural Processing Units (NPUs), we can achieve better power efficiency compared to traditional graphics chips. While GPUs are powerful, shifting some workloads to NPUs can reduce overall power consumption.”

“We’re collaborating with Microsoft and other platform providers to optimize the integration of NPUs and ensure efficient operation with various operating systems. This involves developing middleware to manage these transitions seamlessly. Our goal is to enable dynamic switching between GPUs and NPUs based on performance needs, optimizing for both power savings and high performance when necessary. It’s a challenging task, but we’re committed to making this a reality in the coming years.”

Copilot+

When asked about Acer’s plan on promoting Copilot+ systems to the market, and whether there would be products with no Copilot+ in the future.

James K. Lin replied, “The user base for Copilot+ is still expanding, so we’re focusing on making the technology accessible and engaging. For example, we can utilize cameras to help users create photos easily, even if stable diffusion and prompts are complex. By using a camera to capture an image and generate the desired photo, we simplify the process for users. Additionally, we can enhance user engagement by allowing them to draw with a touchpen and create photos from their drawings. We also plan to offer various templates and styles, such as transforming photos into a panda style, making it fun and easy for users. To support this, we’ll create AI experience zones where users can learn step-by-step how to use these features and discover additional resources.”

Jerry Kao then added, “Making AI accessible is challenging, but it’s essential to show users the practical benefits of AI in action. Not all future Acer products will have Copilot+ because we will continue to offer Chromebooks and other devices. However, as technology evolves, Copilot+ will become a stronger feature and more affordable, even in lower-priced devices. Our goal is to offer a range of products at different price levels to maximize the user experience. While not every product will have Copilot+, we aim to ensure that a wide variety of users can benefit from AI-enhanced features. This approach will help us cater to different needs and budgets, making AI accessible to more people.” 

This concludes our interview with Jerry Kao, James K. Lin, Jane Hsu, and Wayne Ma. We would like to once again thank Jerry Kao, James K. Lin, Jane Hsu, and Wayne Ma, as well as the Acer Asia Pacific Team for taking the time to answer our questions regarding the future of Acer and its users.

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