ASUS Discusses AI PC Strategy and Market Position in Malaysia

In a recent interview, ASUS leadership shed light on the company’s approach to AI PC and its market position in Malaysia. The tech giant has been investing in AI research and development for nearly a decade, with over 5,000 people globally dedicated to AI initiatives.

ASUS is focusing on creating AI that emphasizes security while making it accessible to everyone. To differentiate their AI PCs from competitors, ASUS is introducing two in-house developed AI software solutions: StoryCube and MuseTree. These exclusive programs will complement existing AI features like Copilot, allowing users to generate ideas, text, and graphics, as well as process and sort images.

The company acknowledges challenges in marketing AI PCs to Malaysian consumers, citing a lack of general awareness about AI. However, ASUS sees this as an opportunity to educate the market. They highlight being the first to bring an AI PC to Malaysia with the Zenbook 14 OLED and among the first globally to launch a Copilot+ PC with the Vivobook S 15.

Market Performance and Future

In terms of market performance, ASUS holds a strong position in Malaysia:

• 41.5% share of the premium consumer laptop segment (above RM4,500)
• 57% share of the 16-inch laptop market
• 54.4% share of the OLED laptop market
• Market leader in gaming laptops, with 52% share in the premium segment (above RM6,500) and 44% in the entry-level segment

ASUS is also addressing sustainability concerns related to AI technology. Furthermore, the company has a dedicated sustainability team and is working towards 100% renewable energy use globally by 2035, with a goal of net-zero emissions by 2050.

For gamers, ASUS emphasizes that their AI PC, such as the ROG Zephyrus G16 and TUF Gaming A14, feature powerful NVIDIA GeForce RTX graphics cards with AI-powered capabilities like DLSS and Frame Generation. ASUS aims to cater to various demographics with its AI PC lineup. From the ProArt P16 for creative professionals to the long-battery-life Vivobook S 15 for students, the company believes in providing options for different user needs.

Additionally, as ASUS continues to innovate, they remain committed to studying market demands and developing products that balance price, performance, and portability across various categories.

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