How ASUS is redefining the future of work & learning with AI solutions

At GITEX Global 2024, AI shines as a game-changer for productivity and innovation, and ASUS is leading the charge with its AI-integrated devices. ASUS products cater to today’s professionals and educators seeking more innovative, more efficient tools. Showcasing these innovations, Asus Business emphasises AI’s potential to reshape the industry, underscoring its vision of a future where AI transforms how we work, learn, and connect.

Here, Madeleine Hung, general manager of EMEA Commercial System BG at ASUS, gives insights into ASUS Business’ advancements.

Tell us more about the products you are showcasing at GITEX. What are the key differentiators and value propositions for these offerings?

Earlier this year, we launched our ExpertBook P series. The first product in this lineup features an AI-enabled Intel CPU, which offers exceptional processing power and advanced functionality. It includes AI-powered tools like AI Expert Meet, which provides real-time meeting transcription, translation, and watermarks to enhance security.

Beyond performance, we are focused on increasing productivity for workers and teachers while ensuring our products are durable and secure. Our devices come with advanced security features, such as a built-in TPM module and self-healing BIOS, which are not commonly found in competing products at the same level.

These robust solutions are tailored for commercial use and are especially beneficial in regions where such technology can help educators enhance their productivity and impact.

How is ASUS integrating AI into its products and services to enhance customer experiences and drive business value?

AI is undoubtedly one of the most important topics right now. As an innovator in the PC industry, we take pride in being the first to introduce the AI-powered PC. Our AI-powered PCs, such as the latest Expertbook P5, are the future. The PC significantly boost productivity in the workplace by incorporating features such as AI ExpertMeet.

AI-powered Expertbook P5 offers enhanced meeting experiences with real-time transcription, language translation, and secure watermarks. It also boosts AI task efficiency, allowing for smoother multitasking. Its durable design, long battery life, and robust security features make it ideal for professionals needing performance, mobility, and data protection.

Furthermore, ASUS is committed to revolutionising education with AI-powered laptops. Our AI-powered devices personalise learning, automate tasks and enable real-time assessments while enhancing student performance and streamlining school administration.

AI technology will shape the future of computing over the next five to ten years, driving new levels of performance and capability. This innovative technology will continue to be a key focus across sectors.

Governments are already leveraging AI-powered servers and workstations, and in enterprises and schools, AI-powered PCs with new applications will drive productivity and innovation. While 2025 may see many proof-of-concept initiatives, AI will gain momentum and become a critical component for the industry in the years ahead.

How is ASUS responding to the increasing demand for sustainable and environmentally friendly technology products?

We are deeply committed to product design that prioritises the use of sustainable materials, respects human rights, and adheres to the highest standards of packaging. All the laptops we are showcasing meet EPIC Gold certification and are TCO compliant, demonstrating our commitment to excellence.

Furthermore, ASUS is actively working on a carbon emission offset policy. We are developing solutions that will be launched in the coming year, aimed at helping enterprises and governments meet their sustainability goals and effectively offset their carbon emissions.

Asus excels as a leading business solution vendor by prioritising both exceptional products and efficient, comprehensive solutions. Our recent establishment of a dedicated AI department in the UAE positions us to integrate cutting-edge AI applications, providing our clients with innovative and customised solutions that meet their specific needs.

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