In a digital industry that is changing quickly, Asus has become a leader in the integration of artificial intelligence (AI) technology into its PC product. The AI PC trend gained momentum with Microsoft's release of the 'Copilot' earlier this year, and Asus has made notable advancements in this area.

Asus' AI Integration Strategy
 

Though Asus’s current AI integration mainly focuses on computer vision and also audio processing functionalities, the brand is about to investigate Generative Artificial Intelligence such as models like ChatGPT. Yet, ASUS CEO Su keeps mum about the details of the strategies but refers to constant work with several partners to strengthen internal abilities and achieve better results for customers.

 

Market Performance and Expansion in India
 

Although 2023 was a tough year for the PC market due to global macroeconomic conditions, Asus India showed remarkable resilience and continued its steady upward momentum. Su ascribes this achievement to Asus’ strategy that allowed them not only to reach out via online platforms but also through large format retail stores and traditional channels, which still dominate the market in India.

In addition, Asus has more than 250 exclusive stores covering over 600 districts and also partner shops in more Su emphasizes the need to give customers an experience of their own through stores, which is a crucial competitive edge for Asus in this cutthroat market environment.

 

India as a Priority Market
 

Su reaffirms India's importance as the first-wave country for any new product launch in Asus’ global market strategy. This priority reflects Asus’ intention to meet the requirements of Indian consumers and provide innovative technology that is aligned with their choices.

On the contrary, entry-level devices do not drive the volumes in India and Asus recognizes that Indian consumers desire to spend on mainstream laptops for better experiences. Su points out that Asus strives to close the gap between the demand and supply of portable devices by offering ground-breaking form factors and specifications.