The rise of AI PCs – ASUS Malaysia’s Lenny Lin weighs in on the AI-powered future of computing

ASUS Malaysia is going in on AI in a big way with the release of their latest AI-empowered in Malaysia with the new Vivobook S 15 S5507 along with the new ProArt P16 and ProArt PX13 in Malaysia, all which were showcased at their recent launch at Lowyat Plaza. 

At the launch, we had the opportunity to speak with Lenny Lin, Country Head of ASUS Malaysia on the proliferation of AI PCs in the market and the growing integration with AI not just for enterprise use but for consumer applications too.

HC: This year has seen ASUS enter the AI PC scene aggressively, with a number of different AI PCs. Just how long has ASUS been looking into AI?

Lenny Lin: Well for a start, we here at ASUS have long been dabbling with AI. ASUS has been working on AI internally for almost a decade now, and we’ve got over 5,000 people globally dedicated to the research and development of AI.

We have a long term commitment to AI and we certainly want to embrace ideas like trustworthy AI and to democratize AI. In other words, we want to create AI that emphasizes security while also making it accessible to everyone. And of course we can’t forget the bigger picture here of innovation, something that’s a key driving force behind ASUS.

HC: With regards to the AI PC and the Copilot+ PC, what is ASUS doing to make their options stand out compared to options from your competitors?

Lenny Lin: Aside from just having some great designs and build quality in terms of hardware, we believe that software plays a key role as well in the overall user experience.

That is why we’re introducing two new pieces of AI software developed in-house by ASUS, StoryCube and MuseTree. These custom software will go on top of existing AI features like Copilot, complementing each other to ultimately make ASUS AI PCs convenient and easy to use.

These will be available exclusively on our next generation AI PCs, allowing users to generate ideas, text and graphics as well as processing and sorting out their images. That’s what makes us stand out from the crowd, and that’s what makes the ASUS name resonate so much with our users.

HC: How difficult has it been trying to market the new idea of an ‘AI PC’ to the public in Malaysia?

Lenny Lin: Thank you for asking and to answer honestly, it’s been pretty tough, definitely. There is certainly a lack of general consumer awareness regarding AI, at least in the early stages, and that’s been perhaps one of the biggest challenges so far.

That being said, we don’t see it as a problem, but rather it is an opportunity for ASUS to be the one to educate the Malaysian market and to showcase how with our ASUS AI PC you can simplify your life. In fact, we’re already doing so in a number of ways:

-We were the first in Malaysia to bring in an AI PC with the Zenbook 14 OLED

-We were among the first in the world and in Malaysia to launch a Copilot+ PC with the Vivobook S 15

-We have one of the widest AI PCs lineups in Malaysia right now, ensuring that everyone regardless of their needs can find an ASUS AI PC that suits their needs.

HC: Can you share some information with regards to ASUS’ performance in Malaysia at the moment?

Lenny Lin: Sure thing. In terms of our consumer side, ASUS currently occupies 41.5% of the premium consumer laptop segment (above RM4,500), and having previously recognized the growing trend of users looking for thin-and-light laptops with large screens, we also now dominate the 16-inch scene with 57% of the market.

And thanks to our push towards OLED displays over the last couple of years, we are the number one brand in Malaysia in terms of OLED laptops with 54.4% of the market.

As for our gaming division, ASUS is the market leader for gaming laptops overall in Malaysia. Thanks to our huge Republic of Gamers fanbase, we are the number one leader when it comes to the premium gaming laptop segment (above RM6,500), with 52% of the market share.

We also lead the way in the entry level gaming laptop segment, with a 44% market share of all gaming laptops with an RTX 3050 in them.

HC: There have been a number of critics voicing out over the possible environmental concerns that the current AI trend is causing. What is ASUS doing to play their part when it comes to sustainability issues?

Lenny Lin: In ASUS, everyone from our Chairman Jonney to myself and every one of our staff members, we’re all concerned with our planet.

Our company has been working towards improving sustainability for roughly two decades now, and some of the steps we’ve taken on a global scale include forming a dedicated sustainability team to tackle issues relating to climate change, green products, supply chain management and so forth. We’re also constantly working hard to meet all of the various sustainability criteria worldwide, including Malaysia.

And I believe our commitment to sustainability can be seen in four specific fronts, which are responsible manufacturing, circular economy, climate action and value creation.

ASUS is already recognized as a climate leader in the Asia Pacific region by the Financial Times, and we have a strong commitment to switching to 100% renewable energy globally by 2035, with a longer term goal of net zero by 2050.

HC: You mentioned how strong ASUS is in the gaming laptop segment in Malaysia. Considering that most gamers will be focused on gaming performance first and foremost, how will ASUS AI PCs cater to them?

Lenny Lin: That’s a good question. While there is a lot of hard work being done with regards to our everyday and enhanced AI PCs, when it comes to our more powerful AI PCs, we think that these end users will definitely be able to make use of the added features and capabilities.

And with regards to gamers specifically, our options such as the ROG Zephyrus G16 and TUF Gaming A14 feature simply powerful NVIDIA GeForce RTX graphics cards that not only let you play all your games but also have AI-powered features such as DLSS and Frame Generation that will let gamers play pretty much anything they want to.

HC: ASUS has never been one to shy away from trying out new and innovative product categories; we’ve seen this already with the ROG Ally, dual screen laptops, and even gaming tablets. What’s next for ASUS?

Lenny Lin: Well, we are always studying the market to learn more about what users want and to see if there are any new opportunities for us to enter if there’s demand for it. I mean, that’s basically how we ended up with the ROG Ally.

We observed a rise in the popularity of the handheld PC form factor, but no one had delivered one that struck the balance between price, performance and portability just yet. Seeing that then, we decided to enter that market with the ROG Ally, leveraging our strengths in hardware design as well as the recognition of the ROG gaming brand.

And going back to your question, we’re always innovating and looking for the next great product. I can’t reveal any plans yet of course, but it’s always just a matter of time before we’re ready to showcase to the world the next big thing.

HC: So with the launch of your new ProArt laptops in Malaysia, ASUS has AI PCs targeting just about every demographic out there. Is there a worry of there being too many products for consumers to handle?

Lenny Lin: Well, I’d like to think that it’s more a case of giving everyone an option. With AI becoming more and more relevant, I think it’s good to have various AI PC options to cater for the many different types of users out there.

Take for example a professional creative who wants to incorporate AI features into their work. Our ProArt P16 will allow them to enjoy a powerful yet portable laptop with creative-focused features such as MuseTree, ASUS DialPad, a large 4K OLED touchscreen and a long-lasting battery.

On the other hand, someone who’s always on the go, such as students on campus going from class to class will prioritize battery life the most.

And along with its AI capabilities, our Vivobook S 15 will be right up their alley, with the Snapdragon X Elite laptop capable of over 18 hours of uninterrupted productivity on top of offering Copilot+ PC features such as Cocreator and Live Captions. And our gamers, like I mentioned earlier, would love the power of our ROG Zephyrus G16 and TUF Gaming A14.

By providing Malaysians a broad lineup of AI PCs, ASUS can ensure that every Malaysian will be able to find and fall in love with any one of our new laptops.