LOS ANGELES: Chipmaker AMD is positioning itself as a major player in AI-enhanced personal computers (AIPC) through strategic hardware innovations to address a powerful new era of applications, company executives said. The company is taking a holistic approach to integrate CPU, GPU and NPU technologies to build a strong ecosystem that supports the development of powerful AI applications. This broad approach allows AMD to serve a range of markets with enhanced AI capabilities, from high-performance gaming systems to lightweight laptops, said John Anguiano, senior director of product marketing at AMD.
The California-based company unveiled its latest lineup of Ryzen mobile and desktop processors at its Tech Day event here, strengthening its efforts in computing and artificial intelligence (AI) technologies.
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Competing against big names like Intel, Apple and Qualcomm, AMD is trying to establish itself as a major player in the growing segment of AI-enhanced personal computers (AIPC) for laptops and desktops.
“The potential of AI in general, and across AMD, is more than just a technology story. It’s about improving the way we live and work, increasing productivity and allowing everyone to focus on their strengths,” Anguiano said.
By optimizing these processors for AI, AMD is not only improving performance but also ensuring that devices are future-proofed for technological demands, he added.
“AMD is integrating technologies across CPUs, GPUs and NPUs to create a strong ecosystem that supports the development of powerful AI applications. This broad approach enables AMD to serve a variety of markets, from high-performance gaming systems to lightweight laptops, with enhanced AI capabilities,” Anguiano said.
Asked about the impact of the AI PC, he said it would help improve productivity by supporting people and emerging economies such as India that are “striving to scale up their power”.
Anguiano noted that this focus is crucial for a place like India, where the rapid adoption of new technologies could significantly boost economic growth and improve quality of life.
At the heart of AMD’s approach is integrating neural processing units (NPUs) into its processors that are specifically designed to handle AI tasks more efficiently, a move that is changing the way computers perform and handle complex operations, he said.
AMD expects enterprise businesses to lead the adoption of AI PCs, leveraging technologies that enhance productivity and creativity.
This move by the company could have an impact on the broader consumer market, establishing a new standard for what users expect from their personal computing devices.
“The shift from business to personal use is expected to follow the pattern we’ve seen with other technologies, with innovations in the workplace eventually becoming part of our daily lives,” Anguiano said.
Discussing AMD’s approach to competition, Anguiano said the company’s focus isn’t just on beating others on specifications.
“We’re not just about topping the performance charts. We’re about improving the real user experience across different platforms,” he said.
Anguiano emphasized that AMD’s efforts aim to seamlessly integrate AI into everyday activities to enhance both productivity and personal enjoyment.
“Our goal is to usher in a future where AI powers every aspect of our digital interactions, making technology more intuitive and responsive to our needs,” he said.
Disclaimer: The reporter was in Los Angeles at the invitation of AMD.
Published on 21 Jul 2024 06:05 PM IST
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