LOS ANGELES: Chipmaker AMD is aiming to position itself as a major player in AI-enhanced personal computers (AIPC) through strategic hardware innovation to power a new era of powerful applications, a company executive said.
By taking a holistic approach that integrates technologies across CPU, GPU, and NPU, we are creating a powerful ecosystem that supports the development of powerful AI applications.
“This broad approach enables AMD to serve a variety 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.
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.
“AI in general, and the potential of AI across AMD, is more than just about technology. 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. The move will change the way computers perform and handle complex operations, he said. AMD expects enterprise businesses to lead the way in adopting AI PCs and use the technology to boost 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.
