AMD wants to bring AI to cheaper laptops and is negotiating with Asus and Acer for the Strix Point series

“Artificial Intelligence”, which has been on the agenda of Computex 2024 as it has been for a while, is one of the most talked about topics in the technology world in recent years. Powered by the proliferation of productive tools, AIs have long been present in computers and mobile phones, but are now taking more concrete forms and are available in both software and hardware.

HE The sector opened up space for new competition, has brought previously unfashionable players to the fore and made market giants work hard to keep up with innovations to maintain their place at the top. One of these companies is AMD, which has devoted a lot of time at recent events to show how its products can compete in this new context.

Check it out: It will change everything: AI in PCs is as important as Wi-Fi, tech giants say

Yes, artificial intelligence in computers is here to stay, but this new format is still taking its first steps. To better understand what AMD is preparing to face this new trend TecMundo spoke with Priscila Bianchi, Consumer Channel Manager for AMD Brazil.

AIs are no longer here for AMD

Although the topic has been a priority in recent presentations, the use of artificial intelligence in informatics is not new. A. AMD hasn’t reached that race yet, to contain. In speech, Priscila Bianchi notes that the manufacturer is integrating dedicated cores for AI processing into CPUs as early as 2022. Ryzen 7000It was presented at the CES of the same year.

In 2024, The company’s flagship product that can compete in the industry Ryzen AI 9HX 370. The new processor is aimed at the high-end market and represents the most modern technology for the company, but it is available in very limited quantities and has a very high price.

Right now, Ryzen AI 9 HX 370 announced as part of a small laptop lineup. The component is expected to ship with new models in the Asus Zenbook and Asus ProArt series, for example.

But there is an effort to make the hardware more accessible. “Personally, as a channel manager, I believe it is in the interest of manufacturers to meet this demand by working with retailers and brands,” Priscila said.

“It is also important to expand this market” [de computadores]This is very necessary as we experienced a decrease last year compared to 2022. [que as novas tecnologias] get to the top.”

Therefore, although more modern platforms are currently more expensive, the price will tend to decrease in the future. Cost reduction needs to occur on several fronts, both through reducing hardware performance and optimizing production processes.

AMD Strix Point is coming

You New AMD processors known as Strix Point are on the way, but still requires negotiation. The executive notes that Lisa Su’s (AMD CEO) company is collaborating with brands like Acer and Asus to introduce new products.

This more modern series is built on the Zen 5 architecture and promises improvements in performance, AI acceleration and integrated graphics delivery.

“We’ve been working hard with Acer and Asus to bring Strix Point processors, but right now [o acordo] not closed. So we still have to wait a bit,” said Priscila.

“But we understand this like everyone else [processadores], will also be successful. “For now, we are waiting for news from the producers,” he said.

Brazil is important but bureaucratic

Although Brazil is considered one of the most important markets in Latin America, It takes longer for news to reach the country than other countries.. According to Priscila, this is due to bureaucracy.

You Hardware coming to Brazil, whether components or laptops, needs to be produced or assembled here. This strategy is used to avoid import costs, thus making the final product cheaper and meeting the needs of the Brazilian consumer.

But since production takes place locally, factories here need to be ready to face a new production line, and this is not always worth it. Therefore, it is not possible to bring all products here and it is important to conduct market research before investing in a launch production line.

“Producing, say, a thousand pieces is often not worth a very high investment,” Priscila said. “So they have to define some products, and this is happening across the market,” he continued.

Then, manufacturers select some products and test their reception in the market. If the innovation is received positively, other models may come to the country. In other countries, given the lower cost of such products, launches often occur through imports.