ASUS Leader: AI Laptops Will Be the Mainstream Trend in 2025

Mr. Eric Lee - Director of Southeast Asia Region (Vietnam, Myanmar, Thailand, Cambodia, Laos) of ASUS. (Photo: ASUS)

In the context of increasingly developing technology, artificial intelligence (AI) is gradually becoming a core element in many electronic products, especially laptops. In Vietnam, experts predict that the AI laptop trend is expected to explode in the near future, opening a new era for both individual users and businesses.

VietnamPlus E-newspaper reporter interviewed Mr. Eric Lee - Director of Southeast Asia Region (Vietnam, Myanmar, Thailand, Cambodia, Laos) of ASUS about this trend.

- What is your assessment of the laptop market in Vietnam?

Mr. Eric Lee: The laptop market in Vietnam has undergone significant fluctuations in recent years. In 2021, with people having to work from home, the general market witnessed a surge of up to 142% compared to 2020. However, this boom occurred in the context of severe supply shortage.

In 2022 and 2023, the market faces the opposite challenge of oversupply. The proliferation of products equipped with older generation CPUs, combined with the lack of innovation in new product lines during that period, has affected consumer demand. However, by 2024, inventories have returned to stable levels, and we see increased interest in new generation laptops equipped with new generation CPUs.

In the near future, the transition to AI PCs will be the next big step for the industry. With the rapid development of computing power, more and more users are interested in AI-enabled hardware, equipped with the latest generation of processors. Although the CPU only accounts for about 20-30% of the total cost of a laptop, it is the core factor that determines the overall performance.

When users choose to buy a laptop, they expect the device to last for more than 5-6 years, so choosing a device with hardware that can be ready for technological advances and updates in the near future is very important.

We are currently a pioneer brand in this transformation process in the Vietnamese market.

- What do you think will be the trend of laptops in the future? What technologies does ASUS predict will become industry standards?

Mr. Eric Lee: AI integration and ARM architecture are expected to continue to grow strongly and gradually become mainstream.

In particular, AI NPUs are likely to become a standard feature across the industry. These AI-powered processors will enhance many aspects of the user experience, from power optimization, smoother video calls, to smarter system operations.

(Photo: Minh Son/Vietnam+)

In the future, we believe that AI-based optimizations will play an increasingly important role in everyday computing, helping to improve smarter workflows, enhance security, and improve overall performance.

- The laptop market in Vietnam is currently very competitive, how does ASUS position itself to maintain its advantage?

Mr. Eric Lee: I believe that what really sets ASUS apart is our extremely diverse product portfolio and our relentless spirit of innovation. We do not just follow trends, but proactively seek out new usage needs, even creating entirely new product segments to serve these very specialized needs.

At ASUS, we invest heavily in R&D, from initial idea to finished product. About 30% of ASUS's workforce are engineers, who focus on fine-tuning every detail to deliver the best experience.

In every market segment, ASUS has at least one product that excels at serving a specific use case. This reflects our 'design thinking' philosophy, which puts the user experience first when developing and manufacturing products.

Another key differentiator is our commitment to bringing cutting-edge technology to every segment, including the mainstream.

- Why did ASUS decide to open an exclusive ASUS Exclusive Store in Vietnam at this time?

Mr. Eric Lee: In 2024, we launched ASUS AI Innovation Hubs in cooperation with domestic distributors, where customers can freely explore and experience the company's latest AI laptop lines.

This model has received a lot of positive feedback, so this year we decided to push another model that has been successful in many other Asian countries, the ASUS Exclusive Store.

Hands-on experience plays an important role when choosing a laptop, as each person’s needs are very different. In addition, we see a growing trend of more professional and centralized retail models in Vietnam, driven by urban development. I expect the retail landscape to gradually shift towards a mall-centric model, similar to what has happened in other major ASEAN markets.

We are planning to open another store in Ho Chi Minh City. In the future, with the participation and investment from distribution partners, this model can be completely expanded to many other provinces and cities.

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