ASUS Focuses on Value, AI and Customer Experience to Drive Premium Growth

ASUS is redefining premium computing by focusing on customer needs rather than simply increasing prices, according to Shawn Yen, Senior Vice President of the Consumer Business Unit. Speaking at Computex 2026 in Taipei, Yen said premiumisation is about delivering meaningful user experiences through thoughtful design, quality service, and long-term value. He highlighted India as a key market where ASUS is strengthening post-purchase support through initiatives such as doorstep repair services and enhanced customer care.

The company is also investing heavily in on-device artificial intelligence, emphasizing privacy and cost efficiency. ASUS believes local AI processing allows users to keep sensitive data on their devices while reducing dependence on cloud-based services. Yen also highlighted innovations such as Ceraluminium material in Zenbook laptops and the company’s strategy of tailoring products like ROG, Zenbook, Vivobook, and ProArt to different user segments without compromising quality. ASUS sees AI and customer-centric design as the foundation of the next generation of personal computing.