Exclusive: How ASUS' Zenbook S 14 brings the future of AI to laptops

ASUS has once again pushed the envelope in AI technology with the launch of its Zenbook S 14.

In an exclusive interview with TechDay, Bradley Howe, Head of Consumer – SYS BG, ASUS, Australia, revealed how the new lightweight yet powerful device is designed to enhance creativity, productivity, and user experience.

Howe described the Zenbook S 14 as a key part of ASUS' mission to make cutting-edge AI accessible to a broad range of consumers.

"We want to make sure that everybody has the ability to access some of ASUS' amazing innovation," Howe explained. With a weight of just 1.2kg and measuring a mere 1.1cm in thickness, the device is positioned as a "premium AI solution" ideal for professionals and frequent travellers.

The Zenbook S 14's standout feature is its integration of the Intel Core Ultra 7 processor, providing users with state-of-the-art AI capabilities.

Howe highlighted how the processor's AI features optimise performance by learning from user behaviour, improving multitasking and extending battery life. "Your creative mind is your only limitation," Howe said, explaining how the device's AI-driven features adapt to users' needs. "It handles a lot of the back end for you," he added, referencing the way AI tools manage battery and system resources.

ASUS has long been known for its innovation, and Howe emphasised how the Zenbook S 14 builds on this reputation.

Key to this is Story Cube, an exclusive AI-powered app that streamlines information categorisation and improves task efficiency. "Story Cube allows users to manipulate data in creative ways using AI," he said. Although the app is relatively new, Howe mentioned that feedback has been positive, with users appreciating its utility.

Future-proofing with AI
When asked how the Zenbook S 14 is designed to stay relevant as AI continues to evolve, Howe pointed to the future-proof nature of the hardware. "The device is built with the latest Intel processors, ensuring that as new AI features emerge, they can be pushed through software or firmware updates," he explained.

Howe also stressed that the integration of these updates keeps the device at the cutting edge of AI and hardware advancements.

ASUS' future-proof approach reflects its broader strategy for the future of AI. Howe mentioned that the company has had a "big year in 2024," during which it set out to lead the market in AI-driven devices. He expressed excitement about ASUS' future plans, noting that 2025 will see an even more comprehensive lineup of AI-powered products.

"We're not just making devices for today, we're making them for the future," Howe said.

Powerful AI, exceptional battery life
One of the most impressive features of the Zenbook S 14 is its battery life, with ASUS claiming up to 27 hours of usage on a single charge. Howe was particularly excited about this, noting that it addresses a major pain point for frequent travellers. "As a frequent traveller myself, I'm looking forward to not having to worry about where the next PowerPoint is," he said, adding that such long-lasting battery life is a game-changer for the Windows PC market.

The device's OLED display is another significant feature. With its high-resolution 3K touchscreen, the Zenbook S 14 offers a superior visual experience, ideal for those who work long hours in front of a screen. "OLED screens are better on your eyes, which is a great selling point," Howe remarked.

The Zenbook S 14 isn't just designed for professionals, though. Its lightweight and portable nature make it an excellent choice for casual users, too. Howe described the device as "an extension of your personality," designed to suit various types of consumers. ASUS offers a range of sizes to cater to different preferences, from the 13-inch ultra-portable to the larger 16-inch model for creative professionals.

ASUS' wider AI strategy
The Zenbook S 14 fits into ASUS' broader AI strategy, which Howe detailed during the interview.

Earlier in the year, ASUS launched several AI-enhanced devices, marking a significant shift in the company's approach to consumer electronics. Howe noted that ASUS' goal is to have a solution for every type of consumer, whether they need a powerful AI-enabled laptop for professional use or a more affordable device with basic AI functionality.

"AI is not going anywhere," Howe said, emphasising the importance of educating consumers on how AI can improve their lives. He admitted that some people are still apprehensive about AI, but he believes that once users experience its benefits—such as simplifying tasks and enhancing creativity—these concerns will diminish.

"Once people use it, they'll understand how it can make their day-to-day tasks easier," he explained.

ASUS is particularly proud of its commitment to innovation and customer satisfaction. Howe highlighted the company's extensive research and development team, which he described as "one of our greatest strengths." With over 15,000 employees worldwide and a third of them working in research and development, ASUS has the resources to stay ahead of competitors in the rapidly evolving AI market.

What does the future look like?
Looking to the future, Howe confirmed that ASUS has big plans for AI beyond 2025, with discussions already underway for their 2026 lineup. He hinted that upcoming devices will offer something different from what's currently available. "The future is very exciting," he said, though he refrained from sharing too many details. However, he emphasised that ASUS' AI-powered devices will continue to evolve and cater to a wide range of consumers.

As a final note, Howe mentioned that all of ASUS' AI-enabled devices, including the Zenbook S 14, now come with a dedicated Copilot key on the keyboard, making it easier for users to access AI tools. "It's about making their lives a little bit easier," he said, highlighting how the inclusion of such a feature speaks to ASUS' customer-centric approach to innovation.

In conclusion, ASUS' Zenbook S 14 represents the future of AI-driven laptops, offering users a combination of power, portability, and next-generation AI features.

"We don't want to just be the same as everybody else," he highlighted.

With devices like the Zenbook S 14, it's clear that ASUS is leading the charge in the future of AI innovation in consumer electronics.