▲Lisa Su, CEO of AMD, speaking at SXSW (Capture: AMD YouTube channel)

Keynote address on the future of AI PCs at SXSW

As AI PCs become more widespread, specific examples of how they can be used to improve productivity are emerging.

AMD CEO Lisa Su recently gave a keynote address on the future of AI at the SXSW event, where she talked about the future of AI PCs.

As the AI era is truly dawning, CEO Lisa Su said, “AI is the most important technology to emerge in the industry in the past 50 years.”

“Companies that learn how to use AI will beat those that don’t,” he said. “AMD wants to be at the forefront, and they’re designing better chips and building better software.”

He emphasized that “AI is an evolution in PC gaming and a starting point for us to become more productive,” citing the integration of AI into next-generation PCs and the revolutionary impact it will bring.

There are already many AI PCs on the market. Among the released products, AMD and Intel are taking steps to put AI PCs at the forefront as a major agenda.

Lisa Su, CEO, hinted at the value of the open source ecosystem in the AI market when she said that realizing the true potential of AI is “a task that requires an all-out effort, and no company has the answers.”

AI PCs are particularly poised to advance and accelerate the entertainment industry, with many technologies supporting this advancement. CEO Lisa Su joined David Conley, Senior VFX Producer at Weta FX, on stage to explain how AMD technology has supported the VFX studio's filmmaking process.

Weta FX boasts of its ability to deliver detailed environments that push the limits of traditional rendering computation in films like Avatar: The Waterfront and the upcoming Dawn of the Planet of the Apes.

The partnership between AMD and Weta FX will allow artists and VFX teams to render scenes faster, and EPYC CPUs, especially for real-time rendering during interactive sessions, have significantly expanded Weta FX's creative boundaries.

“If we didn’t have partners like AMD, we would still be rendering Avatar, and we’re leveraging every bit of AMD’s technology,” said David Conley, senior producer. “AMD products are available to us as soon as they’re manufactured.”