ASUS ProArt Strategy focuses on local AI computing, creator laptops, premium devices and India’s growing creator market. Arnold Su shares key insights.
ASUS is looking to reshape the creator laptop market with a stronger focus on local AI computing, specialised hardware and a growing ecosystem for content creators. The company believes the next generation of creator-focused devices will not just be about faster processors or powerful graphics cards but also about giving users greater control over their AI workloads.
In an interaction with HT Tech, Arnold Su, ASUS India, discussed the company’s evolving ProArt strategy, the growing importance of on-device AI, premium laptop demand in smaller Indian cities and plans to build a stronger creator community. According to Su, ASUS wants to make advanced AI capabilities more accessible while offering different hardware platforms for different creative requirements.
ASUS ProArt Strategy Focuses on Local AI Computing
One of the biggest developments in the creator laptop segment is the shift towards running AI applications directly on personal devices. Currently, many AI-powered tools depend on cloud computing, where users upload their files and process requests through external servers.
ASUS believes this approach can create limitations for creators, particularly when it comes to recurring cloud costs, data privacy and dependence on internet connectivity.
Arnold Su explained that the ProArt Spark Edition is designed to address some of these challenges. According to him, the system could bring approximately 70% to 80% of workloads currently handled through cloud services back to local computing.
This would allow users to run large language models (LLMs) directly on their laptops instead of relying on external servers for every AI-related task. It could also help creators reduce their dependence on paid cloud tokens while keeping more of their project data on their own devices.
The company’s objective is not to completely replace cloud-based AI services but to give creators more flexibility in choosing where their work gets processed.
AMD, Qualcomm and NVIDIA Platforms Target Different Creators
ASUS is offering multiple hardware platforms under its ProArt portfolio, powered by AMD, Qualcomm and NVIDIA technologies. Rather than positioning these products as direct competitors, the company wants each platform to serve a particular category of users.
According to Arnold Su, the RTX Spark-powered systems are primarily designed for creators and developers who want to experiment with AI models and run AI workloads locally.
AMD-powered configurations, particularly those equipped with dedicated graphics cards, are aimed at professionals handling demanding creative tasks such as 3D modelling, design and rendering. Certain configurations in the portfolio also offer up to an NVIDIA GeForce RTX 5090 GPU for users who require high-end graphics performance.
Meanwhile, Qualcomm-powered devices, including detachable ProArt tablets, focus on portability and power efficiency. These devices can be useful for professionals who frequently work outside traditional office environments, particularly for activities such as digital drawing, storyboarding and content planning.
Through this approach, ASUS wants customers to select hardware according to their actual workflow rather than expecting one laptop configuration to meet every creative requirement.
Premium Laptop Demand Is Growing in Smaller Indian Cities
Another important area discussed by Arnold Su was the changing demand for premium laptops across India. ASUS is expanding its retail presence beyond metropolitan markets, as the company believes smaller cities are becoming important markets for high-end technology products.
The company currently operates more than 330 exclusive stores and over 20 ROG stores across the country, taking its overall retail network beyond 350 stores. Interestingly, around 50% of these outlets are located in Tier 3 and Tier 4 cities.
Su said that the assumption that consumers in smaller cities have limited purchasing power does not always match the reality of the market.
ASUS has observed encouraging demand for premium gaming laptops priced at Rs 3 lakh, Rs 4 lakh and even Rs 5 lakh from markets outside major metropolitan areas. In some cases, sales from smaller cities have exceeded the company’s initial expectations.
This trend is encouraging ASUS to continue expanding its physical retail presence in emerging markets, where customers can experience premium devices before making a purchase decision.
ASUS Extends EMI Options to Make Premium Laptops Accessible
High-end creator laptops often involve a considerable upfront investment. To make these products easier to purchase, ASUS is expanding its financing options.
Arnold Su revealed that the company has increased its EMI repayment tenure from the earlier 12 to 18 months to a maximum of 24 months.
The longer repayment period can help reduce monthly instalments, allowing customers to manage the cost of premium hardware more comfortably.
Alongside no-cost EMI schemes, ASUS also offers low-cost financing options. The company has introduced an online EMI calculator on its website, helping buyers understand their monthly payments, principal amount and interest component before purchasing a device.
This strategy is aimed at making premium technology more accessible through flexible payment options rather than relying only on discounts.
ASUS Expands ProArt Experience Zones Across India
ASUS is also working to help customers understand the practical benefits of local AI computing before purchasing a ProArt device.
The company initially started ProArt Spark demonstrations in Delhi, Bengaluru and Hyderabad through dedicated experience zones at selected stores. It is now expanding these demonstrations to additional retail locations across India.
These demonstrations allow visitors to explore AI agents, locally running LLMs and other AI-powered workflows directly on compatible devices.
This is particularly important because many consumers are familiar with using AI through websites and cloud-based applications but may not fully understand how on-device AI works.
To address this gap, ASUS has also conducted multiple training sessions for its product, marketing and sales teams. The training programme is expected to extend to store promoters so they can demonstrate practical AI applications to potential buyers.
Additionally, the company has established 20 dedicated Creator Zones across India. These spaces allow customers to test creator-focused devices and explore their own software workflows instead of simply looking at product specifications.
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Can ASUS Build a Creator Community Like ROG?
ASUS wants its ProArt portfolio to develop into more than just a collection of premium laptops. The company is looking to build a dedicated community around creators, similar to the ecosystem it has developed through its Republic of Gamers (ROG) brand.
The company currently organises around 30 gaming tournaments across different Indian cities every year. It also runs ROG Academy, where six players are selected during each season and receive professional training from a coach.
Across nine seasons, three participants from the academy have progressed to join professional gaming teams in India.
ASUS wants to apply a similar community-building approach to ProArt. Its Creator Zones, product demonstrations and creator engagement activities are intended to connect professionals, content creators and technology enthusiasts.
The company also organises ProArt Meet events, bringing together established creators, YouTubers and key opinion leaders to share their experiences and knowledge.
Through these initiatives, ASUS hopes to establish ProArt as a recognisable platform for India’s growing creative community.
ASUS Plans to Expand Local Manufacturing in India
Local manufacturing is another important part of ASUS’ long-term strategy in the Indian market.
Arnold Su explained that the company initially concentrated on manufacturing entry-level and mainstream laptops powered by Intel Core i3 and Core i5 processors in India. It has gradually expanded its domestic production capabilities to include gaming laptops as well.
ASUS plans to add more products to its local manufacturing portfolio as the domestic manufacturing ecosystem develops.
Although the current expansion includes gaming devices, the move indicates the company’s intention to strengthen its manufacturing presence in India over time.
Adobe Partnership and AI Software Initiatives
Alongside hardware development, ASUS is also focusing on software partnerships to improve the overall creator experience.
The company offers a three-month Adobe subscription with its ProArt portfolio, providing creators access to software used for photography, video editing and graphic design.
ASUS has also collaborated with Hermes Agent and integrated it with its MuseTree software. This combination is designed to let users provide prompts through an AI agent and generate images and videos using supported AI models.
These initiatives reflect the company’s broader approach of combining powerful hardware with software tools that can support different stages of the creative process.
ASUS Wants to Build a Complete Ecosystem for Creators
ASUS’ evolving ProArt strategy highlights how the creator laptop market is moving beyond conventional performance specifications. Local AI computing, specialised graphics capabilities, portable devices and software integration are becoming increasingly important for professionals.
The company’s investments in Creator Zones, retail expansion, financing options and community programmes also indicate that it wants to strengthen its relationship with creators across India.
With its focus on on-device AI and specialised hardware, the ASUS ProArt strategy could play an important role in how the company approaches India’s next generation of creative professionals. However, the success of this approach will ultimately depend on how effectively these technologies address real-world creator requirements and deliver practical value to users.
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