Artificial Intelligence
ASUS Delivers AI-Powered Performance with Zenbook S 16, ProArt P16, and Zephyrus G16

ASUS has launched three new Hero models showcasing the capabilities of the AMD Ryzen AI 9 HX 370 Processor. This cutting-edge processor is known for its AI performance, and it powers the ProArt Studiobook P16 (H7606), Zenbook S 16 (UM5606) and ROG Zephyrus G16 (GA605). These models are designed to cater to the needs of professionals, travellers, creators, entrepreneurs, gamers, and prosumers.
The ProArt Studiobook P16 offers outstanding performance and efficiency for prosumers and creators by enabling seamless multitasking and improved productivity through robust AI capabilities. The Zenbook S 16 OLED is ideal for business professionals, providing a sleek, portable device with powerful AI-driven features for on-the-go productivity and entertainment. Gamers will find the ROG Zephyrus G16 (GA605) appealing, as it combines a high-performance processor with advanced AI capabilities to deliver an immersive and responsive gaming experience.
These advanced models are available at major retailers starting from 1st August 2024, offering the unmatched AI benefits of the Ryzen AI 9 HX 370 and marking a new era of performance and efficiency for creative professionals and gamers.

2024 ROG Zephyrus G16 (GU60)
Future of AI laptops: The AMD Ryzen AI Strix Point APU
ASUS proudly presents the AMD Ryzen AI 9 HX 370 processor, a revolutionary innovation delivering up to 50 TOPS of NPU processing power, thereby establishing a new benchmark in AI performance. This processor exemplifies the ASUS AI family’s ethos, effectively bridging between everyday AI and advanced AI solutions. ASUS’ AI series encompasses devices designed to meet diverse requirements.
Integrating Copilot+PC capabilities with 50 TOPS NPU in the Zenbook S 16 significantly enhances the user experience. Furthermore, the ProArt P16 and PX13, Zephyrus G16, and TUF Gaming A14, powered by Copilot+PC and NVIDIA GeForce RTX, enable advanced AI solutions, delivering unmatched AI capabilities of up to 321 TOPS.
Zenbook S 16: New Zen with superior AI.

Zenbook S 16
The Zenbook S 16 (UM5606) is an impressive new addition to the ASUS lineup, offering a remarkable combination of performance and elegance. This ultrathin 16-inch ASUS AI PC has been meticulously designed from the ground up, featuring a sleek and functional aesthetic that sets it apart. One of the standout features of the Zenbook S 16 is its innovative use of Ceraluminum, a cutting-edge ceramic hybrid material that not only enhances the device’s visual appeal but also provides exceptional durability.

2024 ROG Zephyrus G16 (GA605)
Available in a range of nature-inspired colours, this material offers unmatched strength, effectively resisting scratches and wear, making it an excellent choice for a wide range of users, including business professionals, executives, multitaskers, tech enthusiasts, and AI adopters. Whether you’re drawn to its stunning design, powerful performance, or advanced AI capabilities, the Zenbook S 16 is poised to impress.
Zenbook S 16 with the latest AMD Ryzen AI 300-Series Processors and can have 32 GB of fast RAM and 2 TB PCIe 4.0 SSD. The processor uses up to 28 watts of power and has a built-in Ryzen AI engine that delivers up to 50 TOPS of power-efficient performance for modern AI applications. This helps the high-capacity 78 Wh battery to last all day.

2024 ROG Zephyrus G16 (GA605)
ProArt P16 and ProArt PX13: Unrivaled your creativity
Introducing the ProArt P16, a robust 16-inch laptop powered by AI. This ultimate creative companion is only 14.9 mm thin and 1.85 kg in weight, making it a lightweight powerhouse for unleashing boundless creativity. The laptop has undergone rigorous testing to meet military-grade standards, ensuring its durability in even the harshest conditions. This makes it an ideal choice for frequent travellers and adventurous content creators who require a reliable and rugged device to support their endeavours.
NVIDIA Studio-validated laptop has a powerful GeForce RTX 40 Series Laptop GPU for high-quality graphics and 321 TOPS advanced AI performance. It also comes with a maximum of 50 TOPS AMD Ryzen AI 9 HX 370 processor for strong processing power. The laptop features advanced thermal design, up to 64 GB LPDDR5X RAM, and up to a 4 TB PCIe 4.0 SSD. Its 4K ASUS Lumina OLED touchscreen ensures accurate colours for proofing. The laptop also has versatile I/O ports for easy connections to peripherals.

ProArt P16 (H7606)
The ProArt PX13 is equipped with the powerful GeForce RTX 40 Series Laptop GPU, providing advanced graphics and 321 TOPS AI performance. Additionally, it features up to a 50 TOPS AMD Ryzen AI 9 HX 370 processor, delivering exceptional processing power. With an advanced thermal design for peak performance, up to 32 GB LPDDR5X RAM, and up to a 2 TB PCIe 4.0 SSD, it effortlessly handles demanding tasks. Its 3K ASUS Lumina OLED touchscreen ensures precise colour accuracy for flawless proofing, while its versatile I/O ports allow seamless connections to all your peripherals.
For creators seeking maximum portability, the ProArt PX13 is a great option. Its convertible form factor and 360° hinge allow it to seamlessly switch between laptop, tent, stand, or tablet modes to adapt to any situation or setting. The touchscreen supports stylus input for a natural and intuitive experience when sketching or taking notes.

ProArt P16 (H7606)
AI Integration and Features
ProArt P16 and ProArt PX13 come with exclusive AI-powered apps and features aimed at simplifying the creative process, making it more seamless and powerful, and turning any environment into a full-fledged creative studio.
StoryCube makes it easy for creators to manage digital assets. It uses AI to help with sorting, editing, and exporting raw files.
MuseTree quickly turns inspiration into images using a simple and innovative interface. It can also develop text-based drafts and ideas. Creations are always stored and managed intelligently for easy access and organization.
The ProArt Creator Hub is like a personal control centre for your device. It lets you check the device’s status, adjust settings, and improve your workflow for more creativity. You can customize fan settings for better cooling, easily access colour calibration tools, and improve your workflow and performance.
The ASUS DialPad is a simple physical controller that allows users to easily control settings in their creative apps. With it, users can quickly adjust brush size and undo actions, making their creative work smoother. The controller is customizable and compatible with a wide range of apps.

Zenbook S 16 (UM5606WA)
Gamer’s selection: Zephyrus G16 and TUF14
ASUS’s Gaming Unit introduced three impressive gaming laptops: the Zephyrus G16 and TUF A14. These laptops are stylish and packed with a punch with their hardware specifications. Each model is powered by high-performance AMD Ryzen AI 9 HX 370 processors and comes with NVIDIA GeForce RTX GPUs, providing exceptional graphics and gaming capabilities. Their powerful hardware makes them perfect for gamers who enjoy playing demanding AAA titles with high graphics requirements or who engage in competitive first-person shooter (FPS) gaming.
Thanks to their quick response times and seamless gaming performance, these laptops are tailored to meet the needs of gamers. The Zephyrus G16 (GA605) is powered by the cutting-edge AMD Ryzen AI 9 HX processor with NVIDIA GeForce RTX 4070 GPU. Designed for gamers and creators alike, this powerhouse machine combines stunning performance with sleek aesthetics. The Zephyrus G16 features a 16-inch OLED display with a 240Hz refresh rate, providing ultra-smooth visuals and vibrant colours.
Its advanced cooling system ensures optimal performance even during the most intense gaming sessions. With an ultra-thin design and superior battery life, the Zephyrus G16 offers unparalleled portability without compromising power. Experience the future of gaming with the new Zephyrus G16, where innovation meets precision. The TUF A14 (FA401) features up to an AMD Ryzen AI 9 HX 370 processor and GeForce RTX 4060 or 4050 GPUs for stunning visuals on its 14-inch 2.5K IPS-level display. Both laptops offer Dolby Atmos audio, advanced connectivity, and lightweight designs, perfect for gaming on the go.

Zenbook S 16 (UM5606WA)
Availability and Pricing
The new ASUS Hero models powered by the AMD Ryzen 9 HX 370 Processor will be available at major retailers and ASUS eShop starting from August 1, 2024. Pricing for the models is as follows:
- Zenbook S 16: up to AED 6,999
- ProArt Studiobook P16: up to AED 13,499
- ProArt Studiobook PX13: up to AED 9,999
- ROG Zephyrus G16: up to AED 9,999
- ASUS TUF GAMING A14: up to AED 7,999
These models offer a range of features tailored to meet the needs of various users, providing powerful AI-driven capabilities at competitive prices.

Apps
Meta AI Officially Launches in the MENA Region

Meta has announced the expansion of its AI assistant, Meta AI, to the Middle East and North Africa, empowering users in the region with a tool to learn, create and connect to the things and people they care about most. The feature is gradually rolling out across the region, with full accessibility already available in key markets including the United Arab Emirates, Saudi Arabia, Egypt, Morocco, and Iraq.
Conveniently located across Meta’s family of apps – Facebook, Instagram, WhatsApp and Messenger – Meta AI is easily accessible through its blue circle icon within Meta’s apps and requires no prior registration. It can also be used in group chats by simply typing ‘@Meta AI,’ making it ideal for quick research, brainstorming, and planning with friends. For instance, users planning a spring trip with their families and seeking ideas for island destinations within a maximum six-hour flight from the UAE can simply mention @Meta AI in the group chat, and it will provide a tailored list of suggestions in real time for the group to discuss.
Meta AI is built with state-of-the-art Llama 3.2, Meta’s largest and most capable open-source large language model, and has the capabilities to generate text and create and animate images directly within Meta apps. Users can explore Meta AI’s image-generation Imagine feature by simply typing “Imagine” followed by a detailed description of the image they want to create. For example, typing “Imagine a tiger wearing a vest drinking tea at a café” prompts Meta AI to generate the image in real-time, with the option to animate it. The expansion also introduces support for Arabic, making Meta AI accessible to even more people across the region.
“Meta AI is one of the world’s leading AI assistants already on your phone, in your pocket for free. Combining accessibility with cutting-edge technology, it serves as a gateway to a smarter, more connected life for millions of users in the MENA region. We believe that having a reliable assistant will be one of the defining benefits of this generation of AI. With Meta AI on track to become the most used AI assistant in the world by the end of the year, we’re excited to bring its transformative potential to communities across the region,” says Fares Akkad, Regional Director for Middle East and Africa at Meta.
To celebrate the arrival of Meta AI in the Middle East and North Africa, Meta is launching “Elevating Every Moment”—a content series designed to help users unlock the full potential of Meta AI. Through helpful tips, practical use cases, and deep dives, the series will feature collaborations with regional creators on Instagram. Additionally, Meta will roll out an educational series on its official Meta Arabia page, offering guidance on crafting effective prompts to assist with everyday tasks, whether professional or personal.
“We’re seeing people use Meta AI to dive deep into projects that spark their interest, get help with how-to tasks, and use the assistant for guidance on things like art projects, home decor, outfit inspiration, and more. Image generation has been especially popular and I’m excited to see how people in our region will find new, creative ways to make the most of what AI can offer,” said Akkad.
Meta AI is designed to be intuitive, offering a wealth of opportunities to enhance daily life. Following this gradual rollout, users in the region can look forward to more visionary and advanced multimodal features on the horizon. These include simultaneous dubbing for Reels content, real-life image editing, and the “Imagine Me” feature, which generates personalized portraits that can be edited in real-time. Additionally, Meta AI will soon integrate advanced tools to help users craft captions for their posts, making creativity and connection easier than ever.
Meta AI claims it is on track to become the world’s most-used AI assistant by the end of the year, with nearly 700 million active monthly users and availability in 42 countries and 13 languages.
Artificial Intelligence
AI HONOR Image Engine: Redefining Smartphone Photography

Smartphone photography has undergone an immense revolution in the past decade, placing in consumers’ hands the kinds of powerful image technologies that were once only possible with full-frame cameras. With a steadfast commitment to providing users around the world with the best-in-class photography experience, HONOR has always been at the forefront of smartphone photography and kept challenging itself to set new industry benchmarks for innovation and quality.
With smartphone usage scenarios continuing to diversify, from portrait photography to telephoto imagery and quick snapshots, more users expect versatile photography capabilities from a single device. Understanding this evolving demand, HONOR has dedicated efforts to fine-tune its smartphones’ hardware and software components to ensure unparalleled image quality.
Recognizing the pivotal role of AI in enhancing photography capabilities on the software front, HONOR has been refining its HONOR Image Engine over the years. Debuting in 2021, the first-generation HONOR Image Engine leveraged HONOR’s AI computing photography algorithm, seamlessly blending images captured by different lenses to yield clearer and sharper results. Subsequently, with the introduction of HONOR Image Engine 2.0, HONOR unveiled the Millisecond Falcon Capture and Ultra-fusion Computational Optics functionalities, employing AI to enhance imaging speed and quality.
Upholding the belief that photography is the artistic interplay of light and shadow, HONOR masters in smartphone photography through understanding and refining the technology with AI. To this end, HONOR introduces the pioneering AI HONOR Image Engine enhanced with large model capabilities, the industry’s first on-device plus cloud large model empowered mobile imaging system. Integrated into the HONOR Magic7 Series, this meticulously reconstructs light and shadow intricacies in each image, offering users a host of advanced photography features.
The AI HONOR Image Engine is bolstered by three specialized large models. The Light and Shadow Portrait Large Model excels in optimizing static scenes; the Telephoto Enhancement Large Model allows users to capture detailed, sharp images with AI-enhanced resolution; the Capture Enhancement Large Model is specifically designed for seizing motion shots, improving the overall photography experience for users.
Catering to diverse shooting needs, these large models work seamlessly together to deliver a comprehensive suite of enhanced features covering various shooting needs, spanning from action shots and portraits to telephoto shots. Through these innovations, the HONOR Magic7 Series revolutionizes image quality with advanced AI innovations, providing users with an immersive and cutting-edge AI photography experience.
Striving to transform smartphone portrait photography, HONOR has seamlessly integrated the Light and Shadow Portrait Large Model and Telephoto Enhancement Large Model into the AI HONOR Image Engine, introducing a range of portrait features including AI-enhanced Portrait, All-scenario Harcourt Portrait, AI Super Zoom, and Stage Mode.
Presenting the brand-new AI-enhanced Portrait feature, users can now capture exquisite portraits with ultra-high definition across a focal length of 1X to 6X. Driven by the Light and Shadow Portrait Large Model, this feature integrates AI Resolution Enhancement to refine image quality, meticulously reducing noise through lens optical calibration, real noise modelling, and extensive AI neural network training. It dynamically adjusts pixel arrangement based on different lighting conditions, preserving original resolution with low ISO in well-lit environments, while seamlessly blending pixels in low-light conditions to form larger units and enhance light intake for superior image clarity.
Crafted to elevate portrait quality amidst challenging lighting conditions, the AI-enhanced Portrait incorporates cutting-edge AI technologies to enhance dynamic range and optimize the interplay of light and shadow. Powered by advanced AI algorithms, the dynamic range is boosted, resulting in more authentic and nuanced colour transitions. Complementing this advancement, the AI light and shadow reconstruction capability introduces a new AI algorithm that reconstructs light and shadow elements through highlight recovery and precise colour corrections, ensuring consistent light intensity for smoother brightness transitions in photographs. These enhancements come together to greatly benefit users capturing portraits in challenging lighting situations, such as sunset or night scenes, delivering natural portraits with balanced highlights and intricate details.
With the Light and Shadow Portrait Large Model, HONOR has unveiled the Stage Mode to capture performance moments for music festivals and concert scenarios. Given the complexity of performance lighting, including challenges like strong light and backlighting, the Light and Shadow Portrait Large Model dynamically optimises brightness levels and light and shadow details for static moment shots. With Stage Mode, users can effortlessly capture memorable performance moments spanning a focal range of 1X to 10X, creating photos with vivid colours, and refined exposure while ensuring that the primary subject of the performance stands out prominently.
Furthermore, featuring an AI-enabled portrait enhancement capability that is trained on millions of high-definition DSLR portrait images, AI-enhanced Portrait can precisely adjust the portrait person’s skin tones and enhance intricate facial features like hair and eyes. Additionally, the AI-enabled bokeh effects leverage AI capabilities to replicate the bokeh effects of real optical systems, enabling users to capture portraits with foreground bokeh effects using AI-enhanced Portrait. This innovation facilitates a seamless transition from foreground bokeh to 3D light spots, ensuring a delicate shift from blurred backgrounds to sharply focused subjects.
In addition, AI HONOR Image Engine also empowers the All-scenario Harcourt Portrait, ensuring studio-like image quality at varying distances. With the AI bokeh effect and AI light and shadow Reconstruction, users can capture breathtaking portraits with natural bokeh effects and facial light and shadow intricacies, rivalling the results of professional cameras. Moreover, the All-scenario Harcourt Portrait now boasts a new 6X focal length, providing enhanced flexibility for smartphone portrait photography. At this extended focal length, Harcourt Portrait excels in capturing captivating portraits that accentuate the subject’s beauty. Thanks to AI-enabled facial refinement, it automatically refines the subject’s natural skin texture while preserving its authentic characteristics.
The HONOR Magic7 Pro boasts the HONOR AI Falcon Camera Systems featuring a pioneering 200MP Telephoto Camera with an advanced 1/1.4” telephoto sensor and a large f/2.6 aperture. To achieve professional telephoto lens standards, HONOR has crafted a proprietary structure for this camera. This innovative design includes a dual-lens group with an aspherical lens that aids in reducing stray light, minimizing dispersion, and enhancing overall optical performance.
By merging cutting-edge hardware with the Telephoto Enhancement Large Model on the cloud, HONOR introduces the groundbreaking AI Super Zoom feature, designed for framing the breath-taking beauty of sceneries including natural landscapes. This feature enables remarkable focal lengths ranging from 30x to 100x along with AI-enhanced resolution, allowing users to capture detailed, sharp images even at significant distances. The Telephoto Enhancement Large Model on the cloud is capable of driving 12.4 billion parameters data to enhance image quality and generate vivid details at high speed. To achieve this, the cloud large model processes data of 1270 billion for each shot.
Tailored for diverse motion scenarios, the AI HONOR Image Engine seamlessly integrates the Capture Enhancement Large Model, enhancing the image quality of moving scenes through AI Motion Sensing Capture and HD Super Burst. With the incorporation of an AI-enabled intent recognition engine boasting advanced recognition and analysis capabilities, the AI Motion Sensing Capture excels in capturing accurate motion shots by identifying and analyzing subject movements. Through capabilities like subject detection and facial evaluation, this engine swiftly recognizes various shooting subjects, from humans to beloved pets like cats and dogs, while discerning subtle facial expressions and body gestures, enabling users to effortlessly capture cherished moments with their companions using AI Motion Sensing Capture.
Acknowledging the increasing popularity of sports photography, HONOR has consistently advanced its hardware and software to improve capture speed and image clarity, empowering users to capture professional sports images. Additionally, the new HD Super Burst feature enables users to capture rapid sequences at 10 frames per second, expanding opportunities for snapshot photography on smartphones. Whether it’s capturing a leisurely jog or thrilling sports events such as a swimming competition, the feature enables the camera to swiftly detect and predict the movement of shooting subjects, empowering users to capture moments with unparalleled clarity and precision on every shot, regardless of the setting or intensity of the action.
HONOR is steadfast in its mission to redefine the standards of AI excellence within smartphone photography, striving to provide users with the utmost intelligent capturing experience. Powered by the potent AI HONOR Image Engine, the HONOR Magic7 Series empowers users to embark on a holistic AI-centric photography journey, catering to the varied and evolving photography needs of users. Pioneering groundbreaking advancements in smartphone photography, HONOR stands out as the first smartphone manufacturer to seamlessly fuse the capabilities of cloud AI and on-device AI within mobile imaging, underscoring its unwavering dedication to establishing new benchmarks within the industry.
Partner Content
Artificial Intelligence
ASUS Unveils AI-Enhanced Copilot+ PC Lineup at CES 2025

Today at CES 2025, ASUS announced a significant expansion of its Copilot+ PC lineup, delivering AI-enabled computing to a broader audience. The new models are designed to meet the growing demand for affordable, efficient, secure, and fast laptops that enhance both personal and professional workflows. Powered by the latest AI-enabled processors from Qualcomm, AMD, and Intel, these devices come in various styles and form factors, making AI technology more accessible.
ASUS introduced the all-new Zenbook A14 and refreshed versions of the Zenbook Duo and Zenbook 14, all powered by the latest processors, delivering up to 45 TOPS AI performance and extended battery life for multitasking.
Zenbook A14 (UX3407)
The Zenbook A14, the world’s lightest Copilot+ PC at under a kilogram, features Snapdragon X Elite and X processors with advanced on-device AI capabilities. It offers up to 32-hour battery life, a full array of I/O ports, and a tone-on-tone minimalist design using Ceraluminum™, a lightweight, scratch-resistant material.
Zenbook Duo (UX8406CA) and Zenbook 14 (UX3405CA)
The Zenbook Duo boasts twin 14-inch 3K 120Hz OLED HDR touchscreens and the latest Intel Core Ultra processors. The Zenbook 14, with its environmentally conscious design, features Intel Core Ultra 9 processors and Intel Arc graphics, offering a vivid 14-inch 3K 120Hz OLED touchscreen.
Zenbook 14 (UM3406KA)
Powered by AMD Ryzen AI 300 series processors, the refreshed Zenbook 14 offers 50 TOPS AI performance, enhancing the Copilot+ PC experience. Its thin-and-light design houses a 14-inch 3K 120Hz OLED NanoEdge display.
AI-Optimised Mini PCs
ASUS has also introduced the NUC 15 Pro and NUC 15 Pro+ mini PCs, featuring Intel Core Ultra processors and Intel AI Boost for high-demand business environments. The NUC 14 Pro AI+ mini PC offers quick AI access with a dedicated Copilot button, built-in microphones, and a sustainable E-ink display.
ExpertCenter PN54
The ExpertCenter PN54 Mini PC delivers high-level AI performance in a compact chassis, powered by AMD Ryzen AI 7 350 processors. It offers rapid connectivity, tool-less upgradability, and robust AI acceleration for a variety of computing needs.
These new models highlight ASUS’s commitment to making AI technology universally accessible, offering powerful performance, extended battery life, and premium designs to meet the needs of modern users.
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