ASUS is heading to the capital this week with a clear message for IT buyers: the AI PC is no longer a consumer novelty, and it wants a bigger share of the corporate fleet. The Taiwanese manufacturer will exhibit at AI Everything Abu Dhabi on 6 and 7 October 2026 at ADNEC Centre, setting up in Hall 2 at booth B40 with a lineup aimed at enterprise and government customers.
The headline hardware is the ExpertBook Ultra, which visitors will be able to try in person. ASUS is pitching it as a premium, durable business laptop built around AI-assisted productivity, though detailed specifications, pricing and regional availability were not part of the announcement. Alongside it, the company is bringing the wider ExpertBook laptop range, its ExpertCenter desktops and a selection of all-in-one PCs, covering most of the form factors a typical office or ministry would deploy.
The common thread is the neural processing unit. ASUS says its commercial machines use dedicated NPUs to run AI workloads locally rather than sending everything to the cloud. That matters more for organisations than for home users. On-device processing can keep sensitive data inside the building, reduce dependence on connectivity and cut ongoing cloud costs, all of which carry weight for government departments and regulated industries in the UAE. The catch is that the value of an NPU depends heavily on software, and many enterprise applications still make limited use of it.
Tolga Özdil, ASUS regional commercial director for the Middle East, Turkey and Africa, framed the company’s presence around practical adoption, arguing that businesses across the UAE are looking for tangible results from AI rather than abstract promises. It is a sensible framing, though the event will be a chance for buyers to press on exactly which workflows benefit today.
The company also highlighted sustainability, citing more sustainable materials in products and packaging along with compliance with EPEAT and ENERGY STAR 8.0 standards, credentials that increasingly appear in public-sector procurement requirements.
