Dr. Lisa Su, CEO of Advanced Micro Devices (AMD), made waves at SXSW 2024 with a keynote address outlining her vision for Artificial Intelligence (AI) and its transformative impact across industries. Dr. Lisa Su’s SXSW keynote paints a compelling picture of a future powered by AI. From intelligent PCs to accelerated creative processes, AI is poised to revolutionize the way we work, play, and create.

Dr. Lisa Su SXSW 2024

AI: The Cornerstone of Innovation

Su placed AI at the center of the technological landscape, declaring it “the most important technology to come on the scene in the last 50 years.” She emphasized the competitive advantage gained by companies embracing AI. AMD exemplifies this philosophy, actively integrating AI across its operations – chip design, software development, and even internal productivity tools.

The Rise of the AI PC: A Productivity Revolution

Su shed light on the integration of AI into next-generation PCs, marking a significant shift in personal computing. “AI is the evolution in the PC game,” she stated, “allowing us to become much more productive.” According to recent news reports, several major manufacturers have already unveiled AI-powered laptops boasting features like intelligent performance optimization and enhanced user interaction.

Su acknowledged the importance of collaboration in AI development. “It takes a village,” she remarked, “no one company has all the answers.” She stressed the value of an open-source ecosystem for fostering innovation and collaboration, ultimately unlocking AI’s full potential.

AI in the Spotlight: Accelerating Creativity in Entertainment

Dr. Su, joined by David Conley, Executive VFX Producer at Wētā FX, showcased how AMD technology empowers creative professionals. Wētā FX, renowned for pushing the boundaries of visual effects in films like “Avatar: The Way of Water” and “Kingdom of the Planet of the Apes,” leverages AMD’s powerful EPYC CPUs. This partnership enables artists to render complex scenes in real time, significantly enhancing their creative workflow.

Conley’s closing remark underscored the impact of this collaboration: “We would still be rendering Avatar if it wasn’t for our partners like AMD. We use every bit of AMD… we are knocking at the door as they come off the assembly line.”


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