“I am convinced that we will all have AI-based personal assistants. Autonomous thinking agent AI will spread like humans, and completely new forms of computers designed based on machine learning will become necessary.” (Jensen Huang, NVIDIA CEO)
“In the future, every PC will have AI elements. An explosive era will begin when people start to understand the power of AI PCs.” (Lisa Su, AMD CEO)
Leaders of the 'semiconductor big four' agreed at the 'HP Amplify Conference 2025' held on the 19th (local time) in Nashville, Tennessee, U.S., that AI PCs will become a new standard of computing rather than a mere trend.
On the second day of Amplify Conference, HP's largest annual event, Enrique Lores, HP CEO, discussed the changes brought by AI with Jensen Huang, NVIDIA CEO, Lisa Su, AMD CEO, Christiano Amon, Qualcomm CEO, and Michelle Johnston Holthaus, Intel Products CEO (former acting Intel CEO). They are key partners of HP. Huang CEO and Su CEO participated via video due to scheduling issues.
Huang CEO emphasized the dawn of a new computing era by introducing the concept of an 'AI Native' computer optimized for AI calculations. Unlike traditional computers, AI Native computers are designed based on AI computations and have a structure optimized for AI processing. He noted, “New computers will utilize large language models (LLM) in a completely different manner than existing ones. Therefore, the entire computer architecture, including programming methods, software structure, and system design, must be redesigned.”
The AI Native computer mentioned by NVIDIA is expected to be released through various manufacturing partners, including HP, starting in the second half of this year. Although a desktop, it delivers performance comparable to a data center, enabling the execution of large AI models directly on the device. Huang CEO said, “Even a smaller version can establish its own AI environment without cloud consolidation just by connecting to any existing PC,” describing it as “the beginning of a completely new era.”
Amon CEO also predicted the advent of the 'ultra-mobility AI PC' era. He mentioned, “A completely new AI-centric computing paradigm is emerging, one that didn't exist in the past.” He stated that “just five years ago, the dominant view was that 'PC performance is sufficient, and necessary applications can run on the cloud,' but as new use cases leveraging AI emerge, the situation is rapidly changing.” He emphasized, “We are at the beginning of a significant transformation in the PC industry, and AI PCs are seen as providing greater opportunities than any other market.”
In line with the new paradigm, Amon CEO revealed that Qualcomm is making large-scale investments in AI PCs. The ambition is to expand the Snapdragon chipset, widely used in mobile devices, into the AI PC market. Amon CEO said, “We are forming dedicated support teams to target the PC market and collaborating with Microsoft to optimize performance.” He mentioned they are verifying that Snapdragon-based PCs operate stably in the IT environments of large corporations.
Leaders of the semiconductor big four commented that the industry believes low-cost, high-performance AI models such as DeepSeek allow PC-based AI use without consolidation to the cloud. Su CEO said, “What was previously unimaginable can now bring AI directly to our homes, laptops, and workstations, running directly on the device as AI models become smaller and more performance-oriented,” describing it as “a genuine change.”
Holthaus CEO also stated, “From now on, people will be able to create their own personal assistants on their PCs and train them with their own data,” adding that without internet, AI running on the PC itself raises data security levels and further reduces expenses, ensuring people will not want to transfer back to previous methods.