In February, Jacky’s Business Solutions’ team attended the ASUS Partner Excellence Night 2026 in Dubai, an evening that brought together partners from across the region to reflect on progress, recognise achievements, and look ahead to the next phase of AI-powered business computing.
Events like this are not just about new product launches. They are an opportunity to better understand where workplace technology is heading and what that means for the organisations we support every day.
AI-Ready Computing
One of the key highlights of the evening was the regional debut of the ASUS ExpertBook Ultra, a device designed specifically for business professionals who need high performance in a highly portable form factor. Weighing under one kilogram and measuring just 10.9 mm thin, the device reflects a growing demand for powerful computing that supports mobility, hybrid work, and AI-driven applications without compromising performance.
Powered by Intel Core Ultra processors and equipped with a dedicated AI engine capable of handling AI workloads efficiently, the ExpertBook Ultra represents a broader shift in the market. AI is no longer limited to data centres or specialised systems. It is becoming part of the everyday business device, supporting productivity, security, and decision-making at the user level.
This is particularly relevant for organisations in the UAE, where AI adoption is accelerating across sectors, supported by national initiatives such as the UAE National Strategy for Artificial Intelligence 2031.
Why This Matters for Businesses
For many organisations, the conversation around AI can still feel abstract. However, what we are seeing now is a practical shift. AI is being embedded directly into business devices, enabling features such as intelligent performance optimisation, enhanced security, real-time transcription, content generation, and workflow automation.
This changes how employees work on a daily basis. Laptops are no longer just productivity tools. They are becoming intelligent assistants that help professionals work more efficiently, collaborate more effectively, and manage increasing workloads.
For IT teams, this also introduces new considerations around device management, security, and infrastructure readiness. Businesses need to ensure their device strategy aligns with where technology is going, not where it has been.
The Role of Partnerships
The ASUS Partner Excellence Night was also a reminder that technology adoption is driven by ecosystems, not just products. Vendors, partners, and solution providers each play a role in helping businesses adopt new technologies in a practical and sustainable way.
At Jacky’s Business Solutions, our role is to bridge that gap. It is not just about introducing new devices to the market. It is about helping organisations understand how these technologies fit into their operations, how to deploy them effectively, and how to ensure they deliver real business value.
Looking Ahead
What we saw at the ASUS event reinforces a clear direction for the market. AI-enabled PCs will become a standard part of the enterprise environment over the next few years, not a niche category. Organisations that start planning for this shift now will be better positioned to benefit from improved productivity, stronger security, and more efficient workflows.
Events like the ASUS Partner Excellence Night are useful because they provide insight into what is coming next. For businesses, the real question is not whether AI will become part of everyday computing, but how quickly they are prepared to adopt it in a way that makes sense for their organisation.
Reach out to Bridget Dsouza on bridget.dsouza@jackys.com to find out more on ASUS devices.
