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PC Gamer
PC Gamer
Jess Kinghorn

'AI PCs will become more important': AMD's Lisa Su remains optimistic about the market despite runaway pricing caused by *checks notes* the AI industry

Lisa Su, chair and chief executive officer of Advanced Micro Devices Inc. (AMD), during the 2026 CES event in Las Vegas, Nevada, US, on Monday, Jan. 5, 2026. .

PC gamers (and PC users as a whole) find themselves in an increasingly expensive landscape, in part due to the AI data centre industry's apparently bottomless appetite for memory. And yet, AMD CEO Lisa Su reckons "AI PCs will become more important" for the average consumer.

Lisa Su told investors during AMD's most recent earnings call, "As we go into 2027, I think we have a strong product portfolio that is coming on board to address not just the traditional notebook and desktop markets, but also as you think about a more AI-centric PC experience, like what we have been talking about with the Ryzen AI Halo."

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