ASUS IFA 2026: Advancing AI-Powered Creativity

With IFA 2026 bringing the global tech community together in Berlin, ASUS welcomed media and industry partners to the ASUS IFA Media Showroom to explore its latest ProArt innovations and how AI is transforming creative workflows.

The showcase marked ASUS’ first global media event focused on AI agents and real-world AI workflows running directly on ProArt PCs. Through hands-on demonstrations, immersive experiences, and a keynote session, attendees explored how locally-run AI, intelligent agents, and creator-focused hardware can streamline the creative process—from ideation and content generation to production and asset management.

Let's explore the highlights from the ASUS IFA Showroom.

ASUS and NVIDIA advance AI-powered creativity with RTX Spark

ASUS unveiled its latest ProArt innovations, powered by NVIDIA’s RTX Spark platform, designed specifically for AI-powered creativity. The new ProArt lineup brings RTX Spark performance to mobile creators and desktop workflows, enabling users to run advanced AI models locally while accelerating creative applications across content creation, video production, design, and 3D workflows.

The keynote session highlighted how creators can generate content faster, orchestrate AI-assisted workflows locally, and bring complex projects with them wherever they go.

Featured ProArt products powered by NVIDIA RTX Spark included:

• ProArt P16 — Combines powerful AI performance with mobility, enabling creators to move seamlessly from inspiration and ideation to creation and production.
• ProArt P14 — Built for creators on the move, combining portability with powerful local AI capabilities for flexible creative workflows.
• ProArt GR1X — A compact AI powerhouse that brings workstation-class performance to creators, workflow builders, and Agentic AI enthusiasts, supporting advanced AI workloads, creative applications, and complex 3D scenes locally.

AI creativity in action

The ASUS IFA Media Showroom also brought the event’s key themes to life through hands-on experiences across seven interactive zones.

Rather than presenting AI as a collection of standalone features, ASUS demonstrated connected workflows that span ideation, generation, editing, asset management, and production. Running directly on ProArt PCs, these experiences illustrate how local AI can help creators work more efficiently while maintaining flexibility, privacy, and control.

• ASUS Zenni Claw is an AI agent platform designed to simplify the adoption of Agentic AI through intuitive setup, ready-to-use ASUS skills, flexible local-cloud routing, and built-in safety protections.
• StoryCube provides an AI-powered media hub for organizing, managing, and searching digital assets.
• MuseTree enables token-free local image generation and creative ideation.
• ProArt Creator Hub centralizes device settings, color management, and workflow controls.

In addition, ASUS highlighted collaborations with Google and Adobe, including bundled creative and AI services available with select ASUS laptops, providing creators with greater flexibility across local and cloud-powered workflows.

The rise of Agentic AI

During his keynote session, Sascha Krohn, ASUS Director of Technical Marketing, highlighted the transition from passive tools to active agents. Traditional software relies on users initiating every action, but Agentic AI introduces a new model in which intelligent systems can understand intent, reason through tasks, and collaborate across workflows.

Sascha also explored how AI agents are becoming increasingly capable of planning, retrieving information, using tools, refining outputs, and working in parallel. But, as these systems become more sophisticated, they also place significantly greater demands on computing resources, requiring larger memory capacity, richer context windows, and more powerful local AI performance.

To support this next generation of AI experiences, Sascha explained how ASUS is advancing personal AI computing through solutions designed specifically for local AI workloads and agentic workflows. He highlighted three key factors driving the adoption of personal AI computing: predictable AI capacity, privacy and contextual awareness, and customization needs. Running AI locally allows users to maintain greater control over sensitive information, keep creative assets and data closer to where work happens, and tailor AI experiences to individual needs and workflows.

These growing demands for local AI performance set the stage for ASUS’ new lineup of ProArt devices powered by NVIDIA’s RTX Spark, designed to bring powerful AI capabilities directly to creators, developers, and AI enthusiasts.

Extending AI innovation beyond creative workflows

While ProArt remained at the center of the ASUS IFA showcase, the event also highlighted how AI-powered experiences are expanding across the broader ASUS portfolio.

• ExpertBook Ultra combines advanced AI performance with enterprise-grade security and mobility.
• Zenbook 14 brings AI-enhanced productivity and portability to everyday users.

About ASUS

ASUS (2357.TW) is an innovative technology leader delivering the world’s most comprehensive AI solutions across Infrastructure, Physical AI, AI PC/Devices, and Engineering the AI Advantage. Guided by its “Ubiquitous AI. Incredible Possibilities” strategy, ASUS is bringing enterprise-to-edge AI to life. The ASUS portfolio also includes the ROG and ProArt sub-brands, which serve gamers and creators worldwide.