With over 250 business partners from over 30 countries across Europe, the Middle East, and Africa, the fourth edition of the EMEA ASUS Business Summit (ABS’26) kicked off in Bodrum, Türkiye.
The summit provided an elite platform for partners to experience the next generation of AI-integrated commercial solutions, designed to deliver incredible experiences and redefine productivity in a transforming digital landscape.
This year’s edition featured two brand-new, separate showrooms: one showcasing the product ranges through vertical-market scenarios, and the other through playful, experiential settings designed to highlight key product benefits.
By showcasing durable, AI-ready solutions that power always-on businesses, the summit reaffirmed ASUS’s commitment to innovation, sustainability, and the long-term success of its EMEA partner network.
Highlights from the ASUS Business Summit 2026 include:
Reaffirming partnership growth
ASUS reaffirmed its commitment to innovation and partnership, with new AI productivity tools for workforces, value-driven services and subscriptions, and product strategy designed to support partner growth.
Welcoming over 250 partners from more than 30 countries, ABS 2026 concluded as a strong signal of ASUS’s dedication to helping businesses and education institutions to thrive in a transforming digital world.
“This year’s ABS is a true testament to the strength and resilience of our partner network. Engaging with so many partners face-to-face reinforces our shared strategy and paves the way for future growth,” says Eric Chen, senior corporate vice-president, head of global sales and marketing: System Business Group at ASUS.
Advancing the AI-enhanced enterprise
At ABS’26, ASUS solidified its position as a leading provider of AI-powered B2B solutions for the Enterprise, SMB, and Government sectors. The event highlighted strategic growth across key verticals, including Healthcare, Retail, Education, and Manufacturing.
Central to this vision is the “Always-On” philosophy, ensuring that ASUS devices remain the resilient backbone of modern business through extreme durability and comprehensive lifecycle support.
Uninterrupted learning with AI-ready education solutions
ASUS continues to transform the educational experience by integrating AI-ready Windows Education devices and Chromebooks into the modern curriculum.
In the dedicated education zone, partners experienced the ruggedized hardware designed for longevity, including laptops tested via “Sit-Slip” and “Drop” demonstrations. These solutions ensure student safety and long-term reliability in demanding classroom environments.
Launch of the ExpertBook Ultra and Gen 2 AI
Following its global unveiling at CES 2026, the ExpertBook Ultra took center stage within the massive scenario showroom.
As a flagship AI PC with advanced NPU capabilities, it represents the pinnacle of professional performance. Attendees witnessed the “Expert Challenge,” a live demonstration of military-grade resilience through hinge and spill-resistance tests.
These innovations, alongside the latest AI-integrated ASUS NUCs, allow businesses to automate workflows, from real-time meeting transcriptions and advanced data analysis to enhanced endpoint security.