ASUS Business Philippines centers its ExpertBook Ultra campaign on real-world business use after inviting several Filipino executives to use the AI-powered business laptop for three weeks before its official launch.
Rather than relying on demonstrations, the company asked executives from finance, telecommunications, and retail to incorporate the laptop into their daily work before sharing their impressions during the product launch at Okada Manila.
Business leaders put ExpertBook Ultra through everyday workloads
Among those who participated was Lito Villanueva, Executive Vice President and Chief Innovation & Inclusion Officer of RCBC, who said the device balanced advanced capabilities with ease of use.
“The best technology should make people feel more capable, not more overwhelmed. The ExpertBook Ultra brings powerful features—from AI performance to enterprise-grade security—into a device that still feels simple and practical to use,” Villanueva said.
Other executives highlighted different aspects of the laptop based on their day-to-day workflows.
Jacqueline Gutierrez, Co-Founder and CEO of Happy Skin Cosmetics and BLK Cosmetics, emphasized reliability, saying she values devices that “do their job” without unnecessary complications.
Meanwhile, Dindo Marzan, Senior Vice President and Head of the SME Business Group at Converge ICT Solutions, pointed to the laptop’s responsiveness and performance, noting that it keeps pace with the demands of fast-moving business operations.
Panel discussion focuses on AI and the future of work
The executive testimonials were followed by a panel discussion featuring Villanueva, Marzan, broadcast journalist Rico Hizon, and actress and entrepreneur Gabbi Garcia.
The discussion explored how artificial intelligence is changing workplace productivity, the evolving expectations of business professionals, and the role AI-enabled devices will play in the future of Philippine enterprises.
The session formed part of ASUS’ broader presentation of the ExpertBook Ultra, which the company positions as its flagship Copilot+ PC for executives and enterprise users.
ASUS names Gabbi Garcia and Rico Hizon as campaign ambassadors
ASUS Business Philippines also introduced a new marketing campaign featuring both Gabbi Garcia and Rico Hizon as ambassadors for the ExpertBook Ultra.
The pairing brings together personalities from two of the country’s major broadcast networks, with ASUS positioning them as representatives of different generations of Filipino professionals.
Garcia, who has previously worked with ASUS, returns for the company’s latest commercial campaign, while Hizon brings decades of experience covering global business and financial markets through organizations including CNBC Asia, BBC News, CNN Philippines, and his current work with ABS-CBN.
The campaign reflects ASUS’ effort to position the ExpertBook Ultra beyond enterprise IT buyers, targeting professionals across industries who increasingly rely on AI-enabled laptops for productivity, collaboration, and hybrid work.
ASUS continues push into the Philippine commercial PC market
The executive testimonials and ambassador announcement complement ASUS’ broader commercial strategy in the Philippines.
During the launch, ASUS revealed plans to strengthen its presence in the enterprise computing segment as demand grows for AI-capable business laptops that combine performance, security, and portability.
With the ExpertBook Ultra serving as the flagship of its commercial lineup, ASUS is aiming to appeal to executives, business leaders, and professionals looking for devices built around modern AI-powered workflows rather than traditional office computing.
