Cebu City, Philippines — AI is changing the way we work, and businesses in Cebu are becoming part of that shift.
That was one of the things that stood out during the ASUS ExpertBook Ultra Grand Launch in Cebu, held September 7 and 8 at NUSTAR Resort Cebu.
After its Manila debut in July, ASUS Business Philippines brought its flagship AI business laptop closer to companies and professionals in the Visayas, followed by a Davao launch on September 11.
More than 1,000 business leaders, IT decision-makers, partners, clients, and members of the media attended the Cebu and Davao events, showing the growing interest in AI-powered technology outside Metro Manila.
And for those of us here in Cebu, it was a good opportunity to see what ASUS is bringing to the table for today's business users.
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(From left to right): Marro Ventura, National Sales Manager; Francis Avila, Head of Commercial; Rico Hizon, ASUS Business PH Brand Ambassador, Veteran Broadcast Journalist & Business Consultant; Jolla Valencia, Channel and Territory Account Sales (Visayas); and Liang Chen, Country Product Manager of Commercial Notebook) |
A Business Laptop That Puts AI at the Center
The ASUS ExpertBook Ultra is positioned as ASUS Business' flagship AI PC, designed for professionals who need more than just a laptop for emails, documents, and video calls.
It combines portability, performance, security, durability, and AI capabilities in a remarkably slim package.
The laptop weighs as little as 0.99kg and measures only 10.9mm thin.
For someone who travels frequently for work, attends meetings in different locations, or simply doesn't want to carry a heavy laptop every day, that lightweight design immediately stands out.
But the ExpertBook Ultra isn't just about being thin and light.
Under the hood, it can be configured with up to an Intel® Core™ Ultra X9-388H processor, with an NPU capable of up to 50 TOPS and up to 180 total platform TOPS.
It also comes with Intel® Arc™ B390 graphics, up to 64GB LPDDR5x memory, and up to a 2TB PCIe® 5.0 SSD.
In simple terms, ASUS is putting serious processing power into a laptop that is small enough to bring almost anywhere.
A Display Made for Work and Everything In Between
The ExpertBook Ultra features a 14-inch Tandem OLED display with a WQXGA+ resolution of 2880 x 1800 and a 16:10 aspect ratio.
It has an anti-glare touchscreen protected by Corning® Gorilla® Glass Victus® and Gorilla™ Matte, with brightness reaching up to 600 nits and up to 1,400 nits HDR peak brightness.
For business users, that means having a screen that can handle presentations, spreadsheets, content creation, video calls, and other everyday work while still giving you a high-quality viewing experience.
Built for People Who Are Always on the Move
One of the biggest challenges with business laptops is finding the balance between portability and performance.
The ExpertBook Ultra tries to solve that with its compact design while still offering features intended for demanding professional use.
ASUS says the laptop can provide up to 26 hours of battery life, depending on configuration and usage.
It also carries military-grade durability, which is particularly relevant for professionals who are constantly bringing their laptops between the office, home, airports, hotels, and meetings.
Because let's be honest, a business laptop isn't always sitting safely on a desk.
Sometimes it goes into a backpack, gets moved around all day, and becomes your office wherever you happen to be.
Security Is Also a Big Part of the Package
For businesses, performance is only one part of the equation.
The ASUS ExpertBook Ultra comes with a range of business-focused security features under ASUS ExpertGuardian, including compliance with NIST SP 800-193.
It also includes an ASUS Security Processor, dual self-healing BIOS ROM, discrete TPM 2.0, Microsoft Pluton, match-on-chip fingerprint recognition, Windows Hello IR, a physical webcam shield, and chassis intrusion alerts.
These features are designed to give businesses additional layers of protection, particularly for professionals handling company information and other sensitive work data.
ASUS MyExpert and the AI Experience
The ExpertBook Ultra is also a Copilot+ PC, bringing AI capabilities directly into the PC experience.
One of the ASUS features highlighted is ASUS MyExpert, which is designed to support users with AI-powered business functions.
This is where the ExpertBook Ultra becomes more than simply a powerful and portable laptop.
As AI becomes increasingly integrated into everyday work, having dedicated processing through an NPU can help support AI workloads without relying entirely on cloud processing.
For businesses looking at AI adoption, having the hardware ready for these newer applications can also be an important consideration.
Rico Hizon Leads the Cebu Launch
The Cebu launch had a familiar face at the center of the program.
Rico Hizon, ASUS Business Philippines Brand Ambassador, veteran broadcast journalist, and business consultant, served as the host alongside co-host Andi Pateña-Mateu.
With 38 years of experience covering major business stories, Hizon brought a perspective that connected technology with the realities of today's business environment.
The event also featured a special "Murphy's Law" video with ASUS ambassadors Gabbi Garcia and Rico Hizon, putting the ExpertBook Ultra through a series of unexpected challenges to demonstrate its durability and resilience.
Because when it comes to business, things don't always go according to plan.
More Than Just a Product Launch
The Cebu event wasn't simply about unveiling a new laptop.
The program included an Expert Class Forum, sales training, product demonstrations, and a look at ASUS Business' product roadmap and upcoming programs.
Guests also experienced live durability demonstrations, performances, networking, and a Gala Night.
The Cebu launch alone welcomed more than 600 attendees, while the Davao leg gathered more than 500.
For ASUS Business Philippines, bringing the ExpertBook Ultra to Cebu and Davao is also part of making enterprise-grade technology more accessible to businesses in the regions.
Cebu, in particular, continues to be an important business hub in the Visayas, with companies and professionals increasingly relying on technology for communication, operations, productivity, and growth.
ASUS ExpertBook Ultra Price in the Philippines
Despite price increases across the PC market, ASUS is keeping the introductory price of the ASUS ExpertBook Ultra at ₱129,995.
And there is currently an additional offer for those planning to purchase one.
Upgrade and Save Until October 18, 2026
Until 11:59 PM on October 18, 2026, customers can get:
The promotion is available exclusively through the official ASUS ExpertBook Stores on Shopee and Lazada.
DTI Fair Trade Permit No. FTEB-266989, Series of 2026.
ASUS ExpertBook Ultra Specifications at a Glance
Feature | ASUS ExpertBook Ultra |
Processor | Up to Intel® Core™ Ultra X9-388H |
NPU | Up to 50 TOPS |
Total Platform TOPS | Up to 180 TOPS |
Graphics | Intel® Arc™ B390 |
Memory | Up to 64GB LPDDR5x, 8533 MT/s |
Storage | Up to 2TB M.2 PCIe® 5.0 SSD |
Display | 14-inch Tandem OLED, 2880 x 1800 |
Aspect Ratio | 16:10 |
Brightness | 600 nits, up to 1,400 nits HDR peak |
Connectivity | Wi-Fi 7 + Bluetooth 6.0 |
Weight | Starting at 0.99kg |
Thickness | 10.9mm |
Battery | Up to 26 hours |
Operating System | Up to Windows 11 Pro |
Colors | Morn Grey and Jet Fog |
Where to Buy ASUS ExpertBook Ultra in the Philippines
The ASUS ExpertBook Ultra is available starting at ₱129,995 through selected ASUS Concept Stores, Villman Stores, and the official ASUS ExpertBook Stores on Shopee and Lazada.
You can check the official ASUS buying options here:
Where to Buy ASUS ExpertBook Ultra
ASUS ExpertBook Store on Lazada
ASUS ExpertBook Store on Shopee
Is the ASUS ExpertBook Ultra for You?
If your work involves constant travel, meetings, presentations, multitasking, AI-powered applications, or handling business information, the ASUS ExpertBook Ultra is designed specifically around those needs.
What caught my attention is how ASUS managed to put so many business-focused features into a laptop that starts at just 0.99kg.
It is slim enough to carry every day, powerful enough for demanding professional workloads, and equipped with security and AI features aimed at the modern workplace.
For a business laptop positioned around AI, portability, durability, and security, the ASUS ExpertBook Ultra certainly gives professionals plenty to look at.
For more information about ASUS Business and its business solutions, visit the official ASUS website or contact an authorized ASUS Business reseller.
Watch my video at the ASUS ExpertBook Ultra Launching:
https://www.instagram.com/reel/Dc_dTVHyqMq/?stkn=MTV1d29rbGZzbm5kYg==
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