In today’s AI boom, applications like ChatGPT and Gemini dominate headlines. These polished interfaces capture the public imagination, often becoming the face of artificial intelligence for mainstream audiences. But behind each seamless interaction lies a vast, unseen network of systems that make it all work.
The infrastructure that powers modern AI, including servers, semiconductors, memory, and cooling systems, was the focus at Computex 2025 in Taipei. More than a product showcase, the event served as an open house into the foundational technologies that enable artificial intelligence. For communications leaders, it was a valuable opportunity to surface stories that are often overlooked but critically important.
Over the past three years, Computex has evolved from a PC-focused expo into one of the world’s most comprehensive exhibitions of AI-enabling technologies. This year, that shift was clear. While Silicon Valley continues to focus on AI’s front-end experience, Computex tells the story of how that experience is made possible through engineering, integration, and innovation taking place behind the scenes.
Infrastructure laid bare
Visitors expecting humanoid robots mimicking human behavior were instead greeted by a striking display of exposed pipes, cooling loops, and compact compute racks. It was a clear signal that real AI advancement is being driven by infrastructure, not spectacle.
Walking the show floor revealed the orchestration behind AI’s surface. From processors and memory systems to power efficiency and edge deployments, Computex makes one thing clear: no AI use case exists without the physical technologies that enable it. Actions may feel effortless in the cloud, but they are grounded in physics, hardware, and systems integration.
While the show has always had a hardware focus, we have seen a notable shift in how these technologies are now communicated. Storytelling is becoming more strategic and outcome driven. The Hoffman Agency Taiwan team supported clients across a range of technologies this year, including servers, SSDs, displays, and Copilot+ PCs. We helped turn complex product features into narratives that connect with media and customers.
Details and context matter: key takeaways for storytellers
- Compelling hardware stories highlighted the end result: The most impactful narratives at Computex focused not on component specifications, but on the outcomes those components enable. A cooling solution becomes newsworthy when it allows for the training of more effective AI models. A new chip architecture matters when it reduces costs or accelerates time-to-market. These types of stories resonate because they provide a clear look into the real-world impact of engineering work. They also align with principles from The Hoffman Agency’s Periodic Table of Business Storytelling, particularly the “Sausage Making” element, which emphasizes the value of revealing the internal process behind breakthrough technologies, helping audiences understand how great outcomes are achieved.
- People want to see, feel and talk in-person: In a world with plenty of experience of remote-first engagements, physical presence is still king for B2B technology, especially as hardware stories are fundamentally tactile. They are best conveyed through product demos, live briefings, and in-person interactions. The growing number of press events, media tours, and VIP mixers at Computex this year reflects how relationship-building remains vital, especially in Asian business culture. For communications teams, in-person engagement is an indispensable part of successful brand storytelling.
- The Ecosystem narrative stands out: Companies that presented themselves as part of the broader AI ecosystem, rather than as isolated innovators, attracted more meaningful attention. Whether demonstrating how a storage solution improves server throughput or how a display technology supports edge inferencing, the most compelling stories highlighted collaboration, compatibility and enablement across the AI stack. These companies did not just demonstrate their own capabilities. They showed how their technologies contributed to system-level progress, offering practical value that resonates with media, partners, and enterprise buyers.
Why technical depth is a strategic asset
Computex 2025 reaffirmed an important lesson for communicators in the AI era: depth matters. Technical storytelling is not a barrier to engagement but a differentiator. The most compelling narratives are no longer limited to consumer-facing applications. They now include the chip designers, thermal engineers, and system architects who are building the foundation for what AI can become.
At the same time, these stories only work when told in clear, human language. When overloaded with technical jargon, they risk losing their audience’s attention. ‘Tech people’ are still people, after all. For technology brands, the most effective communications strike a balance between technical credibility and clarity, highlighting real-world impact through relatable voices and accessible storytelling, ideally centered around human protagonists.
The backstage of AI may not sparkle like a chatbot demo for the general consumer, but it holds the substance that moves the industry forward. Computex reminds us that when you focus on the production, not just the performance, the storytelling opportunities become both more substantive and strategic.
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