uk.superbrands.com Superbrands UK Vol. 22 Founded in 1969 as a Silicon Valley start-up, the AMD journey began with a focus on leading-edge semiconductors. For more than 50 years AMD has driven innovation in high-performance computing, graphics and visualisation technologies – the building blocks for gaming, immersive platforms and the data centre, with the aim of accelerating next generation computing experiences Market AMD is a leading technology company that operates in more than 35 locations worldwide and has over 14,000 employees globally. It develops technology that makes the future possible, with a culture of bold technology bets, ambitious product roadmaps, deep partnerships and excellence in execution. As artificial intelligence, data centres, 5G technology, IoT, and autonomous vehicles are rapidly growing, AMD is perfectly positioned to match this growing demand for high-performance computing solutions. Understanding its partners’ goals and sharing their visions is critical to how it operates. These partners come from diverse sectors spanning motorsports to cloud computing, entertainment to healthcare, education to cutting-edge research institutions. The global pandemic necessitated the rapid acceleration of digital transformation in businesses, governments, schools and the home. It is now clearer than ever that high-performance computing is essential to our daily lives – how we work, learn and connect with each other. AMD high- performance computing products now power many of the most important cloud services enabling digital transformation, supporting billions of people around the world every day. AMD EPYC ™ powers the world’s leading cloud companies; from Amazon to Alibaba, Google, IBM, Microsoft, Oracle, and Tencent. Furthermore, billions of users around the world rely on AMD EPYC™-powered services including Microsoft 365 and Teams, Dropbox, Tencent Meeting, Twitter and Zoom. AMD also powers major gaming consoles such as the Microsoft ® Xbox Series X, Microsoft ® Xbox Series S, Sony PS5, Nintendo Wii U, and the Atari VCS ™ . In 2020, AMD announced that El Capitan, the upcoming exascale class supercomputer at Lawrence Livermore National Laboratory (LLNL) in the US, will be powered by next generation AMD EPYC ™ CPUs, AMD Radeon ™ Instinct GPUs and open source AMD ROCm heterogeneous computing software. With delivery expected in early 2023, the El Capitan system is expected to be the world’s fastest supercomputer with more than two exaflops of double precision performance. The AMD based nodes will be optimised to accelerate artificial intelligence (AI) and machine learning (ML) workloads. Product AMD makes the world’s most powerful processors and power devices of all shapes and sizes, from supercomputers to game consoles, from always-on cloud infrastructures to laptops. The long-term relationships that AMD has with industry-leading partners gives it a deep understanding of the processing power that tomorrow will demand. This pushes it to innovate and help propel the computing industry forwards. The AMD product range is grouped into four main categories. AMD Ryzen ™ processors – AMD CPUs and APUs are designed for consumer and commercial notebook and desktop PCs. AMD Radeon ™ RX graphics – AMD GPUs are designed for gaming on various types of devices. AMD EPYC ™ – AMD CPUs designed for the data centre. AMD Instinct ™ – AMD GPU accelerators designed for the data centre. Achievements A focus on the environment and the impacts of climate change are core to AMD, with its commitments spanning operations, supply chain practices and product design. AMD sets, pursues and measures progress on bold goals. For example, in 2014, it set the AMD 25x20 Energy Efficiency Goal to improve the energy efficiency of its mobile processors for laptops 25 times by 2020. Not only was this bold goal achieved, it was exceeded. AMD also reduced its absolute greenhouse gas (GHG) emissions from AMD operations (scope 1 and 2) by 38% over the same timeframe – well ahead of its 20% goal. AMD is proud of creating a culture that drives innovation by fostering diversity, inclusion and belonging. This has been recognised with a place on Bloomberg’s 2021 Gender-Equality Index as well as being one of the Best Places to Work for LGBTQ Equality, 2021. Furthermore, in 2021, AMD secured its first ranking in Kantar’s BrandZ Top 100 Most Valuable Global Brands, securing 57th place. To accelerate Covid related research, the AMD Covid-19 High Performance Compute (HPC) Fund, established in April 2021, has donated high- performance computing resources powered by AMD EPYC ™ CPUs and AMD Instinct ™ accelerators, to key research institutions in Canada, France, Germany, India, Italy, the UK and US. With 12 Billions of users of Microsoft 365, Teams, Dropbox, Twitter and Zoom rely on AMD powered services DID YOU KNOW?