The Future is Fusion
Latterly Fusion has come to signify a lot more to AMD. Under new marketing boss, Nigel Dessau, AMD has incorporated the term into its core identity - even changing its motto from "Smarter Choice" to "The Future is Fusion" - and it keen to convince the world that Fusion pretty much sums up what it's all about.
As we realised from talking to some execs in Austin this isn't just a product-led thing, but also a cultural one, with Fusion used to describe a new, more seamless, way of doing business. It all gets a tad woolly at this stage and you start to wonder if AMD has perhaps invested too much in one word, especially when you realise that it's also the name of a range of software utilities.
The first of these is the Fusion for Gaming Utility - a piece of software that allows you to easily turn off superfluous applications on your PC when you plan to use it for gaming. The point of this is to make the maximum resources available and thus improve gaming performance.
We also understand that AMD plans to extend this concept to other usage models, such as multi-media and battery saving, all under the Fusion banner.
