ITRI TODAY Fall issue 2024

Dr. Lisa Su: Transforming AMD and the Tech World

At COMPUTEX 2024, a keynote speaker stood out vividly in a striking pink blazer amidst a sea of dark suits. Her presence exuded authority; her determined eyes and warm smile showcased her professional confidence as a corporate leader. This is Dr. Lisa Su, Chair and CEO of Advanced Micro Devices (AMD), known throughout the tech industry as the “Queen of Semiconductors.”

Named one of the world’s greatest leaders by Fortune and listed among the world’s 100 most powerful women by Forbes, Su has firmly established herself as a prominent figure in the semiconductor industry. Under her leadership, AMD, the world’s fourth-largest semiconductor company, has seen its stock price soar, with market capitalization exceeding US$200 billion, underscoring Su’s influence.

The Great Turnaround

Su’s journey to becoming the first female Taiwanese-American CEO of a publicly listed American semiconductor company is no coincidence. Educated at the Massachusetts Institute of Technology (MIT), she earned her bachelor’s, master’s, and Ph.D. degrees in electrical engineering. Before joining AMD, Su worked as an engineer at Texas Instruments and led numerous projects at IBM, eventually becoming Vice President of IBM’s Semiconductor Research and Development Center, which cemented her solid technical foundation and industry reputation. She later served as Chief Technology Officer at Freescale Semiconductor, honing her leadership and management skills while furthering her deep dive into advanced technologies.

In 2012, AMD faced significant challenges, with declining performance and plummeting market value. The once-mighty challenger to Intel’s dominance in high-performance processors had lost its momentum, with its stock price falling to around US$1.61, reflecting severe investor doubt. At this critical juncture, Su took on the heavy responsibility of Senior Vice President and General Manager at AMD. Her outstanding performance led to her promotion to President and CEO in 2014.

Embracing Challenges with Open Communication

With Su’s technical expertise, market insight, and management skills, she swiftly implemented a series of bold reforms upon taking office. She incorporated external perspectives, vigorously promoted R&D, and empowered employees to tackle the most challenging tasks, focusing on high-performance computing and graphics technologies. The launch of the highly acclaimed EPYC and Ryzen series processors not only restored market confidence in AMD but also posed a significant challenge to competitors.

Beyond driving technological innovation, Su demonstrated her unique management style and leadership charisma. She often participates in roadmap meetings and reads online forums to gauge user feedback on AMD products. Her ability to articulate a compelling corporate vision, extensive technical knowledge, and deep customer relationships have won over employees, rekindling their ambition through open communication.

“I always believed we could turn things around, but you have to be very patient in the tech world,” Su recalled in an interview about her efforts to transform AMD. Her tone was calm, but her vision was bold. Over the past decade, AMD has experienced strong growth, with 2023 revenue exceeding US$22 billion, demonstrating its formidable competitiveness in AI and high-performance computing.

Strengthening Taiwan Ties

Born in Tainan and emigrating to the U.S. at age three, Lisa Su holds a deep affection for her birthplace. Her father, a statistician, and her mother, who ran her own business, fostered an environment that encouraged scientific exploration from a young age. Childhood activities like dismantling her brother’s toy cars and participating in various science activities planted the seeds for her future in engineering.

Her parents’ high standards in academics and personal conduct instilled in her values of hard work, self-challenge, and honesty. Choosing MIT for her higher education, Su fully embraced her passion for innovation in the semiconductor lab.

“My parents always told me that nothing is impossible with hard work. These words gave me the courage and perseverance to face difficulties,” Su reminisced. At that time, semiconductors were not the hottest field, nor were they widely considered exciting. Yet, with her parents’ teachings, Su thrived during her time at MIT.

Su maintains a strong connection to Taiwan, frequently participating in local events and promoting AMD’s investments in the region. She also arranges visits to suppliers across Taiwan whenever possible. These efforts deepen her collaboration with Taiwan’s chip design sector, empowering local manufacturers to produce AI servers and enhance the supply chain.

Su views Taiwan as an integral part of the global semiconductor ecosystem, highlighting Taiwan’s pivotal role in talent, innovation, and culture within the global semiconductor industry, and sees integrating supply chain partners as essential for the complex technologies of the future.

Daring to Change the World

With over 30 years in the semiconductor industry and marking her 10th year leading AMD, Su reflects on AMD’s future with pride. “I am proud that we have truly changed the world, and I believe the next decade of technological advancements will be even more exciting,” she said.

In her 2023 commencement speech at National Tsing Hua University in Taiwan, Su urged students to “follow your passion and allow yourself to believe you can change the world.” She added, “The harder the problem, the more you can make a difference.”

Lisa Su’s journey, fueled by her dedication to innovation, embodies the essence of daring to dream and relentless perseverance. Her commitment to excellence continues to inspire and shape the future of technology.