AMD wants to hit NVIDIA. Lisa Su is going to Korea in person

AMD is preparing an important move in the Asian supply chain for AI. According to Korean media, the company’s president, Lisa Su, is scheduled to arrive in South Korea on March 18. Meetings with representatives of Samsung and Naver are planned, and the talks will focus on HBM memory, infrastructure for artificial intelligence and further cooperation in data centers.

This is not an ordinary courtesy visit. Today, AMD is number two in the AI ​​accelerator market, but it is still clearly inferior to NVIDIA. Therefore, the company needs not only powerful systems, but also stable access to key components, especially high-bandwidth memory. That is why Samsung is so important, as it is one of the most important producers of HBM, DRAM and NAND in the world.

According to reports, Lisa Su is scheduled to meet, among others, with Samsung Chairman Jay Y. Lee and Naver CEO Choi Soo-yeon. The stakes are high for AMD. The growing demand for AI infrastructure makes access to modern memory one of the key factors. Media in Korea indicate that talks with Samsung may concern both increasing HBM supplies for AMD accelerators and broader cooperation in the area of ​​semiconductor production.

The thread related to Naver promises to be no less interesting. The Korean giant is developing its own AI and cloud services, and at the same time wants to reduce dependence on NVIDIA. In this context, AMD may become an important hardware partner for the company. Reuters reports that the scope of the talks will include, among others: increasing the supply of chips to data centers, developing sovereign AI infrastructure and cooperation on next-generation technologies.

The whole matter also has a clear image and strategic dimension. The visit is scheduled to take place in the same week as GTC 2026, NVIDIA’s most important annual conference. It’s hard to consider this a coincidence. With the industry’s attention focused on its rival, AMD can show that it is building its own front of cooperation with some of the most important players in Asia.

For Samsung, such talks may also be important. The Korean company is already strongly present in the race for AI memory, but further contracts with AMD would allow it to further strengthen its position. If the reports are confirmed, Lisa Su’s March visit may be more than just a meeting of business partners.