The firm’s record-setting second quarter revenue has been fuelled by a combination of the AI buzz and the regular PC upgrade cycle.

According to DigiTimes, MSI’s motherboard unit shipments have surged thanks to strong demand for AMD’s X870 and Intel’s Z890 platforms.

The company’s boards have earned praise for solid thermal performance and eye-catching aesthetics, helping it claw market share from ASUS and ASRock. Budget-friendly offerings like the MAG B850M Mortar Wi-Fi are also playing a part in broadening MSI’s reach.

Notebook shipments are on the rise, with MSI forecasting 2.55 million units to be shipped in 2025. The company took a hit from US tariffs earlier, but recent earnings results show it has bounced back hard with strong H1 numbers.

MSI is now eyeing the AI server market, rolling out enterprise-grade kit like the Nvidia MGX AI servers and custom deployments of the DGX Spark supercomputer. It’s all part of a broader push to ride the AI hype wave while building a solid foothold in enterprise computing.

Its GPU business is looking healthy, with five million units shipped and market share now level with ASUS. To keep the momentum going, MSI plans to scale up production and open new facilities in the US to better meet demand across its product lines.