AMD’s Anjana Srinivasan: ‘I look forward to learning from the diversity of our markets’

Semiconductor giant’s new head of EMEA Commercial Channel talks to CRN about her role, future plans, and the importance of partnership, DEI and sustainability

Earlier this year, Anjana Srinivasan was announced as AMD’s new head of its EMEA commercial channel business.

With an impressive channel career already behind her, including her previous role as device partner sales field lead at Microsoft, Srinivasan shares her plans for her latest role, talks about AMD’s sustainability and DEI commitment, and gives some valuable advice to people just starting out in their careers.

Q: What does it mean to you to get this role?

I'm incredibly honoured to step into this role. AMD’s bold vision of tackling some of the world’s most complex challenges is deeply inspiring to me, and the opportunity to contribute to a company that is not only shaping the future of technology but also making a meaningful global impact is truly exciting.

Working under the leadership of Stephanie Dismore, senior vice president of EMEA sales at AMD is equally motivating—she exemplifies visionary leadership and a commitment to excellence that I admire.

The potential ahead for AMD is immense. From our legacy in components and consumer technology to the transformative possibilities in AI, GPUs, and beyond, it’s a thrilling time to be part of this journey.

Q: What will you bring to this role?

I feel incredibly privileged to step into this role at such a pivotal time for AMD and the industry. My journey with the UK channel has shown me the power of genuine collaboration, trust, and shared ambition, and I’m excited to bring that same spirit to the broader EMEA region.

What makes this opportunity truly special is the chance to help bring AMD’s world-class technology and innovation into the channel. I’m proud to be part of a company with such extraordinary capabilities, and I see my role as helping to translate that strength into meaningful, long-term value for our partners.

I believe in leading from the front, being present, listening closely, and working side by side with our most strategic partners to unlock new growth.

As we look ahead to the next wave of innovation, particularly in AI and accelerated computing, we’ll ensure our channel strategy, programmes, and organisation are equipped to lead and evolve with the market. We want to be the partner of choice across CPU, GPU, and beyond, by making it easier and more rewarding for our partners to grow with AMD.

I look forward to learning from the diversity of our markets and building strong, local partnerships that reflect the unique needs and opportunities of each region. I’m a firm believer in learning, adapting, and always striving to do better, for our partners, our teams, and the customers we serve together.

Q: What have been the first things you have done since taking the role and what are your plans going forward?

Since stepping into the role, my priority has been to connect with our teams across EMEA and with our partners in-market. The region is incredibly diverse, and it’s important to me that we approach each market with both curiosity and deep respect for its unique dynamics and strengths.

Another key focus has been collaborating across AMD to help shape a world-class commercial channel go-to-market strategy. There’s already a lot of great work underway, and it’s a fantastic time to be at AMD. There is real momentum, and I’m excited to help land that strategy with our incredible partner ecosystem.

And of course, I’ve been diving deep into our product portfolio. AMD offers a powerful lineup of products that help businesses and consumers get more done, faster and more efficiently on the datacentre and client side.  With increasing adoption across industries, AMD is clearly on the rise. Now it’s about amplifying that innovation & taking it to market with our channel partners in a way that drives value for both our partners and customers.

Q: How important is sustainability to you and AMD?

With the demand for artificial intelligence exploding, the energy demands are dramatically increasing as well, so delivering the benefits of HPC and AI with great efficiency is the focus for AMD. In a multi-decade effort to advance energy efficiency across our computing platforms, we have marked our third major milestone, achieving our goal of delivering 30x energy efficiency by 2025.

Not only did we meet the goal, we beat it, achieving a 38x increase in node-level energy efficiency for AI-training and HPC, which equates to a 97 per cent reduction in energy for the same performance compared to systems from just five years ago. As I say, this is a multi-decade effort and we’re not stopping here. We have just announced a new 2030 goal to deliver a twentyfold increase in rack-scale energy efficiency from a 2024 base year, enabling a typical AI model that today requires more than 275 racks to be trained in under one rack by 2030, using 95 per cent less electricity.

Improving energy efficiency is just one element of sustainability, and we have several goals that we are working towards.

Earlier this year, AMD was also awarded the Gold Medal sustainability rating by EcoVadis, ranking us in the top five per cent of more than 130,000 global companies assessed in the past 12 months. The EcoVadis Sustainability Assessment evaluates a company’s ESG performance using a globally recognised methodology. As a company, we strive to integrate corporate responsibility priorities into everything we do.

Q: How important is it for companies to keep focusing on DEI?

As the high performance and adaptive computing leader, AMD works to recruit and retain the most impassioned people on the planet, creating a community where everyone feels valued and supported. This inclusive culture fuels creativity, innovation, and collaboration.

We intentionally grow our global team to include as many unique voices as possible, while fostering an inclusive and equitable workplace where everyone belongs, can contribute to our exceptional product offerings, and deliver strong business results.

Q: What trends do you see happening in the IT industry and channel over the next few years?

One of the most transformative trends on the horizon is the widespread adoption of AI, from cloud to client to edge. This shift is poised to redefine how the IT industry and channel operate. A recent IDC survey highlights this acceleration, with 82 per cent of IT decision-makers planning to invest in AI PCs by the end of 2025. This momentum signals a significant evolution - AI PCs are no longer just a technological upgrade; they’re quickly becoming a strategic necessity for organizations aiming to remain competitive in an increasingly AI-driven economy.

AI PCs are revolutionising the way businesses handle AI workloads, offering a powerful complement, or even alternative, to cloud-based solutions. By enabling real-time, on-device AI capabilities such as automated content creation, intelligent data analysis, and streamlined workflow management, businesses can reduce dependency on the cloud. This localised processing not only boosts performance but also enhances data privacy and control.

This evolution empowers the channel to deliver more responsive, efficient, and secure solutions, aligning with the increasingly complex demands of modern digital transformation efforts.

Q: Are there any new partners that you want to work with?

Absolutely. This is a very exciting time for AMD, and we’re actively looking to expand our partner ecosystem.

AMD has evolved from being known primarily for components to becoming a leader in high-performance computing, AI, and GPU technologies. That evolution opens new opportunities to collaborate with a broader range of partners, especially those who are aligned with where the market is heading and who are excited to innovate with us.

As we build a channel organisation that’s fit for the future, we’re especially interested in working with partners who are leaning into AI, datacentre, and next-gen client solutions. Whether it’s established players or emerging innovators, we’re open to new conversations and new possibilities.

And on that note, I’m also in hiring mode! We’re growing our channel team, and I’d love to hear from talented individuals who are passionate about technology, partnerships, and building something meaningful together.

Q: What would your message be to people who are at the start of their career or who are struggling to believe in themselves?

Take the first step. When we are at the bottom of the mountain, it looks hard to get to the top. But taking it in one step at a time is what really works.

Growing up in a humble home in the south of India, I had no idea I would ever have a job, much less work for the incredible companies I have had the privilege of working for. If I was told then that I would be here now, I would have not believed you and been daunted.

But here I am, and it happened one step at a time. Every step involved saying YES to something that’s not that obvious and trusting myself to push myself and grow just a little bit at a time.