HP Goes All In on AI: Key takeaways from the HP Amplify Conference

March 25, 2024
Article, Artificial Intelligence, Channel, Trends

At its recent Amplify Partner Conference, HP shared its bold ambitions to drive AI innovation across its PC, Print, and Workforce Solutions portfolio. Under the theme ‘Future Ready – United We Win’, HP unveiled its strategic vision for the future of work, emphasising AI and hybrid systems.

AI everywhere: PCs

Artificial intelligence (AI) took centre stage, with HP announcing an extensive portfolio of AI PCs. Powered by neural processing units (NPUs), these will allow local processing of large language models (LLMs) that currently need to run in the cloud, which will result in speed, cost, and security advantages.

HP announced a range of new AI PCs, including its HP Elite, EliteBook, and ProBook laptops; its Elite Small Form Factor Desktop PC; and a range of Z by HP mobile workstations. The HP Elite and Pro laptop devices are equipped with AI capabilities powered by Intel Core Ultra 5 and 7 processors or next-generation AMD Ryzen PRO processors. These processors have dedicated NPUs for tackling AI tasks with a more personalised performance, while ensuring a balance of performance and power for users through HP Smart Sense. In addition, HP said Poly Studio audio and Dynamic Voice Levelling, AI Noise Reduction, and automatic framing offer ‘improved, natural on-camera interaction and collaboration for a seamless user experience.’

Further, HP’s use of AI provides better battery life while enabling better video and graphics performance. Its new business PCs gain enhanced security through an enhanced endpoint security chip (ESC) that protects firmware from quantum computer hacks, as well as HP Wolf Security for Business, which protects users in the new hybrid work environment.

Print innovation

HP is promising to ‘radically redefine the printing experience’ this year, and highlighted its AI print capabilities, which include intelligently formatting documents for print and reducing the time to set up and fine-tune printers, especially industrial products.

HP also announced its Color LaserJet Pro 3000 series. Designed for customers that require high performance in a small footprint, the model is powered by energy-efficient TerraJet toner technology, which HP said enables sharper colours and faster print speeds. HP is aiming the Color LaserJet Pro 3000 series at SMBs that require a more flexible printer that can be easily set up and used in hybrid working environments and growing offices.

Managed services

HP also lifted the lid on a host of new service offerings to help channel partners build, deploy, and manage its solutions.

• HP’s Managed Device Services (MDS) is a new, fully managed PC service that includes device configuration and management, as well as on-site support, monitoring, and recommendations for fleet improvements. In addition, HP offers a suite of software, which it said can easily be added to the service.
• Enhanced Managed Print Services (MPS) sees HP upgrading its MPS portfolio with integration of software solutions. As an example, partners can add security software as a pre-bundled offering to customers. The number of available software packages is planned to increase in the future.
• A new MPS subscription is targeted at SMBs. This is an option that enables printing from virtually anywhere, with what the vendor calls, ‘a low-commitment annual subscription model’. This will launch in the US, Germany, the UK, France, Spain, and Italy in May and roll out worldwide subsequently. Additionally, HP is offering new sales toolkits to make selling managed services easier for partners.
• New, simplified support packages for HP Support Services includes Essential, Premium, or Premium+ Support. Across all of these tiers is telemetry. Pointing to its Active Care package of device protection, support, and repair services, HP stated that it can only provide suitable insights and proactive remediation to customers if it is measuring and monitoring devices, PCs, and printers.

Workforce Solutions

HP announced a range of new service offerings under its Workforce Solutions group to extend its reach into the services-led arena.

• HP Workforce Experience (WEX) platform. An AI-enabled digital experience platform. It follows last year’s launch of HP’s Workforce Central, a fleet management tool that allows IT teams to discover, configure, monitor, and manage HP devices in one location. The WEX platform builds on this by using AI capabilities to deliver persona-based recommendations, streamline hardware monitoring, capture employee sentiment, reduce TCO, automate tasks, and strengthen security. For example, WEX can deliver personalised technology recommendations based on individual employee usage patterns and requirements, improving the traditional PC refresh cycle. HP said WEX will also soon be able to monitor endpoints across a range of operating systems and devices – including computers, peripherals, printers, and videoconferencing equipment – regardless of brand or manufacturer. HP also intends to integrate Microsoft’s Copilot for Security with WEX to help enhance uptime for users’ devices.
• Advanced Compute Solutions: AI Creation Center. HP also revealed that NVIDIA NGC libraries will be integrated into the Z by HP AI Studio, helping accelerate data preparation and processing work that forms the foundation of generative AI (gen AI) development. HP said the integration of NVIDIA AI software and accelerated GPU compute will enable data scientists to process data in minutes rather than hours. Integration to NVIDIA NGC also provides access to a portal of solutions and aids to speed AI usage and development.
• HP’s Renew programme. HP Renew enables customers to buy refurbished PCs that undergo a rigorous refurbishment process and are tested extensively and inspected to ensure optimal performance and reliability. These devices are backed by a one-year limited warranty. HP also offers a device-as-a-service (DaaS) or managed device option in which customers can lease refurbed devices. Additionally, a device lifecycle extension sees HP bringing used devices back to peak performance, with a new battery, memory upgrade, or wiping of the unit providing longer device usage. HP is currently recruiting HP Renew Certified Partners to perform these services.

Channel partner training

Continuing the momentum around AI, May 2024 will see the debut of the industry’s first role-based AI training and certification programme for channel partners.

• HP’s Future Ready AI MasterClass, powered by HP University, will cover a range of topics to help partners educate and advise customers on the right AI products and solutions for their needs. HP is working with NVIDIA to develop the initial series of advanced training modules, with collaboration involving further Alliance Partners flagged for the future.
• HP Growth Plays. Also scheduled for May, HP will launch the first of its ‘Growth Plays’ for partners – a new programme built around HP’s growth categories. In line with the theme of AI, HP highlighted a Growth Play focused on AI Data Science. Additional Amplify Growth Plays will include Digital Services, Video Collaboration, and Active Care Services.
• HP Amplify Impact. HP will also extend its partner sustainability assessment and training initiative, HP Amplify Impact, to distribution partners and nearly 50 countries.

Quocirca opinion

HP is making strong efforts to be a first mover in the AI environment. It is creating a strong and compelling solutions portfolio to help organisations accelerate their AI initiatives, while also driving efficiency within their organisations. HP’s extensive AI-enabled PC portfolio will appeal to customers that are considering a Windows 11 technology refresh, and the company is certainly relying on this to boost sales of its new devices, which also have enhanced security and sustainability features over predecessors.

From a print perspective, AI is still at the nascent stage. Quocirca’s AI research has shown that the top requirement around AI and print is workflow automation and security. HP should consider the application of AI beyond the functionality of reformatting and customising printed documents. Extending functionality to document security and content analytics, can deliver increased value for companies, particularly those for which security is top of mind.

The challenge for all technology vendors is to ensure that products are not rendered obsolete in the rapidly moving AI landscape. With HP’s strong focus on sustainability, it will need to ensure that its approach can balance the potential efficiencies of running AI locally with both the challenges of securing and monitoring AI usage and the environmental implications, which are complex whether in the cloud or on a device.

As HP’s channel becomes more familiar with its AI offerings, we can expect to see more third-party AI solutions become part of the overall offering. This can only be to HP’s – and therefore the customers’ – benefit: a new dynamic ecosystem around AI is required to ensure that AI is covered as a fully integrated, holistic platform.

Find out more by checking out Quocirca’s interviews and event highlight videos.