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HP is stepping up its innovation efforts in the Middle East and Africa with the establishment of dedicated AI competency centres. This move comes at a time when the global AI arms race has surpassed $400 billion in investments, reflecting the growing urgency for companies to leverage artificial intelligence across industries. At its recent Future of Work event in Johannesburg, led by Ertug Ayik, HP’s VP and managing director for the EMEA region, the company laid out its strategy for driving AI adoption and delivering tailored solutions for its customers.
The competency centres will serve as collaboration hubs where HP engineers and clients can co-create use cases and pilot projects that meet specific organizational needs. This initiative aligns with the growing demand from chief information officers for practical AI applications that enhance workflows. HP is also advancing AI integration across its product portfolio, from computing and printing devices to collaboration tools, ensuring that each solution adapts intelligently to user behavior and workplace requirements.
A major highlight of HP’s strategy is its focus on transforming the role of printers and computing devices. Intelligent printers, for instance, will be able to anticipate user needs, optimize document formatting, and integrate seamlessly with digital workflows to reduce waste and enhance efficiency. The company is also working on AI-powered platforms for endpoint device management, which will help businesses boost productivity and streamline operations in the hybrid work era. This reflects HP’s belief that AI is not replacing jobs but enabling people to perform more meaningful work by automating routine tasks.
Addressing common fears around AI adoption, Ayik drew parallels with past disruptive technologies like electricity and the internet, which initially sparked job loss concerns but ultimately created new industries and opportunities. By focusing on enhancing workplace productivity and user engagement, HP is positioning itself as a key enabler of digital transformation in the EMEA region. With a comprehensive portfolio of devices and solutions, the company is committed to ensuring that AI integration delivers real business value while empowering employees to thrive in an evolving digital landscape.
