Ertug Ayik, Managing Director, Middle East and Africa at HP, in a conversation with Techitup ME, shares HP’s vision for AI in personal computing and how AI PCs are shaping the future of work
Can you talk about HP’s vision for AI in personal computing and its vision for AI PCs? How is it shaping the future of work?
66% of knowledge workers are now using AI, and those who do report being 11 points improvement in their relationship with work as per HP’s 2024 Work Relationship Index. AI is central to the Future of Work, and HP’s AI PCs are designed to meet this shift, providing the flexibility and personalization today’s workers require.
HP’s vision for AI in personal computing is to create intelligent, personalized, and secure solutions that redefine productivity, creativity, and collaboration across hybrid and remote environments. At the heart of this vision is HP’s commitment to turning the PC into more than just a utility device, it becomes a personal companion that learns from and adapts to the user’s needs.
Our AI PCs, such as the HP EliteBook X Flip G1i, HP EliteBook Ultra, and HP OmniBook Ultra Flip are made to increase productivity by using AI to optimize performance, security, and better met users’ needs. With features like AI-enhanced thermal management (Smart Sense), Poly Camera Pro for intelligent framing, and Wolf Security for advanced threat protection, we are empowering users to do their best work—anytime, anywhere.
Can you walk us through how the AI PCs adapt to users’ needs in real-time?
HP AI PCs are equipped with intelligent, context-aware features that adapt continuously to the user’s behavior and surroundings.
- HP Smart Sense monitors system performance and user patterns in real-time to adjust fan speeds, battery consumption, and processing power—optimizing for both performance and energy efficiency.
- Devices like the HP EliteBook X and OmniBook Ultra Flip use presence detection and adaptive dimming to adjust screen brightness and saving power while enhancing user comfort and privacy.
- Poly Camera Pro offers AI-powered background adjustments, automatic framing, and spotlighting to ensure users look and sound their best in hybrid meetings.
- The HP Workforce Experience Platform (WXP) provides CIOs with usage analytics and makes AI-powered recommendations to improve device performance and support individual employee needs.
- How does personalization improve productivity, especially in hybrid or remote work settings? Can they reduce digital fatigue or support heathier work habits?
Personalization is essential to enhancing productivity and well-being in hybrid work settings. According to HP’s 2024 Work Relationship Index, 87% of knowledge workers worldwide are willing to give up a portion of their salary for a more personalized and fulfilling work experience.
HP’s AI PCs are built to meet this demand by:
- Allowing users to work independently and flexibly, adapting to their unique work rhythms.
- Using AI to automate repetitive tasks, giving people time for creative and strategic projects.
- Enhancing video and audio clarity with tools like Dynamic Voice Leveling and Poly DirectorAI, which minimize meeting fatigue and promote effective communication.
These innovations contribute directly to better work-life balance, as 60% of AI users in the WRI reported improvements in that area.
How do you see AI PCs transforming how people work, learn, and collaborate in the next 3–5 years?
Over the next few years, AI PCs will become even more essential to daily work, learning, and collaboration by providing:
- Hyper-personalized digital experiences that adjust to individual preferences across all generations, from Gen X to Z.
- Unified communication tools that guarantees seamless collaboration in hybrid environments, such as AI-powered video, audio, and transcription features from HP Poly.
- AI-assisted performance monitoring and predictive support through the HP Workforce Experience Platform, allowing smarter device management and user support.
This evolution will help unlock greater emotional involvement with work. As our data shows, 68% of knowledge workers believe AI opens new opportunities better live and understand their work.
Demands of modern workforce can be extensive, are AI PCs equipped now to deliver and how securely can they perform?
HP’s AI PCs are engineered to meet and exceed the complex demands of the modern workforce.
- Devices like the HP EliteBook X Ultra and OmniBook Ultra Flip deliver top-tier performance with up to 64GB RAM, AI-optimized CPUs/NPUs, and AI-assisted content generation.
- On the security front, HP leads with HP Wolf Security, including onlooker detection, self-healing BIOS, and quantum hack protection through the HP Endpoint Security Controller.
- AI PCs also include McAfee Smart AI Deepfake Detector, offering fraud protection for video communication and content integrity.
Our AI PCs are designed not only to enhance productivity, but also to protect sensitive data across varied environments, which is essential in today’s remote and hybrid scenarios.
How is HP ensuring these devices stay relevant as AI rapidly evolves? Is there an upgrade or service ecosystem in place?
HP is deeply invested in ensuring its devices remain future-ready as AI technology evolves.
- The Workforce Experience Platform analyzes device usage and proactively recommends hardware and software upgrades, extending device relevance and reducing IT costs.
- HP’s AI-powered fleet management tools and smart diagnostics reduce downtime, boost efficiency, and offer a seamless support ecosystem.
- Through our Managed Services and HP Partner Portal, we empower our partners and clients with training, updates, and custom support packages.
- HP is also expanding access to beta features, ensuring customers benefit early from AI advancements in areas like device performance, cybersecurity, and printing solutions.
By embedding AI across the lifecycle, from hardware to support, we ensure businesses are equipped with tools that evolve aligned with the industry, ready for the future of work.
