“Check how the Director General reacts when I speak.”
Just before a video conference with my supervisor, I give a command to the PC artificial intelligence (AI) system, and the PC automatically analyzes the supervisor's expressions and behaviors, providing feedback.
“The Director General is not following your words right now. Please speak a little more slowly and loudly.”
After receiving such feedback and changing the way of speaking, the PC says, “Now the supervisor understands what they are trying to say in response to your words.” There are several speakers and cameras in the conference room, but the PC and the conference room itself are connected, automatically linking to the most suitable device every time a video conference is held.
Enrique Lores, the CEO of HP, attended the 'HP Amplify Conference 2025' held in Nashville, Tennessee, on the 18th (local time), declaring a strategy to connect all devices with 'edge AI' (AI that processes data on devices used by individuals rather than large computers). The above case is a technology currently being developed by HP, which aims to apply edge AI to all its products, not just PCs, allowing devices to operate automatically according to user situations.
CEO Lores noted, "With the emergence of low-cost, high-performance AI models like DeepSeek, it has become clear that devices can utilize AI without being connected to the cloud," adding, "Executing large language models (LLM) natively within all of HP's products is our strategy." Processing AI data on devices enhances security as data is not stored in the cloud, enabling faster access to AI at a lower expense. HP has its own AI support system, 'AI Companion,' which allows generative AI chatbots to be utilized directly on the devices.
◇ AI integrated into gaming PCs, printers, and more
This is the first time HP has invited global HP customers and retailers to the Amplify event, which was previously conducted for its partners, revealing more than 80 products and services. The Amplify 2025 event was held on a larger scale than ever, with over 2,000 multinational IT industry professionals, media, and analysts attending from the U.S., Europe, South America, Japan, and South Korea to share HP's business vision and experience new AI products.
At this event, HP emphasized that it is accelerating the application of edge AI across all product lines, including currently sold laptops, computers, printers, workstations, and gaming PCs. For example, new printer products offer an option for AI to extract only the essential content when printing complex website screens.
AI has been extensively integrated into gaming PCs as well. Even without knowing how to play the game, AI provides coaching like a tutor. Additionally, based on millions of data collected from the HP gaming platform, AI automatically optimizes settings across hundreds of game settings, including device and operating system configurations tailored to specific games.
The AI PC lineup, first introduced last year, has been expanded to the largest scale in the industry this year. Alexander Thatcher, Senior Director responsible for the AI PC experience at HP, said, "HP's flagship enterprise laptop, the EliteBook 8, has been completely redesigned for AI architecture, transforming it into a new AI PC," and noted that it applies a neural processing unit (NPU) with a maximum of 50 TOPS (trillions of operations per second), improving power efficiency by twofold and accelerating AI image generation speed by 43 times. This laptop can perform real-time translations in 40 languages even without an internet connection.
◇ “Corporations must respond swiftly to AI and geopolitical changes for survival”
CEO Lores explained that HP is changing its product development approach to survive in the AI era. He said, "In an era where everything is interconnected through AI, we cannot focus solely on individual category businesses; we must develop products with an emphasis on the overall portfolio," adding that "HP is making changes from the product development stage to provide a consistent AI usage experience across any device, including PCs and printers.”
Diversifying the supply chain is also part of HP's survival strategy. CEO Lores stated, "Geopolitical changes are causing disruptions in the industry comparable to AI," explaining that the long-standing globalization model is breaking down and shifting to a localization model. HP has proactively moved its production bases from China to Mexico, India, Thailand, and Indonesia, and is currently expanding production facilities in the U.S. CEO Lores noted, "HP has started its supply chain diversification efforts three years ago, gaining a competitive advantage," adding that in the future, corporations will adopt production models designed locally to meet specific regional demands.