The recent HP Amplify Conference 2025 showcased a huge range of innovative new devices, products and services that HP is launching in the coming months, which it says will form the future of work.
Artificial intelligence (AI) has been the breakout technology of the past couple of years, and the practical applications for businesses of all sizes and in all sectors are beginning to become clear.
Those businesses that harness AI now could gain a competitive advantage, as the technology is set to shape the future of how we work. This assertion was front of mind at the recent HP Amplify Conference 2025, held in Nashville, Tennessee, where HP unveiled more than 80 PCs, AI-powered print tools for SMBs, and Workforce Experience Platform enhancements all built to drive company growth and professional fulfilment and shape the future of work.
“HP is translating AI into meaningful experiences that drive growth and fulfilment,” said Enrique Lores, president and CEO at HP Inc. “We are shaping the future of work with game-changing AI innovations that seamlessly adapt to how people want to work.”
Future of work
At the heart of HP’s new products is the aim to help employer and employees to become more efficient and ensure workers have a healthy relationship with their work.
This is currently a problem in many businesses; HP’s 2024 Work Relationship Index found that only 28% of workers have a healthy relationship with work. Companies and people are seeking better work experiences and new technology that can help people work faster and think more creatively are central to this.
HP has looked to harness the power of AI in its new ranges. Knowing that many customers will want to upgrade their device fleet in the coming months to Windows 11, HP has built in the latest technologies to help make work easier for everyone.
For instance, there is the HP EliteBook 8 Series, which HP has redesigned with mainstream enterprise workers in mind, delivering AI-powered productivity and seamless collaboration in a repairable and upgradeable package. With NPU options up to 50 TOPS, experience up to 224% better power efficiency and up to 43 times faster AI image generation for incredible performance gains versus previous non-NPU models.
HP also launched the HP EliteDesk 8 Series, which brings AI powerfully and securely to the company’s desktop portfolio. These devices are aimed at corporate project managers and workers who need a reliable PC that can manage demanding projects for smarter workflows and productivity. HP says this is the world’s first business desktop PC portfolio to protect against quantum computer hacks, combining high performance with lower power consumption to reduce costs.
For employees on the move, HP launched the HP EliteStudio 8 AiO G1i. Billed by HP as the world’s first commercial PC with integrated KVM ability through HP Device Switch, an employee can use the all-in-one for work or quickly plug their laptop into the AIO with a single cable to power the notebook and access all the available peripherals.
Meanwhile, the OmniBook X Series has been designed for creators who need a PC that adapts to their workflow. The range includes a 14-inch flip device to ideate and draw and clamshell 17.3-inch PC. The OmniBook 7 Series is built for users on their PC for all-day productivity for school or work. And the OmniBook 5 Series is ideal for families and students with a versatile design that’s built for streaming, light gaming and personal productivity. Devices across the consumer notebook portfolio are offered in a variety of sizes with Intel Ultra or AMD Ryzen™ processors.
Software launches
HP also launched new AI software experiences to complement the new ranges of AI PCs. Qualifying consumer and commercial devices from HP are equipped with exclusive software designed to transform how people work.
This includes the HP AI Companion, an on-device AI research assistant that delivers instant answers and secured file analysis, even without an internet connection. New features planned for this Spring include intuitive voice and text commands and built-in keylogger protections to enhance productivity while keeping data secure on the device.
In addition, HP Go plans to deliver seamless global connectivity for highly mobile professionals. With automatic network switching regardless of carrier, advanced fleet management, and effortless setup, road warriors can connect and be productive wherever work takes them. The HP Go service option will first be available on the HP EliteBook 6 G1q powered by Snapdragon X Series.
You can read more about the print devices launched at HP Amplify in the March issue of Print in our Channel here.
Amplify AI expansion
Also at the Amplify Conference, HP announced the expansion of its HP Amplify AI program including new customer use cases, instant access to AI experts and personalised AI pathways and training modules including the HP NVIDIA Technical Sales Strategy AI Workstation MasterClass for advanced AI knowledge.
In addition, HP introduced a new tailored and condensed training path for partner executives, covering various AI-focused topics and featuring short video use cases that highlight the tangible business benefits of AI. These concise and practical resources enable executives to make informed decisions and facilitate discussions with customers that drive positive outcomes.
To further improve efficiency and streamline business processes, HP has outlined a two-year roadmap aimed at transforming the HP Partner Portal into a more comprehensive digital platform that leverages AI technologies. As part of this initiative, HP plans to launch a Partner AI Assistant to facilitate faster digital interactions, simplify onboarding, personalise user experiences, and provide real-time support, among other benefits.
Neil MacDonald, UK and Ireland channel director at HP, says the HP Amplify AI program expansion is a major step in making AI more accessible and actionable for partners. “With new AI training modules, instant access to AI experts, and executive-level education pathways, partners will be able to confidently guide customers through AI adoption and deliver real business impact,” he says.
“The expansion underscores the fact that AI is not just a trend, it’s the future. As businesses seek to enhance productivity, security, and creativity, AI will be at the core of the transformation, and HP is ensuring partners are positioned to lead this evolution.”
Sustainability
Sustainability was another key topic at the HP Amplify Conference and the company has made advances in this area. For instance, in 2021, HP launched HP Amplify Impact, the IT industry’s first sustainability program for channel partners, which has exceeded its goal of enrolling 50% of Amplify partners by 2025.
The HP Amplify Impact program offers assessments, resources and training to support partners on their sustainability journey. Participating partners have seen a 70% increase win rate, leading to a twofold increase in sustainable sales year over year.
With partner capabilities expanding, HP has shifted the program’s focus from helping partners develop sustainability plans to addressing customer needs and enhancing business growth with a positive environmental impact. This strategic shift aims to further empower partners to thrive in a competitive market while maintaining a commitment to sustainability.
“Sustainability remains a top priority for HP, not just as a responsibility, but as a growth driver for partners,” Neil adds. “The Amplify Impact program has already surpassed its 2025 participation targets, and partners involved in the program have seen a 70% increase in win rates, proving that sustainability delivers real commercial value.
“HP is equipping partners with cutting-edge sustainability tools, assessments, and resources to help them differentiate in the market and meet customer demands. With evolving regulations and growing customer preference for eco-conscious solutions, sustainability is not just a moral imperative, it’s a competitive advantage.”
Overwhelming success
Neil says that the HP Amplify Conference was “an overwhelming success, reinforcing HP’s commitment to partner enablement, AI-driven innovation and sustainable growth.”
He added that a major highlight was the launch of more than 80 new AI-powered products and services, including HP’s largest portfolio of AI PCs.
“Another key milestone was the unveiling of HP’s next-gen print innovations, including the world’s first printers designed to protect against quantum computer attacks – a huge step forward for security-conscious businesses,” he adds. “The conference also saw the expansion of the Amplify AI program, providing partners with instant AI expertise, new training pathways, and practical use cases to accelerate AI adoption across industries.
“It was also great to see the enthusiasm and engagement from partners throughout the conference made it clear that HP’s One HP strategy of driving collaboration across the entire portfolio is resonating strongly in the channel.”
Pivotal year
After the success of HP Amplify, the company is now focused on driving sales. Neil is excited about the company’s prospects. “2025 is shaping up to be a pivotal year for HP and the wider channel,” he says. “The rapid evolution of AI, security, and sustainability-driven innovation is creating new revenue streams and opportunities for partners.
“HP’s focus on One HP selling, driving seamless integration across PCs, print, and services, will help partners maximise their earnings and expand customer value. The expansion of AI-powered solutions, from AI PCs to advanced print security and workflow automation, positions HP as a leader in the next wave of digital transformation.
“At the same time, sustainability remains a growth driver, with Amplify Impact partners seeing tangible business success. The channel is evolving rapidly, and HP is ensuring that partners have the tools, training, and innovations they need to capitalise on new opportunities.”