HP Amplify 2025: Unlocking the Future of Work – Why SMBs, Midmarket, and Partners Should Pay Close Attention

I recently attended HP’s Amplify 2025 event in Nashville, TN. HP's Amplify 2025 announcements focused on pushing the boundaries with AI-integrated solutions across their PC, print, and collaboration portfolios. The goal? To boost user productivity and create more fulfilling work experiences. HP rolled out new AI-powered PCs with features tailored to different types of users and advancements in AI-driven printing that simplify and secure workflows. The primary focus was on the "future of work," aiming for seamless connectivity, intelligent devices, and smart data utilization with the HP Workforce Experience Platform to proactively address IT issues and enhance employee satisfaction. HP is also doubling down on partner growth with new compensation structures and expanded AI programs, all while emphasizing sustainability and security as key differentiators. HP is keen on engaging with growth markets and strengthening channel relationships, while also pursuing strategic collaborations to drive demand and educate customers on the benefits of AI technology. Research from HP Wolf Security highlights the constantly evolving landscape of cyber threats, underscoring the need for robust security measures integrated into their devices.

One HP: A Unified Approach

Building upon these advancements in AI-driven solutions and security, HP unveiled its One HP vision and strategy at the event, emphasizing a unified approach to better serve customers and partners. This initiative aims to create a seamless and comprehensive experience across HP's portfolio. One HP is a unifying principle that combines HP's various divisions, including PC, Print, Poly, Collaboration, and Services, focusing on putting customers and partners at the center. This approach aims to provide businesses with a comprehensive HP experience, an ecosystem of seamlessly integrated devices, software, and solutions designed to solve customer problems. Partners can offer a competitive advantage by selling One HP, moving beyond individual devices to provide a holistic solution. This initiative is driven by the goal of shaping the future of work by creating products, services, and solutions that enhance company productivity and improve employee well-being and fulfillment. Ultimately, One HP intends to streamline processes, enhance collaboration, and deliver greater value and better outcomes for businesses.

The Transformative Shift: AI Integration Across the Portfolio

The pace of technological evolution is relentless, and in today's dynamic business landscape, staying ahead requires not just incremental improvements, but transformative shifts. The recent HP Amplify 2025 event served as a powerful testament to HP's commitment to driving this transformation, unveiling a sweeping array of innovations and strategies designed to reshape the future of work. For small and medium-sized businesses (SMBs), midmarket firms, and the vital ecosystem of channel partners, the announcements emanating from Amplify are not merely product updates; they represent a pivotal moment, offering pathways to enhanced productivity, new growth opportunities, and a stronger competitive edge.

AI PCs: Redefining Productivity

At the heart of HP's vision for the future of work lies the pervasive integration of Artificial Intelligence (AI) across its portfolio. It boldly declared its ambition to make AI "real, meaningful, and mainstream," a promise underscored by unveiling an unprecedented portfolio of over 60 new AI PC platforms. This isn't simply about adding a few AI-driven features; it's a fundamental redesign of devices that unlocks new capabilities and enhances existing workflows. For SMBs and midmarket firms, this signifies a paradigm shift in personal computing. Imagine employees leveraging AI for real-time translation during international collaborations, quickly extracting key insights from dense documents with the aid of an AI companion, or receiving AI-powered coaching to refine their presentation skills. These are not futuristic fantasies; they are tangible capabilities being rolled out by HP, promising to significantly boost individual and team productivity. The introduction of solutions like HP AI Studio and HP Z Boost for data scientists and the announcement of the ZBook Fury G1i and HP Z2 Tower G1i workstations further underscore HP's commitment to empowering even the most intensive AI workflows. For midmarket organizations that are increasingly exploring or implementing AI in their operations, these workstations provide the necessary horsepower and intelligent solutions to drive innovation.

Empowering Channel Partners: The AI Acceleration Program

Channel partners stand at the forefront of delivering this AI revolution to their customers. The HP AI Acceleration Program is designed to catalyze the development of a new generation of AI applications for these PCs, creating a rich ecosystem of software that partners can leverage and offer to their clients. Moreover, HP is providing AI adoption playbooks and training, ensuring that partners are equipped to educate their customers on the transformative potential of AI PCs and facilitate their adoption. HP has already trained many partners through its AI masterclass, highlighting its commitment to partner enablement in this critical area. For SMB-focused partners, the availability of AI capabilities across various price points, from the budget-conscious Omnibook 3 to the high-performance Omnibook Ultra, ensures that they can cater to a wide range of customer needs and budgets, making AI accessible to businesses of all sizes.

Strengthening Channel Partnerships: The Amplify Program

The success of HP's vision hinges on the strength and engagement of its channel partners, and HP Amplify 2025 brought significant enhancements to the partner program. The launch of the Amplify SuperPower Booster, a new compensation structure that rewards portfolio-wide HP sales, signals HP's commitment to incentivizing partners to offer comprehensive solutions to their customers. This aligns perfectly with the "One HP" strategy, encouraging partners to leverage the synergy between HP's PC, print, and collaboration offerings. The expansion of the HP Amplify AI program, featuring new customer use cases, access to AI experts, and personalized training modules, including the HP NVIDIA Technical Sales Strategy AI Workstation MasterClass, ensures that partners have the knowledge and resources to sell and support HP's AI-powered solutions effectively. HP's recognition of specialized businesses within its partner ecosystem and its continued rewards for their unique expertise demonstrate a partner-centric approach. Moreover, the HP Amplify Impact program, focused on sustainability, has surpassed its participation goals and is now shifting its focus to helping partners address customer sustainability needs and enhance business growth with a positive environmental impact. This provides channel partners with valuable resources and training to support their sustainability journeys and address the increasing demand for sustainable IT solutions from SMBs and midmarket firms. The program's simplified global structure and focus on performance, collaboration, and capabilities aim to facilitate dynamic growth among partners and deliver consistent customer experiences.

The HP Workforce Experience Platform (WXP): Intelligent and Integrated Experiences

Beyond individual devices, HP is also focused on creating intelligent and integrated experiences. The HP Workforce Experience Platform (WXP) is a cornerstone of this strategy. Building on its initial introduction, HP announced expanded availability and innovative AI-powered enhancements for WXP. This platform leverages billions of data points to proactively identify and resolve technology issues, aiming to reduce digital friction and enhance employee experiences. For SMBs and mid-market firms that often struggle with limited IT resources, WXP offers a powerful solution to manage the growing complexity of their digital ecosystems. By anticipating problems and automating fixes, WXP can significantly reduce employee downtime and the burden on IT support teams, allowing businesses to focus on their core objectives. The integration of AI sentiment analysis further empowers organizations to understand and address employee satisfaction related to their technology experience. Channel partners have a significant opportunity to diversify their offerings and transition to services-centric businesses with WXP. HP is making it easier for partners to enter the Digital Employee Experience (DEX) space by providing a partner view with dedicated dashboards, customization options, reporting tools, and multi-tenancy navigation. This enables partners to offer managed DEX services, acquire new customers, and build recurring revenue streams by proactively managing their clients' technology environments. The availability of pre-built remediation scripts further empowers partners to deliver effective and efficient support.

AI-Driven Printing: Transforming Document Workflows

HP's commitment to innovation extends beyond PCs into the realm of printing, with AI poised to revolutionize how businesses manage their document workflows. Recognizing that printing remains a critical function for SMBs and midmarket firms, HP is embedding AI to make printing more manageable, more intuitive, and more secure. Features like AI-enabled scanning, which can summarize documents and draft emails, and HP AI-guided redaction for securely handling sensitive information, directly address common pain points for businesses dealing with both physical and digital documents. The introduction of "perfect print" driven by AI, which analyzes content to optimize layout and reduce waste, promises to enhance productivity and sustainability. For channel partners, these AI-powered printing solutions represent an opportunity to offer more value to their customers. By highlighting features that streamline workflows, enhance security, and reduce costs, partners can position HP's printing portfolio as a strategic asset for SMBs and midmarket firms. Furthermore, HP's continued investment in managed print services and subscription models, such as Instant Ink and the new All-In Plan, provides partners with opportunities to offer convenient and cost-effective solutions that meet the evolving needs of their customers, shifting the conversation from capital expenditure (CAPEX) to operational expenditure (OPEX).

HP's Innovations in Large Format Printing

HP has a significant presence and a growing business in the large-format printing segments. HP is innovating in large format with solutions like the HP Latex R530 Printer, which offers significant capabilities in a smaller footprint and enables PSPs to overcome the hurdles associated with rigid printing while expanding their services to support various media types and run lengths. HP offers an AI-powered production hub designed to efficiently manage workflows and print jobs to further support these providers. Additionally, HP is utilizing AI in their Argo solution for the construction industry, featuring AI vectorization that can quickly process raster images of blueprints into editable CAD documents, resulting in time and cost savings. These innovations underscore HP's dedication to advancing technology and delivering valuable solutions in the large-format printing space.

Furthermore, HP is applying AI-driven solutions to specific industries. In the construction sector, its Build workspace software utilizes AI vectorization to rapidly convert raster images of blueprints into editable CAD documents. This capability offers substantial time and cost savings for engineers. These efforts underscore HP's focus on providing advanced, AI-integrated tools within the large format and industrial printing domains to enhance productivity and address specific industry challenges.

Enhanced Security: Protecting Against Evolving Threats

Security is a paramount concern for HP, particularly in the evolving landscape of AI and the growing number of cyber threats. HP emphasizes its position as having the world's most secure PCs and printers. Notably, the HP LaserJet Enterprise 8000 Series is presented as the world’s first printers that protect against quantum computer attacks, offering enhanced hardware-level security for regulated organizations. Techaisle research indicates that organizations are preparing for a post-quantum world as they adopt quantum-resistant cryptography standards finalized by NIST in 2024. HP is addressing the needs for quantum security in the printing and PC segments. The HP LaserJet Enterprise 8000 Series Printers offer enhanced foundational quantum-resistant protection at the hardware level for organizations with high security requirements. This and proprietary HP technologies ensure deep malware detection, protection, and automatic recovery against today’s AI-weaponized attacks and future quantum threats. HP delivers these automatic defenses with features such as pre-installed quantum-resistant encryption, Sure Start boot authentication, continuous memory monitoring hardware-based runtime intrusion detection, zero-day threat detection control flow integrity malware protections, AI-enabled network behavior anomaly detection of printer communications with remote network resources, embedded post-quantum digital signatures, and initial BIOS firmware integrity protection with automatic self-healing recovery. This series is designed to integrate seamlessly with Zero Trust architecture. HP is also offering the world's first business desktop PC portfolio designed to protect against quantum computer hacks, featuring the HP EliteDesk 8 Series. This series combines high performance with lower power consumption. HP emphasizes its commitment to security, noting that it has the most secure PCs and printers globally and will continue prioritizing security in the AI age. The need for such security measures is underscored by the fact that the U.S. government is reportedly set to require quantum-resistant devices with quantum-resistant firmware and software digital signatures within only two years for National Security Systems, positioning HP's offerings as future-ready investments. Going forward, HP recognizes that security will be even more critical. To address this, HP introduced new security measures, including a cloud-based security management offering for the zero-touch deployment of security controls across device fleets. HP’s commitment extends to data security, with features like automatic and guided redaction available on HP devices, and end-to-end encrypted direct printing safeguarding sensitive information without requiring a cloud connection.

HP Wolf Security: Addressing Sophisticated Cyber Threats

The latest HP Threat Insights Report highlights the increasing use of sophisticated tactics by cybercriminals, including the deployment of fake CAPTCHA verification tests to spread malware and the use of obfuscated Python scripts. The report highlights the challenge of evolving attack methods that can bypass traditional detection-based security tools, as a significant percentage of email threats evade gateway scanners. Dr. Ian Pratt from HP Wolf Security highlights users' increasing 'click tolerance' and the acceleration of the cyber arms race with AI, emphasizing the need to isolate risky actions to reduce the attack surface. HP Wolf Security offers a portfolio of hardware-enforced security and endpoint-focused services designed to protect PCs, printers, and users from cyber threats. This comprehensive approach to security, which begins at the hardware level and extends across software and services, is crucial for protecting businesses against increasingly complex and unpredictable attacks in the era of AI.

A Unified Vision: Shaping the Future of Work

HP's overarching message at Amplify 2025 was about shaping the future of work by translating AI into meaningful experiences that drive growth and fulfillment. This vision extends beyond technology to encompass a deep understanding of evolving customer needs and the importance of enabling people to work more flexibly and productively. HP's commitment to a "One HP" approach, integrating its diverse portfolio of PCs, print solutions, collaboration tools (including Poly), and services, provides SMBs and mid-market firms with a streamlined and cohesive technology ecosystem. The emphasis on seamless connectivity and the development of industry standards to enable devices to work together more intelligently underscores HP's forward-thinking approach. For channel partners, this unified vision presents an opportunity to become strategic advisors to their customers, offering comprehensive solutions that address a wide range of business challenges. By understanding HP's integrated ecosystem, partners can craft tailored solutions that leverage the strengths of each component, delivering greater value and fostering stronger customer relationships. HP's leadership reiterated its commitment to being a reliable partner, driving innovation, evolving operations, and ensuring financial stability. This assurance is crucial for SMBs and midmarket firms that rely on technology vendors for long-term support and innovation.

Final Techaisle Take: Embracing Innovation for Future Growth

In conclusion, HP Amplify 2025 presented a compelling vision for the future of work, driven by a significant wave of AI-powered innovations across its PC and print portfolios and complemented by strategic enhancements to its partner program. The announcements translate into tangible benefits for SMBs and mid-market firms, including enhanced productivity through intelligent AI features, streamlined IT management with the Workforce Experience Platform (WXP), more efficient and secure document workflows, and access to sustainable technology solutions. These advancements are not just about keeping pace; they offer a genuine opportunity to gain a competitive advantage in an increasingly digital world. For channel partners, HP Amplify 2025 presents a wealth of opportunities for growth and differentiation, with expanded portfolios, services-centric models enabled by WXP, and the enhanced Amplify program focused on AI and portfolio-wide selling. This approach offers partners new opportunities to create value for their customers and establish more profitable and sustainable businesses. The strong emphasis on partner enablement through training and resources further underscores HP's commitment to shared success. Therefore, SMBs, midmarket firms, and channel partners must pay close attention to HP's strategic direction. The innovations unveiled at Amplify 2025 are not just technological advancements; they are building blocks for a more productive, secure, and successful future of work. By embracing these developments and forging strong partnerships with HP, businesses and their channel partners can unlock their full potential and thrive in the evolving landscape. The rise of AI-integrated products and the expansion of AI PCs represent a shift towards smarter, more intuitive user experiences that redefine productivity, creativity, and collaboration in the digital age. The enhancements in the Amplify Partner Program highlight the importance of collaboration and knowledge sharing in driving industry growth. The updates to the Workforce Experience Platform offer tools that enhance productivity and employee satisfaction. Ultimately, ecosystem collaboration is essential for creating a cohesive technology landscape that functions more effectively, driving innovation and improved performance. These advancements are pivotal in redefining how we interact with technology, enhancing productivity, and driving industry growth. As we move forward, adopting and leveraging these innovations is essential to create a smarter, more connected world.