At GITEX 2025, HP is putting the spotlight on how AI PCs and the Workforce Experience Platform are transforming the future of work. These innovations go beyond devices; they represent a shift toward more intelligent, secure, and user-centric computing experiences. For businesses, that translates into faster performance, stronger privacy, simplified IT management, and personalized workflows that enable teams to work smarter, not harder.
Ertug Ayik, Managing Director & Vice President, HP Middle East & Africa, highlights GITEX as a cornerstone for HP’s market engagement: “It’s not just about showcasing products, it’s about being part of the bigger conversation shaping the region’s tech future.” The event provides HP with a rare opportunity to connect with enterprise customers, channel partners, and technology collaborators in one space, fostering the kind of collaboration needed to meet evolving customer demands.
Looking ahead to 2026, Ayik notes that AI is no longer a promise, it’s an expectation. On-device AI, powered by dedicated NPUs and solutions like HP AI Companion, is becoming a critical differentiator, delivering faster, more private, and more practical AI experiences. Beyond AI, organisations are prioritising security, cloud readiness, and collaboration as they modernise fleets with the Windows 11 refresh cycle. HP is also empowering its channel through initiatives like HP Amplify AI, helping partners shift from selling hardware to delivering outcome-driven solutions.
For HP, the Middle East is more than a growth market, it’s a global trendsetter. With its bold national strategies, rapid technology adoption, and openness to change, the region provides valuable insights into the future of hybrid work, AI, and security. By staying closely engaged, HP ensures its innovations reflect not just where work is going — but how people want to experience it.
