At this year’s GITEX Global, HP showcased its latest innovations in artificial intelligence and hybrid collaboration, with a clear message: the AI-powered PC is set to transform the way people work, connect, and create.
In an exclusive conversation with Ertug Ayik, Managing Director and Vice President of HP Middle East and North Africa, the executive outlined how AI is moving from the cloud into the hands of everyday users – quite literally, through their personal computers.
“AI has been with us for years,” Ayik explained, “but its true power is only now becoming accessible. Until recently, most AI operated in the cloud, which meant relying on connectivity, subscriptions, and external data processing. With AI PCs, that intelligence now lives locally – on your device.”
According to Ayik, this evolution solves three critical challenges: speed, cost, and security. AI PCs equipped with dedicated neural processing chips can run tasks directly on the device, making them faster and more secure, without the need for expensive cloud subscriptions. For industries dealing with sensitive data, such as healthcare, finance, or corporate research, this local AI capability ensures confidential information never leaves the device.
He illustrated the concept with a simple but powerful example: “At HP, we might have a 200-page confidential customer report. With our AI Companion software, I can analyse it instantly, summarise key insights, or identify trends, all securely on my PC. There’s no data transfer to the cloud.”
Beyond performance and security, HP’s vision extends to seamless hybrid collaboration. Through its integration of Poly audio and video technologies, HP is redefining what a natural meeting experience feels like, whether in the office, at home, or on the go.
Ayik described how AI-enhanced devices can now anticipate user needs: “When you walk into a meeting room, the system recognises your device, prepares your call, and automatically adjusts the microphone and camera. It removes the friction from the collaboration process so teams can focus on what truly matters – the work itself.”
At the HP stand during GITEX, visitors are encouraged to experience this “ecosystem intelligence” firsthand – how HP’s AI-powered PCs, printers, and collaboration devices integrate to deliver a consistent, secure, and high-quality experience across environments.
Looking ahead, HP is also exploring next-generation communication technologies through a partnership with Google. The company’s upcoming HP Dimension with Google Beam creates lifelike 3D telepresence experiences, allowing people to meet virtually as if sitting across from each other. “It’s more than a screen,” Ayik said. “It’s a new way to connect, as real as face-to-face interaction.”
As HP continues to innovate, its message remains consistent: technology should be intelligent yet invisible, empowering people to focus less on setup and more on meaningful impact.
“The future of work,” Ayik concluded, “is about delivering the same secure, high-quality experience, wherever you are.”
