SARA ALZAABI (DUBAI)
Global tech company HP is taking part in the GITEX Global 2024 exhibition, currently being held in Dubai, showcasing its latest AI-enabled products.
Speaking to Aletihad, during the event, Ertug Ayik, Managing Director of HP Middle East and Africa, expressed the company’s keen interest in participating in the global event.
"It is a great time for us to be at GITEX, as we are introducing new products equipped with AI capabilities. AI is an evolutionary technology that will change how we work in the future. Many companies are exploring how the future of work will look, with employees seeking more flexibility and personalised experiences, while businesses aim for greater efficiency and productivity," he said.
Ayik highlighted that HP’s technologies are designed to bridge the gap between employees' desire for flexibility and companies' need for efficiency.
By introducing AI-powered features, such as automatic note-taking and template creation, HP's solutions allow employees to focus on their core tasks, ultimately improving productivity.
"It is a win-win for both companies and employees," he said.
One of the key innovations HP is presenting at GITEX is the integration of AI directly into its devices.
While AI has traditionally operated via cloud-based systems, HP's new PCs feature a specialised chip that allows AI applications to run locally on the device.
According to Ayik, this development brings several advantages: it reduces costs, improves speed, and enhances security by eliminating the need to send sensitive company data to external servers.
"We are really excited about the potential these devices hold. For example, our collaboration solution, Poly Room, uses AI to reduce background noise and improve image quality, ensuring a seamless virtual meeting experience," he explained.
HP's commitment to improving the work-life balance is also evident in its global Employee Work Index survey, which measures employee satisfaction across various industries.
He noted that employees using AI in their daily work reported an 11% increase in job satisfaction, reinforcing the idea that technology can improve both productivity and job enjoyment.
Reflecting on the post-pandemic workplace, Ayik noted that many companies have recognised the need for a new balance between in-office collaboration and remote work.
"The challenge now is to create solutions that allow employees to collaborate effectively in person while still providing the flexibility to focus on individual tasks remotely. Our products are designed to support this balance, offering secure, seamless collaboration experiences through advanced video conferencing and security solutions," he said.
HP's collaboration with key partners, counting Intel, AMD, Qualcomm, and Microsoft, is essential to delivering these innovations, he said.
Furthermore, HP has been actively involved in educational initiatives across the region. "We believe digital literacy is just as important as providing the technology itself," Ayik explained, mentioning collaborations with universities on esports management and AI training programmes, as well as HP’s initiatives to increase digital literacy in Arabic schools.
According to Ayik, HP demonstrates its alignment with the UAE’s AI strategy through partnerships with government entities and participation in major AI events.
"We recently sponsored an AI event in Dubai and are collaborating with AI labs at the Artificial Intelligence Office on joint technology projects," Ayik said, stressing HP's commitment to the region's digital transformation.