‘We have the most secure PCs and printers in the world’: HP CEO Enrique Lores pushes for AI security leadership

Security will be even more critical in the AI era than in the past decade, CEO Enrique Lores has asserted while announcing that the company offers the most secure PCs and printers in the world, at the company’s Amplify 2025 conference. Pushing for AI security leadership, he said that this will remain a key differentiator in the future.
“In the world of AI, security will become even more relevant than what it has been during the last 10 years. We are very proud to say that we have the most secure PCs and printers in the world, and our commitment is for it to continue to be true in the world of AI. And security will continue to be key differentiators for HP going forward,” said Lores.

Lores shared HP’s strategy and vision for the future, focusing on leveraging technology and adapting to global changes to drive business growth and customer experience.
He talked about three big trends that HP is focusing on: Technological advancements (especially AI), geopolitical changes (shift from globalisation to regionalisation), and evolving customer preferences (desire for flexibility and fulfillment).
“We thought AI was going to be a transformational technology…that it was going to have as much impact as the internet had at the beginning of the century. Twelve months later, we can only confirm that the opportunities that we see have been driven by AI continue to grow and continue to be more impactful,” Lores said.
He highlighted that HP’s strategy involves driving AI at the edge, enabling customers to run models locally for lower costs, higher privacy and faster speeds while referring to DeepSeek, a Chinese company that made waves for launching cost-efficient AI models
“When I talk to many clients today, the conversation is not anymore about the opportunities. It’s about the progress that has been made, how customer support has been changed, how software development has evolved and has become much more efficient,” Lores added.
“A very significant change in the last 12 months has been on the technology side. We have seen not only models getting more complex and being more capable, but also a new generation of models, simpler models that can deliver significant value to our customers. And this is a very important confirmation of the strategy we have,” the CEO noted.

Lores highlighted the shift from a globalisation model to a regionalization model, where products are built and distributed regionally.
“[The] second big change that we see in the world is driven by geopolitics,” he said, explaining that the globalisation model of building factories in one location and selling products all over the world is going obsolete.
“We think that we are going from a globalisation model to a regionalisation model where products will be built regionally, will be distributed digitally and eventually will also be designed visually to be more focused on the needs of specific regions,” he added.

Lores said that the company aims to bridge the gap between companies' productivity goals and employees' desire for flexibility and fulfillment.
“[The] last change that we see, and eventually the opportunity that we see, is how needs for our customers are rewarded. We want to increase the fulfillment with activities we do by being focused on the tasks that are more value added and where we believe we can add more value,” Lores added.
HP is prioritising building products and solutions that benefit both companies and employees.