HP’s Print President Tells Amplify 2025 Crowd: ‘A Lot To Be Excited About In Next Chapter’

‘This is not about a better printer. This is about driving better outcomes,’ says Anneliese Olson, president of imaging, printing and solutions at HP, at the company’s Amplify 2025 conference.

HP’s top print executive told the crowd at its annual partner event that by combining the company’s 86-year history of innovation — and its data — with the capabilities that AI brings, it can define the future of print.

“A world where printing is just intuitive. It’s personal, it’s effortless,” Anneliese Olson, president of imaging, printing and solutions at HP, said on Tuesday at the company’s Amplify 2025 conference. “It anticipates your needs before you even press that button or that digit, and you’ll hear me say this more than once today: This is not about a better printer. This is about driving better outcomes.”

To get there, Olson said the company is focused on advancing three areas: making printing easier by using AI to deliver new experiences, managing print device fleets securely and efficiently, and growing subscription services to add more convenience.

“The number one request that we get from customers is please make it easier, because printing should actually fit more seamlessly into how we do things,” Olson said. “So whether it’s choosing across offerings, setting up and maintaining them, addressing connectivity, we are making it simpler.”

HP said its newest business printers are the world’s first to arrive ready to protect from quantum cyberattacks.

“Last year we announced PCs could do it and now, as we roll out this new LaserJet 8000 series and beyond, this fleet will be able to prepare that way too,” she said.

HP also introduced an automatic redaction feature that can be used to remove personally identifiable information from scanned documents. Using AI from HP, employees can redact the information at the printer ensuring it doesn’t reach the cloud.

“So no marking things out with pen or opening another PDF or some other kind of attachment and digitally scrubbing it, which why, by the way, someone could edit again later,” she said. “It’s automatically happening, reducing all of the steps there at the printer.”

HP is the runaway leader in the print space, owning a 35.3 percent market share of hardcopy peripheral, according to IDC’s November analysis, with Epson, Canon and Brother following.

Olson has held several executive roles in HP’s printing and PC business throughout her nearly 30-year career at the Palo Alto, Calif.-based company, including senior vice president and chief operating officer, worldwide print.

Nearly 10 percent of the world’s books are printed on HP presses, Olson said. She said 40 percent of digitally produced corrugated packaging, and between 70 to 80 percent of “all photo books” are printed on HP.

She said HP is at the center of document workflow, whether that is printed or digital.

“Whether you want to scan it, you want to print, you want to digitize, you want to move your documents around, we are the experts,” she said. “Not only in the future of print, but in the future life of all of those documents.”

HP’s Latex R530 is all-in-one large-format device that can print across rigid or flexible media types. It has a resolution of up to 1,200 by 600 dpi. It can print on media between 18 and 64 inches wide and up to two-inches thick.

“It’s our most advanced Pro printer, helping print service providers extend their print offerings for both short runs, rigid and flexible media. They’ve got a production hub that we’ve designed with them, with AI that actually helps manage their workflows, manage their print jobs and move back and forth so that they can focus on customers and focus on growing their revenue.”

The company’s latex printers were singled out by HP CEO Enrique Lores when he told the crowd about its sponsorship of Ferrari’s F1 team. Lores said the racing team is using HP printers to produce a latex covering for the vehicle that reduces friction and shaves time off their drivers’ races.

“They have learned that by using our print technology, the surface of the cars is smoother, and this will help them, hopefully, to win a few milliseconds in every loop,” he said. “So you see our technology in action, not only from the computer side, but also for the print side as we try to make the Ferrari cars faster.”

HP plans to accelerate its customers’ adoption of its subscriptions, including consumables such as ink and toner, as well as services this year. Olson said HP has a comprehensive set of instant ink and paper plans for customers around the world.

“We’re pairing subscriptions and hardware for more choice,” she said. “We just released the new all-in plans with our smart take printers here in the U.S., and we’ll be continuing to expand that over time. So there’s a lot to be excited about as we craft this next chapter together.”