HP CEO Enrique Lores: We’re ‘Focused On Bringing AI To The Edge’

‘We are not focused on driving AI to the cloud. We are focused on bringing AI to the edge and making sure that our customers can run large language models on their PCs … to get the advantage of those at a lower cost, with higher privacy and security,’ HP Inc. CEO Enrique Lores told the crowd at Amplify 2025.

HP Inc. CEO Enrique Lores said technology disruption, geopolitics and customer preferences are the three big trends that the company is focusing on this year with HP betting that the momentum it has built with three consecutive quarters of growth will carry it and partners forward to levels of profitability.

“The company gained a lot of momentum during the last 12 months, and when we gain momentum, you gain momentum,” Lores told the crowd Tuesday at Amplify 2025, the company’s annual conference, being held this year in Nashville, Tenn. “In fact, we have been growing for the last three consecutive quarters. So that’s a really great achievement, but the only way we were able to make that happen was because of the support and the partnership from all of you.”

Over the previous year, Lores said he has seen customers shift from AI plans to AI execution as they deploy the concepts that have been gestating.

“When I talk to many clients today, the conversation is not anymore about the opportunities,” he said. “It’s about the progress that has been made. It’s about how customer support has been changed. It’s about how legal has been changed. It’s about how software development has evolved and has become much more efficient, a very significant change in the last 12 months.”

Another change to the AI landscape is the more efficient models that have been introduced since ChatGPT 3.0, which allows large parameter models to be run with less compute. He said models such as DeepSeek show that AI is achieving ubiquity not just in the data center, but across technology environments.

“This is a very important confirmation of the strategy we have,” Lores said. “Because, as you know, we are not focused on driving AI to the cloud. We are focused on bringing AI to the edge and making sure that our customers can run large language models on their PCs … to get the advantage of those at a lower cost, with higher privacy and security.”

Lores said another change that Palo Alto, Calif.-based HP sees on the horizon for itself and partners is a pullback from globalization amid geopolitical disruptions that will reshape where products are made and how they are designed. Lores—who recently announced that 90 percent of HP’s North America products would be manufactured in locations outside China by October—said HP has been planning for this for three years.

“We think that we are going from a globalization model to a regionalization model, where products will be built regionally, will be distributed digitally, and eventually will also be designed digitally to be more focused on the needs of specific regions,” Lores told the crowd. “That’s a very significant change that we see happening in the world, and a change that finds us in a very strong position. … We have built factories in many different parts of the world and as the world continues to change, now we’re in a strong position to drive this opportunity and to convert that into a competitive advantage for HP.”

HP uses its devices and penetration into the global workforce to suss out trends and behavior that it can use to drive innovation to make work better for employees and their organizations. He said at the moment there is a tension between what companies want from employees and what employees want from their careers.

“The opportunity that we see is that by bringing technology and by using technology, we can build the bridge between the two needs,” he said. “We can make companies be more successful. We can make companies be more productive. And at the same time, we can make employees feel better about the work that they do. And the good news is that by making employees feel better, their engagement will grow, and more engaged employees are also more productive employees.”

Lores said the company is working to give all of its PCs the ability to run large language models locally.

“We see this just as the beginning,” he said. “Over time, we will be integrating that into the rest of the portfolio because we see a lot of value in driving these changes. But this is just the first step. The second step is about making all these smart devices connect amongst themselves, and by doing that, being able to deliver a better customer experience to our clients.”

The vision is to have the user’s PC talk with other devices at work and optimize the job experience, Lores said. He used the example of a collaboration room where the PC turns on the microphone and camera closest to the user. Meanwhile, the user can ask their PC to focus on the reactions of one user such as a supervisor to read feedback based on body language or attention to the user’s presentation.

“Just imagine what is going to be possible when all these smart devices connect [between] themselves and really care about improving and simplifying the experience that you will get with technology,” he said. “That’s the second step in our journey. The third step is we also understand that to manage this network or smart devices, we need to provide the right tools for CIOs to make that effective, to make sure that all these devices are protected.”

Lores said last year HP announced that it would sponsor Ferrari’s F1 team, which introduced seven-time world champion Lewis Hamilton as one of its drivers this season after wooing him from rival Mercedes.

Since that announcement, Lores said the racing team is using HP printers to produce a latex covering for the vehicle that reduces friction and shaves moments off their drivers’ times. One of Ferrari’s new F1 cars with the blue and white HP logo prominently affixed to its airbox was on display at the show.

“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.”