HP highlighted the progress it has made in expanding its footprint in Egypt, positioning the market as a regional hub within its Middle East and Africa operations. The company said the past year has focused on building local teams, strengthening partnerships, and aligning its offerings with Egypt’s digital transformation priorities across business, education, and government.
The event also served as a stocktaking of HP’s activities since its market relaunch. It focused on the ways artificial intelligence is reshaping work. HP outlined how AI is being integrated across its personal systems, print solutions, and hybrid work technologies to improve productivity and security.
Ertug Ayik, HP’s Vice President and Managing Director for the Middle East and Africa, described Egypt as a key growth market, noting that closer engagement with customers and partners is central to the company’s regional strategy.
Ayik cited findings from HP’s 2025 Work Relationship Index, which showed that only 20 percent of global knowledge workers report having a healthy relationship with work. Among those who do, daily use of AI tools is significantly higher, pointing to a link between technology adoption and employee engagement.
During the showcase, HP presented new products and services aimed at delivering more secure and AI-enabled workplace experiences. These included the HP EliteBook X G2 Series, a business notebook that received a CES 2026 Innovation Award, and the HP EliteBoard G1a, an AI-powered PC built into a keyboard, both of which were previewed in Egypt ahead of wider global rollouts.
Beyond corporate workplaces, HP highlighted its education initiatives in Egypt. In partnership with the Ministry of Communications and Information Technology, the HP IDEA programme is currently active in more than 25 cities, offering educators year-long training in digital skills such as AI and education technology.
HP said it plans to continue supporting Egypt’s digital transformation through technology solutions focused on productivity, security, and skills development, as the country steps up efforts to expand digital adoption across sectors.
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