HP is capitalising the rise of edge artificial intelligence (AI) to redefine the enterprise PC as a local hub for automation, security and IT management.
The technology giant has dubbed Thailand a high-potential AI market as well as an important global manufacturing base.
Edge AI refers to running AI models directly on hardware devices rather than on cloud servers.
"HP's strategy is focused on enabling AI at the edge of local devices rather than relying entirely on the cloud. This shift is driven by the high costs, latency and security concerns associated with cloud computing," Mike Boyle, senior vice-president and managing director for HP Greater Asia, told the Bangkok Post.
The economics of AI are changing as businesses scale up usage, he noted. With rising power consumption, token usage and latency concerns, it would be impractical for every AI task to be processed in the cloud, making edge AI increasingly important, particularly for enterprises that need faster response times, tighter data control and lower operating costs, said Mr Boyle.
The shift comes as HP sees rapid growth in AI PC adoption. AI-enabled models accounted for 44% of HP's global PC shipments in the second quarter, up from more than 35% in the previous quarter.
The company is also embedding AI more deeply into its workplace device systems. One example is HP IQ, an upcoming on-device personal assistant for notebooks.
Designed to run locally, including in some cases without cloud access, HP IQ is intended to help users manage tasks, protect data, and connect automatically with nearby devices such as printers and meeting-room systems.
The company also highlighted HP Workforce Experience Platform, an AI-driven platform for IT teams. The device-agnostic console analyses employee usage and device performance data to help companies match workers with suitable hardware, avoid overspending, improve productivity, and manage device refresh cycles more efficiently.
Security is another key part of HP's edge AI strategy. Mr Boyle said HP's PCs, printers and conferencing devices include hardware-enforced protection designed to detect attacks, isolate compromised devices, and support recovery from a trusted firmware.
HP has introduced NearSense, a spatial-connectivity technology that allows nearby HP, Android and meeting-room devices to discover and connect without relying on cloud access or manual pairing.
"HP is focusing on integrating all of its devices and experiences seamlessly under one unified ecosystem to better serve the end-user," Mr Boyle said.
AI agent leadership
Mr Boyle said Thailand is an important market for HP because the digital economy is growing 7.5% annually, outpacing GDP. The country has seen rapid adoption of AI tools in the workplace.
Thailand is leading the world in agentic AI adoption. The 2025 Microsoft Work Trend Index revealed that 68% of Thai organisations have already begun implementing AI agents, the highest adoption rate among all 31 countries surveyed.
In addition, 90% of Thai business leaders are confident they will use AI agents as "digital team members" alongside employees within 12-18 months, according to the survey.
Made In Thailand
Mr Boyle emphasised Thailand's role as a critical global supply hub.
"HP has a very long and successful manufacturing footprint in Thailand. We've been manufacturing here since 1998, nearly 300 million HP printers have been produced in Thailand and shipped globally," he said.
Thailand is a strategic supply hub for not only Asia, but also the world, said Mr Boyle. HP products contain components of which 65% are produced locally.
Varanit Athijaratroj, managing director of HP Thailand, said the firm's recent expansion in Thailand includes adding laser printer manufacturing to its inkjet operations.
She said local production gives HP an advantage in serving Thai customers while supporting the broader economy.
