HP Execs Highlight Company’s Print Strategy

At the recent Dscoop Edge event, held March 8-10 in Denver, Colorado, general sessions were punctuated by vision-focused presentations at HP executives, who gave event attendees a valuable view of where the company is headed and how it sees industrial print changing.

Broad Vision for a Different Future

Elise Olson, president of Imaging, Printing and Solutions at HP, opened her presentation with the concept that printing has long been an essential part of how people bring their ideas to life. And, she added that the role of print goes far beyond paper “The print is to make things real,” she said, “to take what we imagine and bring it into reality, From book reports to small business signage, family photos to team collaboration, print is all around us.”

Olson explained that as workplaces evolve and technology advances, HP is working to make printing a seamless part of everyday life. She said the company’s strategy centers on simplifying workflows, enabling collaboration, and helping businesses grow through Artificial Intelligence: “It’s no longer about the promise of AI,” she said. “It’s about using it to drive real business impact.”

She said that vision includes smarter systems that anticipate user needs before they arise, and devices that can automatically prepare for upcoming tasks. “Before kids even think about printing homework, our systems are ready,” she noted. “Before that big client meeting, the printer automatically adjusts to print perfect presentations.” She said HP is also investing in predictive technology to reduce downtime, stating

For Olson, this mission is personal. She has worked across multiple business areas and regions. “I started as a print intern 30 years ago,” she said. “After many paths around the world — PCs, services, and more —I’ve come full circle, returning to print about a year and a half ago. It’s incredibly exciting.”

During her presentation to Dscoop Edge Denver attendees, Olson emphasized the important role they play in digital transformation of the printing industry, describing them as a group “sitting at the center of the power of digital transformation.”

The company’s strategy centers on three pillars: AI-enabled devices at the edge, seamless collaboration across technologies, and more personalized solutions tailored to industries such as retail and healthcare.

Olson said industrial print remains a critical part of HP’s strategy, noting it is a core of it’s “future of work” strategy, and stating, “We continue to invest in innovation, partnerships, and the ecosystem that drives this industry forward.”

She believes the next decade will be defined by transformation powered by digital capabilities and automation. But the goal is not simply efficiency, but instead unlocking human potential. “Automation powered by AI will reshape how work gets done,” she said. “But the future we’re building is about enabling people to do their best work.”

Non-stop Digital Printing

In his presentation, Haim Levit, senior vice president and division president of HP’s Industrial Print Group, said a new race is beginning in the world of industrial print, marked by a faster pace and greater challenges. He outlined a vision for the future of print production – one that is driven by intelligent automation, AI-powered workflows, and “non-stop” digital operations.

At the center of this vision is HP’s approach to “continuous digital production.” Levit introduced the concept of a new generation of digital presses designed to run around the clock. “Imagine,” he said, “the full power of digital printing operating 24/7.” With intelligent automation, predictive maintenance, advanced color management, and automated pre-flight checks, production becomes truly non-stop.”

Levit said the key to realizing this vision is a seamless ecosystem powered by HP PrintOS and AI-driven tools – technologies to enable end-to-end automated print production and deliver consistent quality, improved sustainability, and higher productivity. “It’s about non-stop quality, non-stop versatility, non-stop productivity, and non-stop sustainability,” he said. “That’s how we unlock profitable growth for our customers.”

Levit began his remarks on a personal note, describing his visits to print shops around the world. He shared he prefers to arrive early in the morning, before production ramps up. “In those first, quiet minutes you can feel everything. The pressure. The responsibility. The pride of getting things right,” he said. “And I always ask myself one question: are we at HP making that day easier for them?”

For printers, he shared, the stakes are real. Production schedules, service calls, and tight deadlines define their daily operations. “For you, this is not theory,” he told the audience. “It’s customers waiting, deadlines that cannot move, and teams depending on every press running smoothly.”

But Levit acknowledged that the industry is facing significant pressures from rising labor costs and supply chain challenges to cybersecurity requirements and regulatory demands. And in response, he said, HP has made difficult operational decisions. “We made hard decisions in a very complex global environment,” he said. “But the pain was not the objective. It was the price of building the company that will support you for the next twenty years.”

HP’s transformation, he said, reflects broader changes in the print industry, where automation and data are becoming essential: “Digital printing no longer just means machines and presses. It means smarter operations, predictive insight, and intervention before interruption.”

Regarding HP’s use of AI, Levit explained, it is increasingly embedded in service, planning, and production management. He said AI is used, “not to replace expertise, but to amplify it. To respect your teams and their time.”

For Levit, the most important element of the company’s shift is in its partnership with its customers: “We are doing this with you, not for you. Your feedback shapes our priorities, your pressure makes us better, and your success defines ours.”