HP returns to Cairo one year after launching its office and operations in Egypt, underscoring its long-term commitment to the country as a regional growth hub. The event, held for customers and partners, spotlighted HP’s expanding footprint and strengthened presence in the market. It also reaffirmed the company’s role as a trusted technology partner to organizations across business, education, and government. With continued investment in local talent, strategic alliances, and innovation, HP is aligning closely with Egypt’s digital transformation priorities and solidifying its leadership across the Middle East and Africa.
HP
The event served as a checkpoint on the progress since launch, while highlighting HP’s leadership in shaping the future of work. The company showcased how it is embedding AI across its portfolio to deliver smarter personal systems, secure print innovation, and hybrid solutions that improve productivity, performance, and security for
employees and organizations alike.
Ertug Ayik, Vice President and Managing Director Middle East and Africa, said: “Egypt is a key growth market for HP and today’s sessions with our customers and partners are a great example of our engagement on the ground. We’re here to support Egypt’s digital journey with the right technology and solutions, and I’m excited for what’s ahead.”
He shared how organizations are rethinking work in an AI-driven era and what employees now expect from their tools and employers. Insights from HP’s 2025 Work Relationship Index revealed that only 20% of global knowledge workers say they have a healthy relationship with work. However, among those who do, 42% use AI tools daily, pointing to the direct link between technology, wellbeing, and engagement. As Ayik put it: with the right tools, work doesn’t have to feel like work.
During the showcase, HP presented its latest advances not just in print and personal systems, but across its broader services and solutions ecosystem. This included a look at how HP is delivering cohesive, secure, and AI-powered workplace experiences. Egypt was one of the first global markets to preview two standout innovations: the HP EliteBook X G2 Series, a CES 2026 Innovation Award-winning business notebook offering top-tier performance and HP Wolf Security; and the HP EliteBoard G1a, the world’s first full AI PC built into a keyboard, compact, plug-and-play, and built for the AI-first workplace.
Beyond the workplace, HP reinforced its commitment to education in Egypt. In partnership with the Ministry of Communications and Information Technology, the HP IDEA program is now active in over 25 cities. It provides educators with year-long, hands-on training in digital skills like AI and EdTech, enabling them to lead transformation in their classrooms and communities.
As Egypt accelerates its digital transformation, HP reinforces its role as a long-term technology partner to the country. Through scalable, people-centered solutions, HP is driving more productive and secured work environments, promoting digital inclusion through education, and broader access to innovation across sectors.
