HP’s Asia bet

Summary

HP is leveraging AI to create dynamic soundscapes at Singapore’s Changi Airport through Wubble AI, a startup in its Garage 2.0 accelerator program. Michael Boyle, HP’s senior vice president for Greater Asia, highlighted the adaptability of AI in real-time music generation. HP is also pushing AI PCs as a growth area, aiming for 50% of shipments to be AI-enabled by year-end. Despite challenges in print revenue, Boyle emphasized the role of AI in both creation and printing. Experts remain cautious about the long-term viability of AI PCs without proprietary technology.

Our Reading

The numbers tell one story.

HP’s AI music at Changi Airport adapts to weather and time of day.
Wubble AI, part of HP’s Garage 2.0, is shaping real-time soundscapes.
HP bets on AI PCs, aiming for 50% of shipments by year-end.
Print revenue fell 2.2%, but AI is being layered onto existing products.
The original observation: AI is not just a feature—it’s a new rhythm for business.

Author: Evan Null

HP’s presence in Asia dates back nearly 60 years, with its first regional office in Singapore in 1969. The company has since expanded across the region, with manufacturing hubs in China, Thailand, and Vietnam, and major call centers in Malaysia and India. Asia contributed just over 25% of HP’s revenue in its most recent quarter, which covered May, June, and July. Michael Boyle, HP’s senior vice president for Greater Asia, emphasized the region’s diversity, noting differences in retail and online sales across markets like Southeast Asia and South Korea.

Boyle’s connection to HP began before his career, as he wrote his graduate thesis on the company’s strategy while studying for an MBA. His academic work foreshadowed his eventual role at HP, which he described as “serendipitous.” He now leads HP’s Asia-Pacific and Japan operations, where he sees opportunities in the region’s varied markets and business models.

HP’s long-term strategy in Asia includes a focus on AI and innovation. The company’s Garage 2.0 program, launched in October 2025, aims to support startups like Wubble AI. This initiative, run with global venture firm Antler, reflects HP’s effort to stay relevant in a rapidly evolving tech landscape. Boyle sees value in the speed and agility of startups, which he believes can inspire innovation within larger organizations.

Despite its long history in Asia, HP faces challenges from shifting market dynamics and competition. The company’s recent performance in print revenue highlights the need for new growth areas. Boyle’s focus on AI and edge computing signals a strategic shift, as HP looks to leverage emerging technologies to remain competitive in a global market.

HP’s approach in Asia is not just about technology—it’s about adapting to the region’s unique needs and opportunities. From manufacturing to retail, the company continues to evolve its strategy to meet the demands of a diverse and dynamic market. As AI becomes more integrated into everyday products, HP’s role in shaping the future of technology in Asia remains significant.

Bullish on print

HP remains confident in the continued relevance of print, particularly in sectors like education and healthcare. The company has been rolling out AI-powered printers that integrate with Microsoft Copilot, allowing users to print from the cloud without booting up their laptops. These printers can also generate AI summaries from scanned documents, offering new functionalities to users. Boyle emphasized that AI is now playing a dual role, enabling both creation and print, with the ability to edit on the fly.

Despite these advancements, print revenue has declined, with a 2.2% drop in HP’s most recent quarter. The company cited “demand softness, particularly in China,” as well as “changing consumer behaviors” as contributing factors. While Boyle remains optimistic about the future of print, the data suggests that the industry is facing headwinds. HP’s efforts to innovate within the print sector may not be enough to reverse the trend.

The integration of AI into printers represents an attempt to modernize a traditional product. By adding features like cloud integration and AI-driven summaries, HP is trying to make print more relevant in a digital age. However, the decline in print revenue indicates that the market is shifting, and HP may need to find new ways to sustain growth in this area.

Boyle’s belief in the continued importance of print highlights the company’s struggle to balance tradition with innovation. While AI offers new possibilities, the underlying demand for print is not as strong as it once was. HP’s future in this space will depend on its ability to adapt to changing consumer needs and find new value propositions for its products.

As the print market evolves, HP’s strategy will be tested. The company’s efforts to integrate AI into printers may help retain some of its customer base, but without broader market growth, the long-term viability of print as a core business remains uncertain. HP’s focus on AI-powered solutions may be a step in the right direction, but it may not be enough to reverse the decline.

Pushed to the edge

As traditional businesses like print show signs of decline, HP is turning its attention to AI PCs as a new growth opportunity. The company has been promoting AI laptops, such as the OmniBook X AI PC and HP EliteBook Ultra AI PC, which offer on-device AI capabilities. HP expects AI PCs to make up 50% of its total shipments by the end of the year, according to interim CEO Bruce Broussard. This shift reflects a broader industry trend toward edge computing, where AI processing happens locally rather than in the cloud.

AI PCs offer several advantages, including reduced dependence on cloud services and lower token costs. By handling AI tasks locally, users can avoid the expenses associated with cloud-based AI processing. This approach also improves security and reduces latency, as data doesn’t need to travel over the internet. Boyle argued that AI PCs are a worthwhile investment, especially as companies face rising costs for cloud-based AI services.

However, the success of AI PCs is not guaranteed. Experts like Nitin Pangarkar from the National University of Singapore note that while AI PCs offer potential benefits, they are not unique to HP. Many other hardware manufacturers, including Apple, ASUS, Dell, and Lenovo, are also offering similar products. This competition could erode HP’s market share unless it can differentiate itself through proprietary technology or superior performance.

Another challenge is the uneven adoption of AI PCs across different markets. Boyle acknowledged that take-up is slower in more traditional markets like Japan, where organizations are cautious about adopting new technology without strong proof points. Additionally, AI PCs come with a price premium, typically 10% to 30% more than regular PCs due to the inclusion of a neural processing unit (NPU). This cost barrier may limit their appeal to price-sensitive consumers and businesses.

Despite these challenges, HP remains committed to its AI PC strategy. The company is also developing on-device AI assistants, like HP IQ, which runs on a 20-billion-parameter model. Boyle believes that AI will become a standard feature in computing, with virtual assistants becoming commonplace in the next 12 to 18 months. Whether this vision becomes a reality will depend on how effectively HP can integrate AI into its products and convince customers of its value.

Pushed to the edge

Musician at heart

Despite his focus on AI and technology, Michael Boyle remains a musician at heart. While working at HP’s Australia office, he joined a band called Paper Jam, a playful nod to the common issue of paper jams in printers. Boyle continues to compose a song each year, which his staff performs. This year, he used Wubble AI to create a track called “Greater Asia Will Amaze Ya,” using prompts like “energetic,” “anthem,” and “rock.” The process took just three minutes, and the song quickly became a favorite among his colleagues.

Boyle believes that while AI can assist in the creative process, the final product still requires human input to be meaningful. “The song’s only good because it’s got human performance, which actually makes it meaningful,” he said. This sentiment reflects a broader theme in HP’s approach to AI—technology can enhance, but not replace, the human element.

Boyle’s passion for music also influences his leadership style. He sees creativity as a key driver of innovation, and he encourages his team to think outside the box. This mindset aligns with HP’s broader strategy of fostering a culture of experimentation and agility. By blending technical expertise with artistic vision, Boyle is helping to shape a new direction for the company.

The integration of AI into creative processes like music composition highlights the potential of the technology to transform traditional industries. While some may view AI as a threat to human creativity, Boyle sees it as a tool that can expand the possibilities of what is possible. His experience with Wubble AI demonstrates how AI can be used to enhance, rather than replace, human talent.

As HP continues to explore new applications for AI, Boyle’s background in music serves as a reminder that innovation is not just about technology—it’s about people. By combining technical capabilities with human creativity, HP is positioning itself to lead in the next phase of the digital revolution.