Channel Awards 2025: HP team on AI PCs, channel opportunities and partner programme changes

“HP and its partners are prioritising innovation in artificial intelligence, workforce experience, and security to meet evolving customer needs.”

1. Why is HP proud to support the Channel Awards, and what role do these events play in the UK channel ecosystem?

HP is proud to support the Channel Awards because they celebrate the partnerships that underpin the UK technology ecosystem. These events recognise the innovation, resilience, and customer-first mindset that channel partners bring to market every day. For HP, the channel is not just a route to market, it’s a community that drives shared growth and transformation. By championing these awards, we reinforce our commitment to collaboration and acknowledge the critical role partners play in delivering outcomes that matter for businesses.

2. How is HP helping its partners drive growth and navigate the biggest challenges facing the channel today, from technology adoption to competitive pressures?

HP is addressing these challenges through our HP Amplify Partner Program, which combines data-driven insights, tailored incentives, and advanced training to help partners scale efficiently. Initiatives like Amplify Impact equip partners to meet rising sustainability expectations, while Amplify AI accelerates adoption of artificial intelligence through role-based certifications and practical use cases. We’re also investing in expanding our workforce solutions portfolio to support outcome-based selling. These resources enable partners to differentiate, unlock recurring revenue streams, and stay ahead of competitive pressures in a rapidly evolving market.

3. Which areas of innovation or investment are HP and its partners most focused on this year, and why?

HP and its partners are prioritising innovation in artificial intelligence, workforce experience, and security to meet evolving customer needs. HP has introduced the industry’s largest AI PC portfolio alongside Amplify AI training, enabling partners to guide organisations through practical AI adoption. At the same time, investments in platforms like our Workforce Experience Platform allow partners to deliver lifecycle optimisation and managed services, helping businesses create secure, productive environments for hybrid work. Security is embedded across HP’s hardware and solutions, addressing growing concerns around data protection and compliance in distributed workplaces. These focuses enable partners to deliver intelligent, secure, and flexible solutions that support the future of work.

4. What advice would you give to channel partners looking to scale their business or differentiate themselves in a crowded market?

Focus on specialisation and value creation in areas that matter most to customers today: security, hybrid work, and intelligent solutions. Partners that invest in capabilities around AI and managed services will stand out, particularly as organisations seek trusted advisors to navigate complexity. Leverage programmes like HP Amplify Growth Plays, which reward innovation in strategic areas such as digital services and security solutions. Build consultative relationships by shifting from product-led sales to solutions that deliver measurable business outcomes, whether that’s improving employee experience, enabling secure remote work, or strengthening compliance.

The UK channel will be shaped by AI adoption, sustainability mandates, and the shift to as-a-service models. AI is moving from hype to practical deployment, creating demand for partners who can guide customers through integration and governance. Sustainability is becoming a business imperative, with procurement increasingly tied to ESG credentials. Meanwhile, customers want predictable costs and flexibility, driving growth in subscription and managed services. HP is positioning partners for success through Amplify AI, Amplify Impact, and a portfolio that spans devices, services, and digital platforms, empowering partners to lead in a future defined by intelligence, responsibility, and experience.