HP’s vision for AI and digital transformation in the UAE

Ertug Ayik, MD for HP MEA

In this Q&A, Ertug Ayik, vice president and managing director for HP in the Middle East and Africa, shares insights into the UAE’s rapidly growing ICT sector, valued at $47.36bn in 2024.

Ayik discusses the latest tech trends reshaping industries, HP’s targeted innovations in cybersecurity, gaming, and education, and the company’s ambitions for AI-driven products showcased at GITEX.

What is the value of the ICT sector or market in the UAE in 2024?

Based on market studies from Mordor Intelligence, the UAE tech sector is estimated to be valued at approximately $47.36bn in 2024 and is expected to reach $77.28bn by 2029, growing at a CAGR of 10.29 per cent during the forecast period (2024-2029). This significant market size is driven by the country’s strong focus on digital transformation, AI integration, cloud computing, and 5G infrastructure advancements.

What are the latest trends in the tech sector or market in the UAE in 2024?

The integration of AI into every piece of technology is the most predominant trend we have been observing across the globe and in the UAE tech sector. AI has been seeping its way into all industries from cybersecurity to gaming, revolutionising the way we work and live. According to the annual HP Work Relationship Index, instead of being perceived as a job threat by employees, AI enhances employees’ relationship with work. In fact, 73 per cent of those already using AI agree it makes their job easier. At HP, we ensure these trends are the foundation of our products, delivering solutions and services that simplify and enhance everyday life.

What are the sectors with the highest demand for ICT products or services in the UAE?

For HP, one of the key verticals is the gaming sector. The UAE is witnessing a surge in online games, with projected revenues of $50.60m this year. Gamers are increasingly embracing virtual reality technology for immersive experiences and are getting more involved in esports and live streaming events. In response to this, we have designed a wide array of cutting-edge products catered to gamers, allowing for an elevated and more immersive gaming experience. These products include our OMEN laptops. We also offer HyperX products, such as gaming headsets, microphones, mice, and keyboards.

Cybersecurity is another area of focus, with HP acutely aware of the growing threats posed by malicious actors exploiting AI. As highlighted in HP Wolf Security’s latest Threat Insights Report, attackers are now leveraging AI to generate malware, thereby accelerating their attacks and reducing the skill threshold needed to compromise endpoints. In response, HP is emphasising the need for businesses to enhance their endpoint resilience, minimise their attack surface, and work tirelessly on comprehensive PC security through HP Wolf Security.

Another industry vertical that has been a focus for us is education. Bridging the digital divide in the Middle East is a key aspect of HP’s Sustainable Impact agenda. HP aims to accelerate digital equity for 150 million people globally by 2030. Examples of HP’s work in digital equity include the HP AI Teacher Academy course and the Generative AI Mastery: Revolutionising Game Development course. The HP Gaming Garage Esports Management and Game Development Academy is our latest addition to these education programmes.

What is the latest product or innovation you are most proud of, or that you have showcased at this year’s GITEX event?

HP’s next-gen AI PCs are the stars of our GITEX participation this year. These devices have been meticulously designed to cater to the unique needs of various user groups, including the corporate workforce, creators, freelancers, and students. Adding to this is our unmatched hybrid collaboration portfolio, which pushes the boundaries of innovation by introducing solutions that deliver exceptional employee experiences, boost productivity, and accelerate growth. This portfolio includes printers, powerful workstations, and HP Poly workspace solutions with advanced in-room video and audio capabilities. HP is excited to demonstrate how it enables people and businesses across industries to not only embrace but adopt AI in their daily responsibilities, aligning with the new era of technological advancement.

What is your vision for the future of products or services in the UAE in the coming years?

Our vision is to advance AI-driven innovation. We believe that AI will play a transformative role across all sectors, and we’re committed to making this technology more accessible and impactful for both businesses and consumers in the UAE.

As the UAE continues its rapid digital transformation, especially with AI at the forefront, HP’s goal is to equip individuals and enterprises with tools that enable them to thrive in this new era. Whether enhancing hybrid work environments, driving sustainability initiatives, or supporting innovation in the gaming industry, we are focused on empowering our customers with cutting-edge technology and solutions.

In short… What are the latest products, services, or “inventions” that have been launched recently or will be launched for the first time in the UAE in 2024?

Products that we are proud of at HP and have already released in the UAE include our latest AI-powered PCs, such as the OmniBook X and the EliteBook Ultra. Our AI PCs are designed to provide smarter, more intuitive user experiences, learning from how people work and adapting to enhance productivity, security, and collaboration. At HP’s annual global event in Palo Alto in September, HP also announced the launch of AI capabilities in print, which will soon be available in the UAE.