At its annual Amplify Conference, HP revealed new benefits through its Amplify partner program, an expanded Amplify AI program, enhancements to the HP Workforce Experience Platform, as well as the world’s first printers to protect against quantum computer attacks
HP has announced new benefits through its Amplify partner program to help partners navigate the evolving demands of the future of work with smarter, more connected experiences.
Enhancements include the launch of the Amplify SuperPower Booster, an upgraded compensation structure that rewards portfolio-wide HP sales and supports flexible technology solutions. HP is also expanding its Amplify AI program with new resources and use cases to help partners accelerate adoption. Additionally, the HP Amplify Impact sustainability program surpassed its 2025 enrollment targets, with participating partners seeing an increase in request for proposal (RFP) win rates.
“In today’s fast-changing technology landscape, HP’s commitment to empowering our partners for success in the future of work is more important than ever,” said Neil MacDonald, UK and Ireland Channel Director at HP. “AI-powered solutions are transforming productivity, enabling more fulfilling work experiences, helping customers solve challenges with greater efficiency, creativity and impact.”
Amplify SuperPower Booster
HP is dedicated to shaping the future of work by enhancing partner experiences and fostering positive customer outcomes, powered by the strength of its AI-enabled portfolio of products and solutions.
To create new opportunities for its Amplify partners to grow and stay ahead of evolving market needs, the company has introduced the Amplify SuperPower Booster, an enhancement to the compensation structure of its Amplify partner program. This initiative rewards both commercial, distribution and retail partners for selling across the HP portfolio.
In 2023, HP introduced the More for More benefit, a rate multiplier that boosts sales and compensation for qualified partners. Building on More for More, the company is expanding the initiative to include the entire portfolio of HP products and solutions under the new structure.
For partners with specialised businesses, HP will continue to reward the unique value and capabilities their expertise brings to the market.
AI adoption and upskilling
HP is expanding the HP Amplify AI program including new customer use cases, instant access to AI experts and personalised AI pathways and training modules including the HP NVIDIA Technical Sales Strategy AI Workstation MasterClass for advanced AI knowledge.
It has also introduced a new tailored and condensed training path for partner executives, covering various AI-focused topics and featuring short video use cases that highlight the tangible business benefits of AI. These concise and practical resources enable executives to make informed decisions and facilitate discussions with customers that drive positive outcomes.
Through collaboration with alliance partners and the comprehensive education opportunities offered, HP reaffirms its commitment to lead in AI innovation and partner enablement, delivering effective solutions to customers worldwide. As the demand for AI continues to rise, HP remains at the forefront, empowering businesses to unlock the full potential of AI technologies.
HP is continuously expanding its suite of AI-powered tools, including chatbots, to create positive experiences for partners. To further improve efficiency and streamline business processes, the company has outlined a two-year roadmap aimed at transforming the HP Partner Portal into a more comprehensive digital platform that leverages AI technologies. As part of this initiative, it plans to launch a Partner AI Assistant to facilitate faster digital interactions, simplify onboarding, personalise user experiences, and provide real-time support, among other benefits.
Driving meaningful sustainable impact
Since 1939, HP has been committed to driving meaningful sustainable impact. In 2021, the company launched HP Amplify Impact, the IT industry’s first sustainability program for channel partners, which has now exceeded its goal of enrolling 50% of Amplify partners by 2025.
As sustainability becomes a key factor in evolving customer requirements, HP is equipping partners to meet legislative and customer demands. The HP Amplify Impact program offers best-in-class assessments, resources, and training to support partners on their sustainability journey. Participating partners have seen a 70% increase in win rate, leading to a two-fold increase in sustainable sales year over year.
With partner capabilities expanding, HP has shifted the program’s focus from helping partners develop sustainability plans to addressing customer needs and enhancing business growth with a positive environmental impact.
This strategic shift aims to further empower partners to thrive in a competitive market while maintaining a commitment to sustainability.
Helping partners to diversify
Digitisation and workflow automation represent key growth areas for partners. The HP Workforce Experience Platform (WXP) makes the start-up investment for partners to get into the digital employee experience (DEX) space easy. With WXP, partners can diversify into new businesses and acquire new customers, moving to a contractual, services-centric business model.
Once partners secure their WXP Sell and Manage Certification, they will get access to a partner view that includes a business management dedicated dashboard section, brand and communication customisation, reporting and trends, and multi-tenancy navigation. With multi-tenancy navigation, partners can select a customer and drill down into the customer view to perform specific actions such as running remediations, managing devices, and sending pulse surveys. For remediations, partners can choose to use the HP script gallery for pre-built scripts or create their own.
New features announced include:
AI Sentiment Analysis. Now includes AI capabilities to assess and improve employee experience by analysing thousands of free text surveys.
Fleet Explorer. A new AI-powered natural language processing (NLP) tool that lets users query fleet data instantly for insights.
Vyopta Integration. Enables HP and Vyopta customers to now check on the overall health of their organisation’s collaboration environment in WXP.
Pre-built scripts, alerts and dashboards. Help organisations monitor fleets and automate workflows.
AI-powered tools
The company has also added two new features to its collection of AI-powered tools that help SMBs simplify and enhance the print experience. The first streamlines the process of sharing scanned documents by using AI to summarise them and draft an email with the document attached, allowing for easy sharing via email or chat.
The second feature offers automatic and guided redaction to safeguard sensitive information, ensuring that private data remains secure on HP devices without requiring a cloud connection. These innovations aim to reduce the complexity and enhance the security of document handling for small businesses.
Printers that protect
HP’s new 8000 Series printers – including the HP Color LaserJet Enterprise MFP 8801, Mono MFP 8601, and LaserJet Pro Mono SFP 8501 printers – are designed with quantum resilience to protect against the quantum attacks of the future.
The printers feature application- specific integrated circuit (ASIC) chips designed with quantum resilience and enable the use of digital signature verification to protect firmware integrity against quantum attacks.
Printer manageability and protection is also enhanced through the new ASIC chips, which protect early-stage BIOS and BIOS boot firmware integrity, reducing the risk of data breaches.
Foundational to HP’s zero trust print architecture, these printers are designed to integrate seamlessly into existing zero trust network architectures. This helps organisations to take a unified, fleet-wide approach to their security strategies and protect against current and future threats.
As part of HP’s ongoing commitment to security innovation, this integration exemplifies its dedication to implementing quantum resistant algorithms as a foundational security layer across its PC and printer portfolios. Last year, the company introduced business PCs with firmware protections against quantum threats.
