The HP Amplify 2025 conference has seen the launch of purported world firsts in the print sector, including protecting against quantum computing attacks and a compact printer capable of handling large format rigid and flexible media.
Nashville, Tennessee in the USA is known as being the country music capital of the world, but for three days in March, it was also the capital of the technological world, as HP Inc held its annual Amplify Conference in the city.
From March 17-19, some 1,500 commercial, retail, alliance, distribution partners and customers of HP descended on Nashville for the Ampify Conference, where more than 80 new AI-enabled solutions were introduced and on display in 40,000sq ft of show space.
The theme of this year’s event was shaping the future of work, and to empower people and businesses to create and manage their own way of working. As well as unveiling a range of PCs and AI-powered print tools for SMBs, HP also announced enhancements to its Workforce Experience Platform, which have all been built to drive company growth and professional fulfilment.
“HP is translating AI into meaningful experiences that drive growth and fulfilment,” said Enrique Lores, president and CEO at HP Inc. “We are shaping the future of work with game-changing AI innovations that seamlessly adapt to how people want to work.”
Changing how customers print
Among the many new launches at the Amplify Conference were innovations in the print sector.
For instance, HP announced how it is changing the way customers print and manage documents, making it easier and more efficient with new features and technology. This included two new features to its collection of AI-powered tools that help SMBs simplify and enhance the print experience.
The first feature 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.
Protecting against quantum computer attacks
One of the most significant announcements in the print sector was the unveiling of what HP say are the world’s first printers to protect against quantum computer attacks.
As Steve Inch, global senior print security strategist and product management lead at HP Inc, noted in a blog, the threat of quantum computers breaking asymmetric cryptography – the algorithms that our digital world relies on – grows every year. “Experts think there’s up to a 34% chance of this happening by 2034,” he wrote. “This would put encrypted communications at risk, compromise the existing digital signatures used for verifying the integrity of firmware and software, and dissolve digital trust.”
If a printer has no quantum resilience, a quantum attack at the firmware level would mean it would be fully exposed through malicious firmware updates, giving the attacker stealthy, persistent and total control of the device.
To counter this developing threat, HP has launched its new 8000 Series printers – including the HP Color LaserJet Enterprise MFP 8801, Mono MFP 8601, and LaserJet Pro Mono SFP 8501 – which have been designed with quantum resilience to protect against the potential quantum attacks of the future.
Features of the printers include:
• A foundation for quantum resistance: The printers’ new ASIC chips are designed with quantum-resistant cryptography and enable the use of digital signature verification to protect firmware integrity against quantum attacks
• Enhanced security at the hardware level: Printer manageability and protection is enhanced through the new ASIC chips, which protect early-stage BIOS and BIOS boot firmware integrity, reducing the risk of data breaches
• Seamless integration with Zero Trust measures: 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.
This forms part of HP’s commitment to innovation in device security – the company has already launched PCs that contain firmware protection against quantum computer attacks.
Large format breakthrough
Another printer launched at Amplify was the HP Latex R530 Printer, which is a compact all-in-one HP Latex printer capable of handling rigid and flexible media.
Its digital operation is designed to simplify workflows and maximise space, boosting efficiency for users. It is aimed at businesses in a range of sectors, from small and medium-sized print shops (PSPs) that want help to meet customer demands with high-quality prints and impressive output to construction companies undertaking large-scale projects.
In a blog, Daniel Martinez, global head and general manager, HP Large Format Business, noted that organisations seek innovative solutions to improve their operations, streamline processes, and expand their customer reach. “That’s why we’re excited to introduce new devices and solutions designed to address these challenges and empower businesses in the future of work,” he wrote.
All-in-one printing solution
Daniel added that HP has heard from PSP customers about the significant challenges they face when it comes to rigid printing, including space, cost and operational limitations. “Small and medium-sized print shops often struggle to find efficient workflows or resort to outsourcing, while larger PSPs seek solutions that can expand their offerings and execute short runs on both rigid and flexible media,” he explained.
The Latex R530 seeks to address these issues, offering significant capabilities in a smaller footprint and enabling PSPs to overcome the hurdles associated with rigid printing while taking advantage of new commercial opportunities.
For instance, the Latex R530 printer allows seamless adaptation between rigid and flexible applications. It delivers consistent, high-quality output across various media types, which can help PSPs to tap into new markets and expand their print applications. With automatic recirculation and printhead cleaning, businesses can enhance uptime and reduce maintenance costs. The single-phase power system provides effortless installation in limited spaces.
Sustainability is a key focus of the printer, with sustainable innovation features like direct-to-rigid printing which reduces waste and UL ECOLOGO®-certified HP Latex Inks. The printer promotes circularity with returnable maintenance cartridges and 25% recycled plastic in its design.
Daniel said that this eliminates trade-offs associated with traditional flatbeds for customers and gives small and medium-sized PSPs an all-in-one solution to elevate their operations and scale sustainably.
Streamlining workflows
Streamlining workflows is something that PSPs are increasingly looking to do, especially to integrate with their technology. Daniel said that the new HP PrintOS Production Hub offers a centralised, real-time platform for order management and remote production control. This software optimises print operations, reducing inefficiencies and errors. With precision, efficiency and control PSPs can enhance their print workflows and deliver superior results.
The Latex R530 Printer is expected to be available globally from April.
Partner program updates
Elsewhere at the Amplify Conference, HP 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 the Amplify AI program with new resources and use cases to help partners accelerate adoption.
Overwhelming success
Neil MacDonald, HP’s UK & Ireland senior channel director, hailed the success of the conference. “The HP Amplify Conference 2025 has been an overwhelming success, reinforcing HP’s commitment to partner enablement, AI-driven innovation, and sustainable growth.
“HP continues to innovate and invest in the print sector, ensuring that partners have access to industry-leading security, efficiency, and AI-driven solutions.
“A standout development is the new HP LaserJet Enterprise 8000 Series Printers, which are the first in the world to protect against quantum computer attacks. This is a game-changer for businesses in highly regulated industries that need future-proof security.
“For SMBs, HP has introduced new AI-powered print tools that simplify and enhance the print experience.
“The expansion of AI-powered solutions, from AI PCs to advanced print security and workflow automation, positions HP as a leader in the next wave of digital transformation.”
