HP launches new Amplify AI programme to tackle multi-billion-dollar AI spending

The programme aims to support the vendor’s partners with AI knowledge, certification and tools

HP has enhanced its Amplify programme with the roll out of HP Amplify AI, in a move to guide partners through the global AI transformation.

Arming partners with AI tools, guidance, resources, training, and certification, the persona-based programme will help them tackle the future worldwide AI spending, predicted to reach $632bn (£486.86bn) by 2028.

Other upgrades will include the availability of HP Future Ready AI MasterClass content in various languages - to which more than 12,000 users have enrolled in over the past six months - and the global expansion of the HP business partner programme.

The new programme will also include HP Amplify AI HUB, a centralised resource for AI training, certification, and tools, on a mission to help partners sell AI devices and solutions more effectively.

“As AI transforms industries, we are committed to supporting our partners with AI knowledge, certification, and tools,” said Kobi Elbaz, SVP and general manager of global channel, sales innovation and operations at HP.

“Collaboration with our partners fuels growth and enhances capabilities, leading to more meaningful customer experiences and outcomes,” he added.

HP Amplify AI will launch on 1 November

On top of these benefits, HP’s eligible partners will have access to coaching and practical use cases that illustrate the importance of AI PCs.

Globally, there is a dire need for partners and the channel as a whole to understand the importance of such technology, as shipments are predicted to increase by 165.5 per cent in 2025.

In 2023, HP’s CEO Enrique Lopes said that the company was already preparing for the launch of AI PCs, even if their adoption might take some time.

HP partners will be able to gain certification opportunities and recognition for HP AI proficiency and AI-powered sales tools to track their progress, as well as supporting customers on their AI journey and prepare their businesses with AI-powered products and solutions.

HP first launched its HP Amplify partner programme in November 2020, in a mission to drive partner development through a simplified global structure, rewarding performance, collaboration, and capabilities.

The recent enhancement follows the two AI updates to its programme this year.

In March, the vendor made changes to HP Amplify by including a role-based AI partner training and certification programme and by expanding its sustainability initiative, Amplify Impact, to distribution partners.

In May, it enhanced its programme with a new two-track structure, AI training, and certification programme, as well as extended partner sustainability assessments and training.

The three latest additions to HP Amplify partner programme consolidate HP’s role in guiding partners while prepping for the future of AI and its consequences for the years to come.