“The goal is to continue incorporating innovation so that our customers can produce with greater quality, efficiency and sustainability.”
On the occasion of FESPA, News Packaging He interviewed Daniel Martínez to talk about HP's latest innovations, which they presented at the fair, including the series of HP DesignJet Z6 and Z9 printers⁺ PostScript Plus EditionThis launch reinforces HP's momentum in large-format printing, which includes ongoing innovation in workflow automation with HP PrintOS Production Hub and the HP Latex FS70 W.
Last year HP inaugurated the Artificial Intelligence Hub to coincide with the 40th anniversary of its Barcelona Center of Excellence. What is your assessment of this first year?
The opening of the Artificial Intelligence Hub has been a major milestone for the division and for HP's Center of Excellence in Barcelona. We currently have over 300 professionals working on artificial intelligence projects, which has solidified the center's position as one of the company's global leaders in this field.
Our goal goes far beyond technological development. In addition to creating new AI-based solutions, we work on how to bring these innovations to market, how to integrate them into new business models, and how to generate knowledge that benefits both our clients and the rest of the organization. This entire innovation ecosystem is being developed from Barcelona.
Over the past year, we have already launched several solutions developed entirely at our center. Among them is Nio, a conversational experience for industry that allows interaction with machines using artificial intelligence. We have also launched a vectorization service capable of transforming printed plans into editable AutoCAD files, as well as a solution that generates three-dimensional projects from AI-created concepts for subsequent printing.
Furthermore, we continue to work on new developments that we will be announcing throughout the year. Some of these are related to industrial printing, and others to different areas of HP, such as the personal computer division, where technology is also being developed to run artificial intelligence models directly on devices.
Indeed, one of the major trends we're seeing is the shift of computing power from the cloud to the device itself. Forecasts indicate that, in the coming years, the percentage of AI processes running locally will increase from around 5% today to nearly 50% by 2030. For HP, this represents a strategic opportunity, as the device will once again play a leading role in AI-based computing.
Artificial intelligence is accelerating industrial automation. However, many companies are concerned about data confidentiality. How is HP responding to this challenge?
This is a perfectly logical concern, and in fact, we hear it frequently in industrial sectors where information is one of companies' most valuable assets. Artificial intelligence brings enormous improvements in productivity, automation, and efficiency, but that shouldn't mean giving up on protecting intellectual property or confidential data.
That's why we're promoting a model where more and more artificial intelligence processes run directly on the device. This approach offers several advantages: it reduces latency, improves performance, and, above all, ensures that information always remains within the company environment without needing to be sent to the cloud.
In industries where designs, proprietary developments, or sensitive information are managed, this capability provides a much higher level of security, because protection no longer depends solely on contracts or privacy policies, but on a physical limitation: the data never leaves the device.
Furthermore, at HP we are developing solutions like Boost, which allow you to leverage the computing power of multiple devices within the same organization to run artificial intelligence processes in a distributed manner, no longer on your private device, while maintaining control of the information within the company itself.
HP recently introduced new Latex printing solutions. What benefits do they offer to print service providers?
Over the past twelve months, we have practically renewed our entire Latex printing portfolio. Last year we introduced the Latex 730 and 830 series, followed by the new Latex R530, and now we are adding the Latex FS70, which represents our highest-productivity machine in this family.
The Latex R530 stands out as a hybrid printer capable of switching from rigid to flexible media in less than two minutes, a feature that is currently unique in the market and provides enormous flexibility to print service providers.
Meanwhile, the new Latex FS70 increases productivity by approximately 30% compared to the previous generation, allowing for higher production volumes without sacrificing quality.
We are seeing excellent reception in applications such as decoration, wall coverings, and commercial printing. Many customers already using Latex technology are now looking to increase their productivity, while others from alternative technologies particularly value the automation of our equipment, software integration, and workflow optimization.
Indeed, one of the most interesting advances is the integration of artificial intelligence into the production software. We have developed a solution capable of automatically detecting low-resolution images and upgrading them to print-ready quality. A file received at, for example, 96 dpi can be automatically transformed into a 300 dpi image directly integrated into the workflow.
The system not only performs the enhancement but also alerts the operator beforehand when it detects that a file does not offer the appropriate resolution. This reduces errors, improves the final product quality, and presents a much more professional image to the client without significantly increasing production time or costs.
In the specific field of packaging, what solutions does HP offer?
Our packaging offering is primarily based on the PageWide and Indigo platforms, technologies that respond to the main trends currently transforming the sector: personalization, sustainability, and the need to produce increasingly shorter series with maximum efficiency.
Our proposal is based on three fundamental pillars. The first is print quality. Both color reproduction and image definition allow for finishes with a high perceived value, something especially important for brands seeking to differentiate their products on the shelf.
The second pillar is the efficiency of the entire production process. This isn't just about printing faster, but about optimizing workflows, automating processes, and integrating software to streamline production. All of this allows for a more agile response to the growing demand for personalization and short runs, a trend driven by both established brands and startups that require greater flexibility.
Finally, the third key focus is sustainability. For years we have been committed to water-based ink technologies that meet the most stringent regulatory requirements and, moreover, do not generate odors. This is especially relevant in sectors such as food, toys, and certain textile applications, where regulatory requirements are particularly high.
Our goal is to continue incorporating innovation in both hardware and software and artificial intelligence so that our customers can produce with greater quality, efficiency and sustainability, while strengthening the positioning of their own brands.
