Peter Oganesean, Managing Director – Middle East and East Africa at HP, has penned an exclusive thought leadership article that examines how AI and personalisation are totally transforming productivity across the Middle East region.
The Evolving Work Landscape
AI is rapidly redefining productivity across the Middle East, with 91% of regional organizations viewing it as the most transformative force in business today. Yet, there is still a significant disconnect between employee expectations and working realities, even with the quick pace of development.
According to the 2024 HP Work Relationship Index, just 28% of knowledge workers report having a healthy relationship with work—a stark reminder of the ongoing challenges in employee engagement.
At the same time, the data reveals a powerful insight: 87% of employees would willingly waive part of their salary in exchange for a more personalised work experience. The question is no longer whether we should personalise the workplace, but rather how to do so.
The Shift Towards Human-Centric Innovation
At HP, we believe that technology should not only drive performance but also empower people. Our goal is to make work feel more human. Our strategy is built on one core principle: building solutions that put people first. It could be through collaboration, better protection, or just helping employees feel more in control of their day.
Employees are more committed, innovative, and resilient when they have access to technology that meets their demands. And this people-first approach to innovation has never been more important in an area as dynamic as the Middle East, where digital change is moving at a rapid rate.
How AI-Powered Devices Are Shaping the Way We Work
The next generation of AI PCs are engineered to bring personalisation to the forefront. These are not just tools; they are companions that adapt in real time to how users work, communicate, and collaborate.
The HP OmniBook Ultra Flip has a 3K OLED display, a long-lasting battery, and a powerful AI engine that adjusts in real time to your needs. Whether you’re jumping between meetings or deep in a creative flow, this device keeps up without missing a beat. Features like AI-powered onlooker detection and presence sensing offer an added layer of privacy and intelligence, making work smarter and safer.
What’s more important is how these devices feel. They don’t just get the job done, they help people feel more active and in control. And that matters. Employees today are seeking more than efficiency; they want autonomy, purpose, and flexibility. With AI, we finally have the tools to deliver those needs in real, tangible ways, turning technology into a true enabler of meaningful work.
The Numbers Say It All: The Work Relationship is unsatisfactory
The findings from the 2024 HP Work Relationship Index highlight a clear correlation between AI and employee satisfaction. 73% of knowledge workers who already use AI said it makes their jobs easier—yet a majority still don’t feel fulfilled by their work. This is a clear sign that organisations need to go beyond productivity and start designing work that truly supports people.
The good news? AI is making a difference—adoption jumped from 38% to 66% in a year, and users are globally happier than the non-users.
We are experiencing a new era of AI that enhances emotional connection in addition to operational efficiency. AI becomes a driver of workplace fulfillment and well-being with tools that improve collaboration, personalise workflows, and reduce friction.
Where the future of work is heading
The future of work is already here—and thriving in it means putting people first. That’s where AI, and companies such as HP, truly make an impact.
We are building a future where people can truly appreciate their work. And that begins by ensuring the tools we provide work for them, not the other way around.