HP is committed to transforming the graphics industry: 'The challenge is combining productivity, sustainability, and well-being.'

In an increasingly competitive and demanding market, the Colombian printing industry faces the challenge of digitalization, reducing costs, improving quality, and maintaining sustainability.

With that premise, HP participated in Andigráfica 2025, the leading trade show for the sector in Latin America, to showcase its "One HP" vision, which connects printing, workstations, software, and services into an integrated ecosystem.

“Each year of the Andigráfica fair reaffirms the importance of this market segment for Colombia, which represents a significant portion of our GDP and employs many people,” said Sandra Hinestroza, general manager of HP Colombia, in an interview with EL TIEMPO.

According to the executive, the company's commitment lies in "understanding how this digital transformation is taking place and bringing solutions to market that enable automation, reduce operating costs, and increase productivity."

At this edition of the fair, HP presented the HP Latex R530 printer , a multifunctional device capable of printing on rigid and flexible materials in a single run.

“For producers in the printing industry, this is a huge benefit because it allows them to run multiple runs on a single piece of equipment without having to change technology, bringing the total cost of ownership savings that this brings,” Hinestroza explained.

Another notable innovation was PrintOS, the cloud-based software platform that enables management of the entire production workflow, from planning to customer delivery.

"It allows for tracking through artificial intelligence tools. It's cloud-based, which also allows for very high operational efficiency and the versatility to run it from different devices," he explained.

HP also showcased its digital industrial printing strategy with equipment such as the HP Indigo 120K and 18K presses, which integrate artificial intelligence to automate processes, and the HP PageWide T4250 HDR and T500M HD presses, designed for high-volume printing with energy efficiency and reduced waste.

These innovations seek to replace analog technologies such as offset or flexography.

One of HP's key points is that technological adoption is not limited to the purchase of a device, but rather a long-term process.

“Part of the work we do with our business partners is to guide the client through the equipment implementation process, assist with installation, and transfer knowledge to ensure the equipment's features are maximized and that the client adopts it into their processes,” Hinestroza explained.

The executive acknowledged that the biggest challenge is often change management.

"Organizations are coming from typical, traditional processes. Making this transition requires a lot of management commitment, but also technical support so their production teams can easily adopt these methodologies. Especially with new software solutions, that's the biggest challenge," he said.

Regarding the common fears surrounding automation and artificial intelligence, Hinestroza was clear: “The work we have to do is show them how these solutions enable them to do their jobs better. This is human-centered. It's not just about automation and leaving it to their own devices. Humans are still the ones who control the process and ensure quality. It's true that some tasks will be replaced, but others are emerging that require greater skills. That's why training plays a very important role.”

In a context where the cost of paper and other inputs fluctuates with the dollar and the euro, waste reduction and energy efficiency are strategic factors.

Hinestroza explained that all HP equipment is developed under a sustainability pillar: "The customer knows how much kilowatt-hour they spend in their production process and can monitor it. We help reduce material waste. Our commitment is to help you maximize production quality and reduce the level of material waste in your processes."

Beyond printing, HP showcased its full portfolio of "Z" workstations for advanced design and modeling at Andigráfica, optimized with artificial intelligence capabilities and ready to integrate with large-format printing solutions.

“It's not just about showcasing equipment, but about demonstrating how we align our global strategy with the specific needs of the graphics sector in the region, with a focus on sustainability, productivity, and digital transformation,” said Hinestroza.

The executive also reflected on the cultural changes accelerated by the pandemic and the demand for hybrid work arrangements.

“Today, you work from anywhere: from a coffee shop, the airport, or while watching your kids' soccer game. Our job is to create the entire network that organizations' CIOs need to support this hybrid work, one that's transparent for the customer and efficient for the employee,” he said.

Regarding the apparent dissolution of the barriers between personal and work life, Hinestroza was philosophical but optimistic: “I don't think they're at odds. Reconciliation can be found. Obviously, culturally, it's a challenge for organizations. But being able to work from anywhere doesn't mean giving up your personal life, but rather taking advantage of the best of both worlds. If the technological tools are appropriate and the cultural environment allows it, reconciliation can be achieved.”

In a world where cyberattacks are increasingly common, HP has developed solutions like HP Sure Click to protect computing and printing equipment, which can also be attack vectors.

"We can't rely solely on the goodwill of users. We need to have the necessary safeguards. This type of application provides real protection against these attacks," Hinestroza explained.

For the company, safety and sustainability are as important obsessions as productivity.

“The impact of a cyberattack can be brutal for an organization. Very rarely does a company recover from that. That's why we invest so heavily in ensuring our entire suite of services and products have layers of protection,” he added.

Hinestroza summarized HP's vision for the country: “We have clients with 20 or 25-year relationships. This isn't a 'I'll sell you the machine and leave' business, but rather a joint growth business. It's about helping the client become more productive, more efficient, and more competitive. And also about helping people have a better relationship with their work.”