Empowering Creativity in the Enterprise with NextGen Tech
Learn how HP drives innovation and creativity through partnerships and collaboration.
As artificial intelligence evolves from a buzzword into a practical tool, the question is no longer if brands should use it, but how. How can businesses balance the power of AI with the human creativity that fuels meaningful connections? And how can collaboration—not just within teams but across industries—unlock new opportunities to solve customer challenges?
These questions were front and center in a discussion between Spike Huang, VP of Products at HP, and Denise Colella, VP of Global Digital Strategy at Adobe, at CES 2025’s C Space. Part of the "AI Now: Marketing's Journey from Hype to How" series, organized by Monks in collaboration with Adobe, their conversation explored how next-generation technologies like generative AI and advanced hardware are transforming the creative process—both for marketers and the enterprises they serve.
Curious to hear the full conversation? Watch below to learn how HP and Adobe are shaping the next era of innovation—and how you too can leverage the power of partnerships to drive creativity and innovation in your own organization.
“In this age of AI, it does change the dynamic on how we think about partnership.”
– Spike Huang, VP of Products, HP
Huang shared how HP has embraced a collaborative approach to innovation, using partnerships to tackle challenges that no single company can solve alone. He highlighted the brand’s work with Adobe to create bespoke tools like an advanced capture device for Adobe Substance and its collaboration with NVIDIA to bring AI-powered solutions to life. These partnerships, he explained, are critical to staying ahead in a world where technology evolves faster than any one company can keep up.
But the conversation wasn’t just about technology; it was also about culture. Huang introduced the idea of “purposeful mistakes”—a concept HP uses to encourage experimentation and learn faster—and both speakers emphasized that in this era of rapid change, success comes from embracing risk, staying nimble and finding new ways to collaborate across disciplines.
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