by DPS Magazine staff
At the recent Dscoop Edge Rockies, DPS Magazine had the opportunity to sit down with HP Industrial’s new GM of Industrial Print Software and Solutions, Diana Pascual.
An HP veteran of more than 15 years, Pascual started in this role in December of 2025 with a vision for human-centric technology as it applies to artificial intelligence (AI) and digital print.
Q. Please tell me a little bit about your background.
A. I am a computer engineer and have a master’s degree in human-robot interaction. I joined HP 18 years ago. I started in Large Format, spending 14 years primarily on the Large Format Latex business in the production segment, focusing on software development and quality management.
Then, I was asked to be part of the marketing launch event for a product. For me, it was an eye-opening experience and it completely changed my perspective on things.
When the opportunity for my current role came up, I couldn’t say no. I’m very happy and excited to have this job. I feel like I’ve worked my entire career for this and it’s a personal mission of mine to make support work in HP.
Q. This is your first Dscoop. How does it compare to your expectations?
A. It has exceed my expectations significantly. People would tell me ‘you’ll see, it’s different from a trade show. It’s not a traditional conference.’ What really warms my heart is seeing the customers talking so openly about their challenges and opportunities. No one feels like they are competing with anyone. For me this is very touching.
Q. In the industrial print space, the HP is shifting its strategy from being a hardware manufacturer to a software company. Can you discuss the process for getting there?
Two years ago a decision was made to focus on software. Of course, we’ve been doing software for years, but it was more to accompany or enhance hardware.
The whole ecosystem in transforming and just providing hardware is not going to be enough.
We bought Site Flow six years ago and eventually made the decision to focus on software as the core of the business transformation for customers.
Q. HP is leading player in the high volume production market in both PageWide and Indigo technologies. From a software perspective, what needs to be done to move more analog jobs to digital?
A. The workflow begins with the brands. At HP we are starting to move our focus from the press, but one piece that we’re working on is education. The workflow does not begin in the door of the print provider. To really accelerate the analog to digital transformation, the workflow has to begin in the brand.
Q. Let’s talk about HP Nio. What sets it apart from other AI applications?
A. HP Nio started as to answer the question, how can we make AI real to our customers? Everyone is getting used to ChatGPT, so this is the easiest use case. HP Nio will grow in different directions through the introduction of more data sets, processing, and regional data.
Q. Okay, so now let’s discuss labor. It is one of the biggest considerations when it comes to the need to automate. What role does HP play in the push to automation when it comes to reducing labor needs?
A. I am of the opinion that the technology that we are going to create needs to be human centric. This is Industry 5.0, where technology harmonizes with humanity.
I sounds like a tagline, but it is, but it’s real. We are coming from Industry 4.0 where automation is task oriented. But now, we’re are adding AI on top that learns, creates, and gives you the tools to make more sophisticated decisions.
Editor’s Note
Find more information at Dscoop in our event coverage online and in our March/April and May/June issues!
Apr2026, DPS Magazine
