HP image assistant default install location = C:\SWSetup

C:\SWSetup

This tool is brilliant for getting HP laptops up to date with the right Firmware, BIOS & drivers.

You can download it here: https://ftp.ext.hp.com/pub/caps-softpaq/cmit/HPIA.html 

Here is a guide to deploying it via powershell. https://silentinstallhq.com/hp-image-assistant-hpia-install-and-uninstall-powershell/

You can also include it with software center too.