Localization is at the Core of Hisense’s Middle East Strategy!

In conversation with Jason Ou, President, Hisense Middle East & Africa on regional R&D, AI-powered products, and next-generation home innovation.

Here in the interview, we take a look at the strategic role of its Dubai R&D Centre in localizing global innovation for Middle Eastern consumers, ensuring products are climate-ready, culturally relevant, and aligned with regional lifestyles.

We talk about how the company is embedding AI across TVs and home appliances to improve performance, energy efficiency, and ease of use, while reducing manual intervention.

Through Hisense we take a look at the advantages of Laser TV technology, and what Hisense is offering through its large-format, energy-efficient cinema experiences suited to our homes.

Can you start by telling us about the role of the Hisense R&D Centre in Dubai within the company’s broader innovation ecosystem?

Our Dubai R&D Centre is an essential part of how we localise global Hisense technology for the Middle East. It allows us to test products under real regional conditions, understand consumer behaviour more accurately, and adapt features or performance where needed.

The centre also helps us coordinate closely with local partners, retailers, and government entities. This ensures our innovations are not only technically strong, but also aligned with local lifestyle needs, climate demands, and regulatory standards. It strengthens the link between our international R&D network and what consumers expect from the brand here.

• Can you share examples of product tweaks or innovations that originated from local feedback? How does the R&D team ensure Hisense products meet the expectations of increasingly tech-savvy and connected households in the region?

We’ve made several practical product adjustments based on insights gathered in this market.  For example, we enhanced compressor durability and airflow design to handle prolonged periods of extreme heat, dust, and humidity. We also refined our filtration systems to better suit environments where air quality can vary throughout the year. Another important highlight is our anti-mould functionality, developed specifically for this region. During the summer months, higher levels of humidity can lead to mould formation within AC units, so we engineered a cycle that keeps internal components dry and prevents mould from growing, ensuring cleaner air and improved long-term performance. Additionally, we’ve optimised cooling performance to ensure faster temperature recovery, which is a key priority for consumers in this climate.

From a smart technology perspective, we have incorporated features such as AI-enabled energy optimisation, advanced Wi-Fi controls, and more intuitive mobile app interfaces. These include smart notifications and automated modes that help users maintain healthier indoor air quality, especially during periods of high humidity. These updates came from feedback that users want greater visibility and control over energy consumption, remote access, and seamless integration with smart home systems.

To stay connected with highly tech-savvy consumers, we run continuous testing cycles and user studies. We also gather retailer feedback and analyse usage data to understand how households interact with our products. This helps us shape updates and features that are relevant, intuitive, and reliable for the region.

• How is Hisense embedding AI into its consumer products? Beyond convenience, what real benefits does AI bring to users?

We apply AI where it consistently delivers value. In TVs, AI enhances picture and audio quality by analysing content and room conditions in real time. In appliances, AI improves energy efficiency, adjusts performance based on usage patterns, and supports predictive maintenance, reducing the likelihood of breakdowns and improving overall product life. In our laundry category, AI plays an increasingly important role in recommending the ideal wash cycle based on fabric type, colour, and load size. It can even set the appropriate water temperature and spin speed, helping users to protect delicate garments while improving wash performance.

For users, the benefit is straightforward: better performance with less manual intervention. AI helps the product adapt to the user, rather than requiring the user to adapt to complex settings.

• What differentiates Laser TV from traditional LED or OLED technology, both in performance and environmental impact?

Laser TVs offer a fundamentally different viewing experience and cannot be directly compared to traditional LED or OLED panels, as they each serve different purposes. The laser TV is designed to replicate a true cinema environment; it uses ultra-short throw laser technology which is better suited for large-format screens due to consistent colour accuracy, strong contrast, and reduced eye strain. It performs especially well at sizes above 100 inches, where conventional panels become less practical, heavier, and significantly more power-intensive.

From an environmental standpoint, the laser TV uses far less energy and production materials than similarly sized LED or OLED screens. This makes it a more sustainable choice for consumers who want a big-screen experience without the high power consumption of traditional panels.

At Hisense, we are pioneering this category globally, with a current positioning as the world’s number one laser TV brand. We endeavour to continue expanding the technology to bring the big-screen cinema experience into modern homes.

• How is Hisense adapting its Laser TV lineup for Middle Eastern consumers, who often value both cinematic experience and design aesthetics?

Middle Eastern households are generally more accommodating of large, high-quality displays and interior design. While we have not developed a laser TV range exclusively for the Middle East, we are continuously enhancing our overall TV ecosystem in ways that benefit local users, particularly through our updated VIDAA operating system, which now includes more Arabic interfaces, regional apps, and local streaming platforms such as Shahid.

The region presents a strong opportunity for laser TV adoption, especially in large homes and villas where dedicated cinema rooms are becoming increasingly popular. The Hisense laser TV is ideal for this environment, offering an ultra-short throw set-up, immersive large-format viewing, and a cinema-style experience without the need for complex installation or heavy wall-mounted panels.

We continue to focus on features such as ALR (ambient light rejection) screens, enhanced sound performance, and clean, modern industrial design, all of which make laser TV a natural fit for households looking to elevate both their viewing habits and their interior spaces.

• What are the next big innovation priorities for Hisense in the Middle East?

Across the world and in the MEA region, our goal is to innovate products that simplify everyday life. We are focused on advancing our AI chips, enhancing intelligent capabilities, and expanding ConnectLife to build a fully connected home ecosystem that is smarter, more intuitive, and increasingly predictive.

We are also strengthening our core product lineup with meaningful category breakthroughs. In our laundry segment, we recently launched PureView and X-Zone Master, two products that we believe represent a new standard in performance, design, and user-centric innovation. In the display category, we’ve introduced the 116-inch RGB Mini-LED, a landmark innovation that we expect will redefine what consumers can expect from large-screen entertainment.

From a regional standpoint, we continue to develop our air-conditioning solutions to withstand extreme heat, humidity, dust, and long operational hours , priorities that are especially important for the Middle East. For home appliances, we’re building features tailored to local lifestyles, such as the Abaya wash cycle in our washing machines, ensuring cultural relevance and ease of use for consumers in this market. These initiatives reflect the growing needs of our consumers in the region: reliability, connectivity, climate-ready performance, and elevated home entertainment experiences