The Connected Home Is Evolving into an Intelligent Ecosystem

Exclsuive interview with Jason Ou President, Hisense Middle East. Africa, and India

Smart homes are moving beyond individual connected devices towards more integrated living experiences. How is Hisense approaching this shift, and what role do you see the brand playing in the evolution of connected homes across the Middle East?

At Hisense, we recognized early that the future of the smart home isn’t simply about connecting devices, it’s about creating intelligent companions that understand and anticipate how families live. Our vision has evolved from “connected life” to “smart connection powered by AI,” where every device in the home becomes part of an intelligent, communicative ecosystem.

This is the foundation of our ConnectLife platform, which unifies Hisense refrigerators, washing machines, TVs, dishwashers, and air conditioners into one seamless ecosystem. But connectivity alone is no longer enough. Our global vision is to transform home appliances into AI companions, moving toward what we call Artificial Super Intelligence (ASI) in the home, where devices don’t just respond to commands but actively partner with consumers to enhance their daily lives.

At IFA Berlin, we showcased this AI companionship philosophy across our product range. Our smart refrigerators, powered by AI and voice control, manage food inventory and suggest recipes. Our air conditioners intelligently adapt to preferences and environmental conditions. The award-winning X-zone Master washer dryer, which claimed the CES 2026 Best of Innovation Award, uses AI Assist to detect fabric types and optimize cycles automatically. These are household companions that learn, adapt, and improve over time.

The Middle East, with its strong appetite for premium technology and its culture centred on family gatherings and hospitality, is ideally positioned to lead this evolution. Hisense is committed to shaping the connected home experience across the region, not by adding more devices, but by transforming them into intelligent companions that enhance how families live together.

UAE consumers are increasingly looking for homes that combine convenience, energy efficiency, entertainment, and intelligent technology. How are these changing expectations influencing Hisense’s product development and regional strategy?

The UAE stands as the most digitally advanced market in the region, with consumers who are early adopters of technology and innovation. The fast-paced lifestyle here means UAE consumers actively seek products powered by AI that simplify their lives while delivering premium experiences. This market insight directly shapes our regional strategy and product development.

Convenience through intelligent technology: UAE consumers don’t have time for manual adjustments. Our ConnectLife ecosystem and AI-powered automation address this, whether it’s a washing machine that intelligently selects the optimal cycle or an air conditioner that anticipates comfort needs before you even think about it. AI transforms everyday tasks into seamless, automated experiences.

Energy efficiency as intelligent innovation: Sustainability matters to UAE consumers, but not at the expense of performance. Our U8 air conditioner, recognised with a Red Dot Award, exemplifies how AI can optimise energy consumption while maintaining exceptional comfort. The X-zone Master washer dryer uses heat pump technology for gentle, low-temperature drying at 50°C, protecting fabrics while significantly reducing energy use, intelligence that benefits both households and the environment.

Entertainment reimagined: This is where Hisense has established clear leadership. As the originator of RGB MiniLED technology, our flagship displays deliver cinema-grade experiences that discerning UAE consumers demand. The UR9 Series achieves 100% BT.2020 colour coverage, while our laser display portfolio redefines home entertainment possibilities.

Intelligent technology is the thread connecting all three pillars. Our localised R&D centre in Dubai ensures products are tailored to regional requirements, while our manufacturing facilities across the region demonstrate our commitment to serving this market with agility and precision.

Interoperability remains a key challenge in smart-home adoption, with consumers often managing devices across different platforms and ecosystems. How is Hisense addressing this challenge to make connected living more practical and accessible?

Interoperability is one of the greatest barriers to smart home adoption, and addressing it has been central to our strategic vision for the connected home. ConnectLife is Hisense’s answer to ecosystem fragmentation, but we’ve designed it to go far beyond simple device management. It serves as a unified platform where our full range of products don’t just connect, they communicate, analyze, and optimize experiences together. Refrigerators, washing machines, televisions, dishwashers, and air conditioners become nodes in an intelligent network that understands household patterns and preferences.

The PureFlat Smart Series refrigerator exemplifies this vision. Through ConnectLife, it transforms from a kitchen appliance into a connected hub for household life, enabling meal planning, content sharing, and family communication. The X-zone Master washer dryer integrates seamlessly, with AI Assist optimizing every cycle based on real-time data from across the ecosystem.

What distinguishes our approach is the shift from devices you control to devices that learn from each other. When our appliances analyze your patterns, your preferred temperatures, your viewing habits, your food consumption, they collectively optimize energy usage, suggest improvements, and anticipate needs. The home becomes an intelligent environment that adapts to how each family actually lives.

Rather than locking consumers into proprietary systems, we focus on creating seamless experiences that feel natural. When a large-format display delivers cinema-grade visuals, an air conditioner maintains the ideal viewing environment, and a refrigerator keeps refreshments ready, all coordinated intelligently, the home truly becomes greater than the sum of its parts.

Artificial intelligence is becoming a defining feature of next-generation home appliances and entertainment systems. Where do you see AI delivering the most meaningful improvements to everyday living, beyond simply adding more features to connected devices?

The meaningful impact of AI lies in transforming appliances from devices you control into intelligent companions that understand you. This represents a shift, from smart appliances that respond to commands to AI-powered systems that connect with each other, communicate, analyze patterns, and proactively optimize your home experience.

In home entertainment, our Hi-View AI Engine RGB processor works in real time, analyzing content to optimize color accuracy, contrast, and motion handling. It learns your viewing preferences and adapts, sport, film, and gaming are each rendered with the precision they deserve, without requiring manual adjustment.

In laundry care, the X-zone Master’s AI Assist represents a leap forward in intelligent companionship. The system doesn’t just follow instructions, it detects fabric types, analyses soil levels, and optimizes washing and drying parameters automatically. It learns from each cycle to deliver better garment care with less effort over time.

In climate control, AI enables our air conditioners to become environmental companions. They learn household patterns, analyze preferences, and adjust temperature proactively, maintaining comfort without constant input, particularly valuable in the Gulf region’s demanding climate.

In kitchen appliances, AI-powered refrigerators track food inventory, analyze consumption patterns, suggest recipes based on available ingredients, and even optimize energy usage based on household routines.

The transformative element is when these AI companions work together, sharing data, analyzing collective patterns, and optimizing the entire home environment. This is the vision Hisense is building: homes where AI doesn’t just add features, but genuinely understands and enhances how families live.

Hisense has recorded significant growth in the Middle East and Africa under your leadership. Which shifts in consumer behaviour, distribution, or product demand have contributed most to this momentum, and how are these insights shaping the brand’s next phase of growth?

Our growth across this diverse region is driven by a combination of key factors: a strong and innovative product portfolio, deep understanding of local market dynamics and consumer preferences, strategic partnerships, and our ability to deliver tailored solutions that meet evolving needs across different markets.

Strong product innovation: Our leadership in RGB MiniLED technology and large-format displays, Hisense ranks No. 1 globally in the 100-inch and over TV segment according to Omdia (2023-Q3 2025), reflects our commitment to genuinely differentiated products. The recognition of our X-zone Master at CES 2026 and IFA Berlin validates our approach to scenario-based innovation. Euromonitor International has certified Hisense as the fastest-growing brand among the world’s top 10 washing machine manufacturers over the past five years, momentum we’re building across all categories.

Deep market understanding: Consumer behavior across the region has shifted decisively toward premium, integrated solutions. Families want ecosystems that work together intelligently. In the GCC, the cultural emphasis on hospitality and shared experiences aligns naturally with our whole-home technology philosophy. We’ve invested in understanding what each market needs and tailoring our approach accordingly.

Strategic partnerships and localization: Our partnerships across retail and distribution channels have been crucial in reaching consumers effectively. Our manufacturing facilities in South Africa and Algeria, with a major facility under development in Egypt, bring production closer to consumers and demonstrate long-term regional commitment. Our R&D centre in Dubai ensures products address local requirements.

Looking ahead, these insights shape a strategy focused on deepening ecosystem connectivity, expanding our premium portfolio, and leveraging our position as official sponsor of the FIFA World Cup 2026™ to strengthen brand resonance with families across the region.

Hisense has expanded its television portfolio with technologies such as Mini-LED and larger-screen displays. How are these innovations shaping the brand’s premium home entertainment strategy in the UAE, and what can consumers expect next?

Display technology is at the heart of our premium entertainment strategy, and RGB MiniLED represents the future of television, a future Hisense originated and continues to lead.

We developed RGB MiniLED technology with three fundamental advantages that give us a clear edge over competition:

True colours: Unlike conventional displays that use blue LEDs with colour filters, RGB MiniLED uses dedicated red, green, and blue LEDs for the purest, most accurate colour reproduction possible. Our UR9 Series achieves 100% BT.2020 colour coverage, delivering what the content creators actually intended.

Eye protection: The natural light spectrum produced by RGB technology is gentler on eyes, reducing strain during extended viewing, particularly important for families in the UAE who value premium entertainment experiences at home.

Energy efficiency: RGB MiniLED delivers superior brightness and colour with lower power consumption than traditional technologies, intelligent innovation that doesn’t compromise on performance.

We’ve deployed this technology across our flagship lineup, the UX, UR9, and UR8 Series, paired with our Hi-View AI Engine RGB processor and native 180Hz refresh rates for exceptional precision in sport, gaming, and fast-paced content.

According to Omdia, Hisense ranks No. 1 globally in the 100-inch and over TV segment (2023-Q3 2025), reflecting both consumer demand for immersive screens and our ability to deliver at scale.

Our laser display portfolio extends this vision further. The L9Q Laser TV delivers cinema-grade screens up to 200 inches, while the Laser Projector XR10 offers 6,000 lumens brightness, 60,000:1 contrast ratio, and projection capability up to 300 inches, fundamentally dissolving the distinction between television and home cinema.

UAE consumers can expect continued innovation at the intersection of display technology and AI, screens that not only deliver exceptional picture quality but adapt intelligently to content, lighting conditions, and preferences. Combined with premium audio partnerships like our collaboration with Devialet, we’re building complete entertainment experiences, not simply selling screens.