As GITEX GLOBAL 2025 approaches, HONOR is setting itself at the forefront of the artificial intelligence landscape in the region. With an expanding presence in the GCC, the brand aims to demonstrate how advanced technology can enhance personal experiences, featuring innovations such as the first-ever AI Deepfake Detection tool and streamlined integration with HONOR Connect. In a discussion, Debo Zhang, general manager of HONOR GCC, shares insights into the company’s AI-centric strategy, growth ambitions in the region, and what attendees can expect from HONOR’s presence at GITEX and beyond.
What Innovations is HONOR Showcasing at GITEX GLOBAL 2025
At this year’s GITEX GLOBAL, HONOR is unveiling its interconnected ecosystem comprised of smartphones, tablets, laptops, wearables, and more, all designed to enhance daily life with AI capabilities. A highlight is our pioneering AI Deepfake Detection solution, equipping users with tools to identify manipulated content and enhance their security. This initiative embodies our dedication to creating technology focused on human needs, promoting trust and a safer digital environment for all.
How Does Your Participation at GITEX GLOBAL Fit Into Your Growth Strategy in the GCC
GITEX GLOBAL serves as the perfect platform for HONOR to reaffirm its ongoing commitment to the digital evolution within the GCC. It allows us to engage with partners, government representatives, and consumers, while showcasing innovations that resonate with local market demands.
Our growth strategy is centered on building local partnerships, expanding our AI ecosystem, and enhancing both offline and online retail efforts. The UAE serves as our primary operational hub, with plans to strengthen our presence in Oman, Qatar, and Bahrain through tailored strategies.
Could You Elaborate on the AI Alpha Plan and Its Human-Centric Approach to AI
The AI Alpha Plan represents our strategy to infuse meaningful AI into the lives of people throughout the Middle East. It involves developing devices that comprehend user needs rather than merely responding to them. By employing deep learning and extensive language models, we endeavor to create technology that anticipates user requirements, adapts to their lifestyles, and boosts creativity.
From optimizing device performance in regional climates to ensuring data privacy, each feature aligns with our vision for human-centric AI—intelligence that empowers, safeguards, and simplifies life in an intuitive manner. This philosophy also extends to our retail initiatives, where we encourage consumers to experience it firsthand.
On October 26, we plan to launch our new flagship store at Dubai Mall, envisioned as an AI Smart Living Innovation Hub—a venue where state-of-the-art technology converges with cultural elements.
How Do Regional Partnerships Support the Company’s AI Vision, and Are There Any New Collaborations to Highlight at GITEX GLOBAL
Collaborations are essential for integrating innovation into daily life. We are partnering with Zayed University to provide students with practical AI learning experiences and develop an on-campus innovation center.
We are also engaging with local organizations to tailor AI solutions that cater to the region’s specific needs, ensuring our technology remains relevant and deeply connected to the communities we serve.
How is HONOR Distinguishing Itself in the Competitive GCC Market Shaped by AI
HONOR’s distinctiveness lies in our human-centric AI strategy, making innovation both intelligent and user-friendly, as well as powerful and personal. In contrast to competitors who focus primarily on performance, we prioritize trust, privacy, and practical usability.
Our on-device AI Deepfake Detection is a groundbreaking innovation, shielding users from altered content. Features like AI Magic Portal and Magic Sidebar enhance multitasking efficiency, while HONOR Connect ensures smooth device integration—including across different ecosystems. This combination of innovation, security, and empowerment differentiates HONOR in the rapidly changing GCC market.
What Are Your Medium- to Long-Term Plans for HONOR in the GCC and the Broader Middle East
Our aspiration is to position HONOR as the leading brand in the AI ecosystem within the region, transcending beyond just smartphones. We plan to grow through a tripartite approach:
- Enhancing post-sales support and establishing premium retail experiences, such as the upcoming Dubai Mall ‘AI Smart Living Hub’
- Forging deepening partnerships with governments, educational institutions, and telecom firms to promote AI education and implementation
- Diversifying our product offerings beyond smartphones into tablets, laptops, wearables, and IoT devices that cater to the technological lifestyle of the region
We view the GCC as a critical foundation for fostering innovation, encouraging creativity, and broadening HONOR’s AI ecosystem throughout the area.
What Are Your Aspirations for Innovation and Market Leadership Beyond GITEX
Looking forward, HONOR is committed to spearheading the next phase of AI-driven innovation by further developing our AI Alpha Plan and introducing more intelligent, secure, and personalized experiences across various product lines. We will consistently invest in local R&D partnerships, support AI entrepreneurship initiatives such as the UAE AI CyberFest Startup Challenge, and expand our cross-device ecosystem.
Our clear ambition is to make the GCC a pivotal component of our global AI leadership endeavor, where technology empowers individuals and aligns with the region’s vision of a connected, secure, and human-centered digital future.