Hisense is making its biggest artificial intelligence push yet. At its Global Partner Conference 2026 in New York, held ahead of the FIFA World Cup 2026™ Final, the consumer electronics giant unveiled a sweeping AI-powered growth strategy that aims to reshape its business, products, and global expansion efforts.
Rather than treating AI as another product feature, Hisense says it is rebuilding its entire business around the technology. The company outlined a five-pillar strategy spanning AI infrastructure, smart home innovation, global brand building, customer service, and localized market expansion—signaling that AI will drive everything from semiconductor development to connected home experiences.
The announcement reflects a broader shift across the consumer electronics industry, where manufacturers are racing to move beyond traditional “smart” devices and build AI-powered ecosystems capable of understanding user behavior, automating everyday tasks, and delivering personalized experiences.
Hisense’s Five-Pillar AI Strategy
Speaking during the conference, Hisense Group CEO Fisher Yu described AI as an industry-wide transformation that businesses can no longer afford to ignore.
The company’s updated strategy focuses on five core priorities:
- Expanding its presence across the AI technology value chain
- Transforming smart devices into AI-powered home companions
- Continuing long-term sports marketing investments
- Strengthening customer experience through service-first initiatives
- Deepening its “glocalization” strategy by combining global scale with local market expertise
Unlike many AI announcements centered on generative chatbots or productivity software, Hisense’s roadmap emphasizes embedding intelligence directly into hardware and connected home ecosystems.
AI Moves Beyond Smart Devices
Perhaps the biggest shift is how Hisense wants consumers to think about its products.
Instead of simply responding to commands, future Hisense devices are being positioned as “smart home companions” capable of proactively understanding user preferences, recognizing environmental changes, communicating naturally, and taking actions without constant user input.
It’s a familiar direction for the broader smart home market. Rivals including Samsung, LG, Amazon, Google, and Apple are all investing heavily in AI-powered assistants designed to manage connected homes more intelligently. Hisense is now making it clear that it intends to compete more aggressively in that space.
The company believes future home technology won’t just connect devices—it will anticipate what users need before they’re asked.
V AI OS Becomes the Center of the Ecosystem
At the heart of the strategy is Hisense’s V AI OS platform, which serves as the intelligence layer across its product ecosystem.
According to the company, its AI-powered televisions can analyze viewing habits, understand user intent, and recommend personalized content more accurately than traditional recommendation systems.
The company’s ConnectLife platform extends those capabilities across multiple home appliances, including:
- Cooking
- Laundry
- Air quality management
- Energy optimization
Rather than operating independently, these connected appliances are designed to work together as a unified AI ecosystem, allowing the home to respond dynamically to user routines and preferences.
This ecosystem approach mirrors strategies adopted by competitors seeking to increase customer loyalty by making devices more valuable when used together.
AI Investments Go Beyond Consumer Electronics
Hisense’s ambitions extend well beyond televisions and home appliances.
The company said it is investing across several technology sectors that support future AI development, including:
- AI infrastructure
- Semiconductor technologies
- Smart energy
- Laser display technologies
- Automotive electronics
That broader investment strategy suggests Hisense wants to strengthen both the hardware and foundational technologies that power AI-enabled products, reducing reliance on third-party innovations while expanding into higher-growth technology markets.
As demand for AI-capable hardware accelerates worldwide, companies with greater control over core technologies may gain a competitive advantage in both cost and product differentiation.
Sports Marketing Remains a Long-Term Growth Driver
While AI dominated the conference, Hisense reaffirmed that sports partnerships remain central to its global branding strategy.
The company plans to continue investing in major international sporting events, particularly its longstanding relationship with FIFA.
Hisense believes these partnerships help strengthen brand recognition across international markets while supporting its premium positioning as it expands globally.
FIFA Chief Business Officer Romy Gai highlighted the company’s ongoing support for tournament technologies, including Video Assistant Referee (VAR) operations and display technologies.
Retail partners also welcomed the long-term commitment.
Haydon Myers, Executive General Manager Electrical at Harvey Norman Australia, said Hisense’s continued investment in innovation and three consecutive FIFA World Cup partnerships reinforces its premium global positioning while creating value for retailers and consumers alike.
Why It Matters
Hisense’s announcement reflects an increasingly important trend in consumer technology: AI is becoming the operating layer for entire product ecosystems rather than a standalone feature.
Instead of competing solely on display quality or appliance specifications, manufacturers are increasingly differentiating themselves through intelligent software, connected services, and seamless device integration.
For Hisense, success will depend on whether its AI ecosystem can deliver meaningful improvements in everyday life rather than simply adding another marketing label to connected devices.
With rivals including Samsung, LG, Xiaomi, and other global electronics brands rapidly expanding their own AI-powered platforms, the race to build the most useful intelligent home ecosystem is only becoming more competitive.
Hisense is betting that combining AI infrastructure, connected hardware, premium branding, and long-term ecosystem development will position the company for its next phase of global growth.
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