As GITEX GLOBAL 2025 returns to spotlight the technologies defining tomorrow, HONOR is positioning itself at the heart of the region’s AI revolution. With a growing footprint across the GCC, the brand is showcasing how intelligence can be both powerful and personal — from world-first AI Deepfake Detection to seamless device integration through HONOR Connect. In this conversation, Debo Zhang, general manager of HONOR GCC, talks about the company’s human-centric AI strategy, regional growth ambitions, and what visitors can expect from HONOR’s showcase at GITEX and beyond.
HONOR has been expanding its footprint in the GCC. What key messages and innovations are you showcasing at GITEX GLOBAL 2025?
At GITEX GLOBAL, HONOR is showcasing its connected ecosystem of smartphones, tablets, laptops, wearables and more, all designed to make everyday life AI smart and seamless. We’re highlighting our industry-first AI deepfake detection, empowering users to spot manipulated content and stay protected. It reflects our commitment to human-centric innovation, where technology builds trust, enhances security, and makes digital life safer and more meaningful for everyone.
How does the company’s presence at GITEX GLOBAL align with your growth strategy in the GCC, and what markets or segments are you prioritising?
The event provides the ideal platform for HONOR to reinforce its long-term commitment to the GCC’s digital transformation. It allows us to connect with partners, government entities, and consumers, while showcasing innovations that reflect the needs of local markets.
Our growth strategy focuses on local partnerships, AI ecosystem expansion, offline and online retail development. The UAE remains our central hub, while we continue strengthening presence in Oman, Qatar, and Bahrain through localised strategies.
Can you explain the AI Alpha Plan and how the company is approaching human-centric AI in its devices and services?
The AI Alpha Plan is our roadmap to making AI meaningful for people across the Middle East. It’s about creating devices that understand users, not just respond to them. Using deep learning and large language models, we design technology that anticipates needs, adapts to lifestyles, and enhances creativity.
Whether it’s optimising performance in regional climates or ensuring data privacy, every feature reflects our human centric AI vision — intelligence that empowers, protects, and simplifies life in a way that feels natural and deeply personal. We are also expanding this vision into our retail spaces, and we invite all your readers to experience it firsthand.
On October 26, we will open the doors to our new concept store in the heart of Dubai — Dubai Mall. Positioned as an AI Smart Living Innovation Hub, it will serve as a destination where cutting-edge technology meets cultural inspiration.
How do partnerships in the region support the company’s vision for AI and technology adoption, and are there any new collaborations you plan to highlight at GITEX GLOBAL?
Partnerships help us bring innovation closer to people’s lives. We’re collaborating with Zayed University to support students through hands-on AI learning and an on-campus innovation centre.
Beyond that, we’re working with local entities to adapt AI solutions for the region, ensuring our technology stays relevant, intuitive, and deeply connected to the communities we serve.
With AI increasingly shaping consumer electronics, how is HONOR differentiating itself in a competitive GCC market?
The brand’s differentiation lies in our human-centric AI approach, making innovation intelligent yet effortless, powerful yet personal.
Unlike others focusing solely on performance, we emphasise trust, privacy, and real usability.
Our on-device AI Deepfake Detection is a world-first, protecting users from manipulated content. Our AI Magic Portal and Magic Sidebar simplify multitasking, while HONOR Connect allows seamless integration across devices and even other ecosystems. This balance between innovation, security, and user empowerment is what makes HONOR stand out in the GCC’s rapidly evolving market.
What are your medium- to long-term plans for the HONOR brand in the GCC and the broader Middle East?
Our long-term goal is to establish the brand as the leading AI ecosystem brand in the region, not just a smartphone company.
We’re expanding through a three-pronged strategy:
- Strengthening post sale service and local retail with premium experience stores like the upcoming Dubai Mall ‘AI Smart Living Hub’
- Deepening partnerships with governments, universities, and telecom operators to drive AI education and adoption
- Diversifying our portfolio beyond smartphones, both in B2C and B2B channels, to tablets, laptops, wearables, and IoT devices that reflect the region’s tech-savvy lifestyles
We see the GCC as a vital base to drive innovation, inspire creativity, and scale HONOR’s AI ecosystem across the region.
Looking beyond GITEX, what are the company’s ambitions for innovation and market leadership in the region?
Beyond GITEX, HONOR aims to lead the next era of AI-powered innovation by expanding our AI Alpha Plan and introducing more intelligent, secure, and personalised experiences across product categories. We’ll continue investing in local R&D collaborations, supporting AI entrepreneurship through initiatives like the UAE AI CyberFest Startup Challenge, and expanding our cross-device ecosystem.
Our ambition is simple — to make the GCC a cornerstone of our global AI leadership, where technology truly empowers people and supports the region’s vision for a connected, secure, and human-centric digital future.
