Hisense’s Jason Ou on helping people build AI-powered smart homes
The president of Hisense Middle East, Africa and India, discusses how the company is building an integrated smart-home ecosystem and why the UAE and Saudi Arabia are central to its regional growth strategy
13 August, 2026
TT
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Artificial intelligence is moving consumer electronics beyond connected devices towards homes that can learn, anticipate and respond to individual needs. Jason Ou, president of Hisense Middle East, Africa and India, discusses how the company is building an integrated smart-home ecosystem, why the UAE and Saudi Arabia are central to its regional growth strategy, and how advances in displays, appliances, energy efficiency and local manufacturing will shape its next phase of expansion.
AI is rapidly changing the consumer electronics landscape. How does Hisense see AI transforming the way people interact with their homes over the next five years, and what role will the Middle East play in driving that evolution?
At Hisense, our vision is clear: we are moving decisively from smart devices to smart home companions. AI is already making this real across our entire product ecosystem.
Our AI-powered refrigerators can monitor food inventory, suggest recipes and respond to voice commands, turning the kitchen into an intelligent hub of daily life. Our washing machines use AI to detect fabric types and automatically calibrate detergent dosage, taking the guesswork out of laundry while protecting your clothes. Our air conditioners leverage AI to learn usage patterns and proactively adjust temperature and air quality, a capability that carries relevance in the Gulf, where climate control is not a luxury but an everyday necessity. And our televisions, powered by AI engines, go far beyond picture quality, understanding viewing preferences and delivering personalised content recommendations at precisely the right moment.
What connects all of these experiences is a single idea: a companion does so much more than take orders. It understands you, anticipates your needs, and brings genuine intelligence to your home. Over the next five years, that intelligence will deepen considerably, with devices that communicate naturally, act proactively and adapt to the rhythms of each household.
The Middle East is exceptionally well positioned to lead this evolution. With a digitally engaged, premium-oriented consumer base and significant national investment in AI and smart city infrastructure, the region is one of the places where innovations will be shaped.
The UAE and Saudi Arabia are investing heavily in digital infrastructure, smart cities and AI. What makes the Middle East a strategic market for Hisense, and how is the company adapting its products and long-term strategy to meet the region’s unique needs?
Building on that vision of AI-powered intelligent living, the Middle East represents one of our most strategically important regions globally, and our commitment here goes well beyond product distribution.
The cultural fabric of the GCC, centred on family life, hospitality and shared entertainment, aligns naturally with the whole-home ecosystem that Hisense is building. Consumers across the region have a genuine appetite for premium technology that enhances daily life, and that appetite is growing rapidly as digital infrastructure matures and smart city ambitions accelerate in markets like the UAE and Saudi Arabia. These two markets are our primary growth engines, but our regional strategy extends across Qatar, Kuwait, Oman and Bahrain, where we are deepening partnerships with leading distributors and tailoring our approach to local needs.
Critically, our commitment to the region is backed by meaningful industrial investment. Hisense operates manufacturing facilities in South Africa and Algeria, has announced the development of a major facility in Egypt, and has established localised R&D capabilities in Dubai. Our recent export milestone, with products manufactured in Algeria now reaching Egypt and Tunisia, is a clear signal that the region is becoming an integral part of Hisense’s global supply chain, not only a consumption market.
Consumers increasingly expect their devices to work together seamlessly. How is Hisense building a connected ecosystem across home entertainment, appliances and smart home technologies, and where do you see the biggest opportunities for innovation?
The foundation of our connected ecosystem is ConnectLife, a single intelligent platform through which Hisense refrigerators, washing machines, dishwashers, air conditioners and televisions already communicate and operate in harmony. It reflects our belief that the home should function as one intelligent environment rather than a collection of separate devices.
What makes ConnectLife genuinely transformative is that AI sits at its core. When your refrigerator understands your household’s food habits, your washing machine reads your fabrics, your air conditioner anticipates when you arrive home, and your television knows what you want to watch before you sit down, these are not isolated conveniences. They are expressions of a companion ecosystem that understands you, learns from you, and improves your daily life in ways that feel entirely natural.
Alongside this AI-powered connectivity, we continue to invest in meaningful technological breakthroughs in display innovation. Hisense is the originator of RGB MiniLED technology, and our leadership in this space, alongside our laser display portfolio, which includes projection capabilities of up to 300 inches, ensures that the entertainment experience at the heart of the home is as extraordinary as the intelligence surrounding it.
We see AI-powered connectivity and advanced display innovation as the two defining growth opportunities for our industry over the coming years, and Hisense is positioned at the frontier of both.
Display technologies, energy efficiency and AI are all evolving rapidly. Which innovations do you believe will have the greatest impact on the consumer electronics industry over the next three to five years, and how is Hisense positioning itself to lead that next phase of growth?
Having established AI as the central force reshaping the home, it is worth being precise about where we see the most consequential technological breakthroughs emerging over the next three to five years.
AI will continue to be the primary driver of innovation across our entire product portfolio. V AI OS, which powers our television ecosystem, is already enabling devices to think through user preferences, anticipate intent, and deliver deeply personalised experiences. As this intelligence extends across the full ConnectLife ecosystem, connecting appliances, displays and energy systems, the home will become genuinely proactive rather than simply responsive.
In display technology, Hisense’s position as the originator of RGB MiniLED is significant. The UR9 Series achieves 100 per cent BT.2020 colour coverage, delivering a standard of colour accuracy that transforms the viewing experience across sport, film and everyday content. Our laser display portfolio, including the L9Q Laser TV and the Laser Projector XR10, with 6,000 lumens of brightness, a 60,000:1 contrast ratio and up to 300 inches of projection, points toward a future where the boundary between television and home cinema disappears entirely.
Energy efficiency runs through all of this. Innovation at Hisense must be responsible as well as remarkable, and recognitions such as the Red Dot Award for our U8 air conditioner reflect that principle in practice.
As president of Hisense Middle East and Africa, what leadership principles have been most important in navigating rapid technological change and growing the business across such a diverse region, and what qualities do you believe tomorrow’s business leaders will need to succeed?
Leading across the Middle East and Africa requires holding two things in balance simultaneously: a clear long-term vision, and a genuine responsiveness to markets that are different from one another in culture, consumer behaviour and commercial dynamics.
Hisense’s approach in this region reflects that balance. Our strength rests on deep manufacturing capabilities, world-class R&D and continuous innovation, but none of that creates value unless it is translated into products and experiences that genuinely serve the people who use them. Every decision we make, whether it relates to a new facility in Egypt, a distributor partnership in Kuwait, or a product feature calibrated for Gulf climate conditions, is tested against one principle: does this make life better for our customer?
For tomorrow’s leaders, I believe the defining qualities will be the ability to think across long time horizons while acting with agility in the short term, the intellectual curiosity to understand technology deeply without losing sight of the human experience it should serve, and the cultural empathy to build trust across genuinely diverse markets. The AI era will reward leaders who can combine technological understanding with authentic human connection, and that, ultimately, is what we are building at Hisense: technology that understands people, and a business led by people who understand their markets.



























