Hisense Pivots Business Model Toward Proactive AI Companions

The strategy rests on five pillars, including the integration of AI across the entire value chain, the advancement of semiconductor and laser technologies, and a continued focus on sports marketing. By rebuilding its business architecture around AI, the company aims to move beyond simple connected hardware. Current implementations include the V AI OS for televisions, which provides personalized content, and the ConnectLife platform, designed to unify appliances for automated laundry, cooking, and energy management.

FIFA Chief Business Officer Romy Gai and Harvey Norman executive Haydon Myers both highlighted the importance of these technological investments, noting that Hisense’s multi-year sponsorship of the FIFA World Cup serves as a primary vehicle for global brand expansion. As the company scales its operations across 180 countries, this shift signals an attempt to transition from a traditional consumer electronics manufacturer into a provider of intuitive, autonomous household systems.