The new Hisense AI strategy outlines a global development plan focused on intelligent living and long-term customer value.
This plan was introduced during the Hisense Global Partner Conference 2026 in New York. Notably, the event took place ahead of the FIFA World Cup 2026 Final, where the company gathered global partners to outline its future direction.
During the Hisense Global Partner Conference 2026 in New York, the company detailed how the Hisense AI strategy will rebuild its entire business around artificial intelligence. Consequently, the company is establishing an integrated system that spans its entire value chain. This system includes developments in semiconductors, smart energy, laser technology, and automotive electronics.
The Five Pillars of the Hisense AI strategy
According to Fisher Yu, CEO of Hisense Group, the company is upgrading its operations through five specific pillars. Specifically, these pillars focus on expanding the technology footprint, transforming smart devices into home companions, and maintaining sports marketing. In addition, the company will prioritize service-first user experiences and localized operations.
“In the AI era, we must embrace this unstoppable wave.”
Fisher Yu, CEO of Hisense Group
Transitioning Devices to Home Companions
The company aims to develop products that can perceive environments, understand user preferences, and communicate naturally. For example, televisions running on the V AI OS can analyze user preferences to deliver personalized content recommendations. This integration of hardware and software represents a core component of the Hisense AI strategy to deliver personalized experiences.
Meanwhile, the ConnectLife platform connects home appliances across cooking, laundry, air management, and energy optimization. As a result, these connected appliances operate within a single system to manage household tasks. This setup allows devices to act as active companions rather than passive tools.
Sports Marketing and Global Partnerships
Hisense continues to use sports partnerships to connect with consumers globally. As the official sponsor of the FIFA World Cup 2026, the company provides display technology and supports video assistant referee (VAR) operations. Romy Gai, Chief Business Officer of FIFA, stated that FIFA supports partners who introduce technologies like LED displays.
Furthermore, retail partners have noted the value of these long-term sponsorships. Haydon Myers, Executive General Manager Electrical at Harvey Norman Australia, stated that the commitment to three consecutive FIFA World Cups strengthens the brand. Consequently, this marketing approach creates lasting value for retail partners and consumers alike.
Corporate Growth and Market Position
Founded in 1969, the company now operates in more than 180 countries. According to data from Omdia, the brand ranks first globally in the 100-inch and larger television segment from 2023 through the first quarter of 2026. Additionally, the company continues to develop its RGB MiniLED technology.
