At GITEX 2025, HONOR continues to showcase its ambition to lead in AI-powered innovation and connected ecosystems. To better understand the brand’s vision for the GCC, we sat down with Debo Zhang, General Manager of HONOR GCC.
As the youngest General Manager in HONOR’s history, Zhang has already delivered record-breaking market achievements in Iraq and is now focused on driving growth and strengthening HONOR’s footprint across the UAE, Oman, Qatar, Bahrain, and beyond. In this conversation, he shares insights into HONOR’s AI Alpha Plan, regional strategy, and the role partnerships play in building a human-centric AI ecosystem.
Q: HONOR at GITEX 2025: What key innovations and announcements can visitors expect from HONOR at GITEX this year, and how do they reflect the company’s global vision?
A: At GITEX 2025, HONOR is showcasing its full ecosystem, from smartphones to IoT products, all designed to make life smarter and more connected. Visitors will experience our latest durability innovations built for the GCC climate, and a major highlight – our on-device AI Deepfake Detection, setting new standards in responsible AI. We’ll also announce our partnership with Zayed University to support AI learning through workshops and an innovation zone. It’s a celebration of technology that empowers people, protects trust, and inspires the next generation to shape a safer, smarter digital future.
Q: AI Alpha Plan: HONOR has been emphasizing its AI Alpha Plan. Could you elaborate on what this means for consumers in the Middle East and how it aligns with the company’s human-centric AI vision?
A: 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 optimizing 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. This month, we will open the doors to our new concept store in the heart of Dubai — the iconic Dubai Mall. Positioned as an “AI Smart Living Innovation Hub,” it will serve as a destination where cutting-edge technology meets cultural inspiration.
Q: AI in Daily Life: In your view, what role will AI play in enhancing the everyday experiences of HONOR users, particularly in smartphones and connected devices?
A: AI, to us, is the quiet assistant that simplifies life while empowering creativity, connection, and security. It works behind the scenes to save time, streamline tasks, and protect users from threats like Deepfakes. With features like AI Magic Portal, users can move content seamlessly across apps, while AI Editor transforms spontaneous clips into beautifully crafted stories. Magic Sidebar offers context-aware assistance, providing AI summaries while reading or AI subtitles while watching content. AI Subtitles and AI Translation make communication effortless across languages, and HONOR Connect unites all your devices, even enabling smooth data transfers from other brands like iPhones, for a truly fluid ecosystem experience. AI at HONOR remains deeply human, enhancing productivity, fostering creativity, and making technology feel like an intuitive companion.
Q: Partnerships: Partnerships often play a key role in driving brand presence. What types of collaborations are you exploring in the GCC—whether with telecom operators, government entities, or retail channels?
A: 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 center. 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.
Q: Ecosystem Growth: HONOR is positioning itself as an AI ecosystem brand beyond smartphones. What categories or product lines do you see as most promising for the GCC market?
A: Our ecosystem reflects the diversity of GCC lifestyles. The Magic V5 blends flexibility, durability, and AI intelligence, the X Series offers strength and long-lasting performance for life on the move, and the Magic Pad 3 empowers creators and professionals with laptop-level power in a sleek tablet. Each product adapts to people’s needs, embodying HONOR’s belief that innovation should serve humanity, not the other way around.
Q: HONOR at GITEX 2025: What key innovations and announcements can visitors expect from HONOR at GITEX this year, and how do they reflect the company’s global vision?
A: At GITEX 2025, HONOR is showcasing its full ecosystem, from smartphones to IoT products, all designed to make life smarter and more connected. Visitors will experience our latest durability innovations built for the GCC climate, and a major highlight – our on-device AI Deepfake Detection, setting new standards in responsible AI. We’ll also announce our partnership with Zayed University to support AI learning through workshops and an innovation zone. It’s a celebration of technology that empowers people, protects trust, and inspires the next generation to shape a safer, smarter digital future.
Q: AI Alpha Plan: HONOR has been emphasizing its AI Alpha Plan. Could you elaborate on what this means for consumers in the Middle East and how it aligns with the company’s human-centric AI vision?
A: 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 optimizing 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 24, we will open the doors to our new concept store in the heart of Dubai — the iconic Dubai Mall. Positioned as an “AI Smart Living Innovation Hub,” it will serve as a destination where cutting-edge technology meets cultural inspiration.
Q: AI in Daily Life: In your view, what role will AI play in enhancing the everyday experiences of HONOR users, particularly in smartphones and connected devices?
A: AI, to us, is the quiet assistant that simplifies life while empowering creativity, connection, and security. It works behind the scenes to save time, streamline tasks, and protect users from threats like Deepfakes. With features like AI Magic Portal, users can move content seamlessly across apps, while AI Editor transforms spontaneous clips into beautifully crafted stories. Magic Sidebar offers context-aware assistance, providing AI summaries while reading or AI subtitles while watching content. AI Subtitles and AI Translation make communication effortless across languages, and HONOR Connect unites all your devices, even enabling smooth data transfers from other brands like iPhones, for a truly fluid ecosystem experience. AI at HONOR remains deeply human, enhancing productivity, fostering creativity, and making technology feel like an intuitive companion.
Q: Partnerships: Partnerships often play a key role in driving brand presence. What types of collaborations are you exploring in the GCC—whether with telecom operators, government entities, or retail channels?
A: 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 center. 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.
Q: Ecosystem Growth: HONOR is positioning itself as an AI ecosystem brand beyond smartphones. What categories or product lines do you see as most promising for the GCC market?
A: Our ecosystem reflects the diversity of GCC lifestyles. The Magic V5 blends flexibility, durability, and AI intelligence, the X Series offers strength and long-lasting performance for life on the move, and the Magic Pad 3 empowers creators and professionals with laptop-level power in a sleek tablet. Each product adapts to people’s needs, embodying HONOR’s belief that innovation should serve humanity, not the other way around.
As HONOR expands its presence in the GCC, it is clear the brand is aiming to go beyond smartphones—positioning itself as a leader in AI-driven, consumer-focused ecosystems, bringing HONOR closer to its vision of delivering technology that empowers everyday life. With AI, strong partnerships, and a growing ecosystem at the center of its strategy, HONOR’s role in shaping the region’s tech landscape looks set to grow even stronger.
