Hisense highlights AI-powered home innovation at FIFA Club World Cup 2025 with “AI YOUR LIFE” message

As the official sponsor of the FIFA Club World Cup 2025™, Hisense (SHE:000921) has unveiled a powerful new message—“AI YOUR LIFE”—signaling its deepening commitment to intelligent consumer electronics and home appliances. During the global football event, Hisense broadcast this theme pitch-side, underlining its strategy of using artificial intelligence to create a more human-centric digital lifestyle.

The Chinese consumer electronics manufacturer, known for its television innovation and smart home products, used the global visibility of the FIFA event to spotlight its latest technological advancements. At the core of this showcase is the new Hi-View AI Engine X, the brand’s most advanced AI processor, which drives innovation across its premium ULED TV lineup and smart home appliances.

Institutional sentiment suggests that Hisense’s bold integration of AI into lifestyle experiences—from immersive viewing to scenario-driven smart kitchens—could help it cement leadership in both the AI TV and connected appliance segments.

How is Hisense using AI to elevate home entertainment experiences in 2025 and beyond?

Hisense’s latest advancements revolve around the Hi-View AI Engine X, a proprietary chip leveraging deep neural networks to replicate cognitive human perception. The processor dynamically adjusts picture and audio settings based on content and environmental cues, creating immersive experiences across sports, films, and gaming environments.

The Hi-View AI Engine X underpins four AI-enhanced viewing pillars: AI Picture delivers precision in contrast, color calibration, and motion clarity to bring lifelike visuals across scenes ranging from high-speed football action to cinematic landscapes. AI Sound dynamically adapts to acoustic environments, ensuring viewers enjoy immersive audio clarity regardless of content format or viewing room size. AI Scenario recognizes and switches display modes based on content and usage context, minimizing manual adjustments for consumers. AI Energy balances performance with energy efficiency, optimizing display outputs while reducing power usage—an increasingly important factor for energy-conscious households.

With these features, Hisense aims to redefine what consumers expect from their televisions—not just visual excellence, but intelligent responsiveness and seamless integration with evolving lifestyle needs.

How does Hisense integrate AI into smart appliances to deliver personalized home management?

Beyond entertainment, Hisense is expanding AI utility into everyday household functions through its smart appliance ecosystem. The brand’s ConnectLife platform serves as a centralized AI-powered operating environment, enabling communication between appliances and users.

For example, AI-guided cooking in Hisense ovens adapts temperature, timing, and humidity based on recipe progression and user preferences. Personalized laundry care settings in washing machines account for fabric type, soil level, and wash frequency. The brand’s PureFlat Smart Series refrigerator—equipped with a 21-inch digital display—functions as a command hub, allowing users to coordinate appliance functions, schedule cycles, and receive maintenance alerts in real-time.

These integrations suggest Hisense’s strategic goal is not merely to automate, but to humanize technology. The theme “AI YOUR LIFE” captures this shift: AI becomes an emotional, intuitive partner that anticipates family needs and optimizes domestic routines.

Analysts expect these contextual intelligence features to resonate with digitally mature consumers in key international markets, including North America, Europe, and Southeast Asia.

Why did Hisense choose the FIFA Club World Cup 2025™ to amplify its AI strategy?

The FIFA Club World Cup 2025™, an internationally watched event drawing millions of viewers across over 160 countries, provides Hisense with a high-impact platform to demonstrate its technological leadership. Hisense’s presence at the tournament goes beyond branding—it is using the venue to initiate a conversation about the role of AI in enriching daily life.

Since its global partnership with FIFA began, Hisense has strategically used sporting events to build recognition in markets where it seeks to deepen distribution. By aligning its smart technology messaging with moments of international celebration, Hisense strengthens its emotional and aspirational branding.

Institutional investors have long noted Hisense’s ability to connect emotionally resonant messaging with product-led innovation. The “AI YOUR LIFE” campaign adds further depth to that strategy, anchoring Hisense’s hardware strengths with a broader lifestyle narrative.

What are Hisense’s recent global performance metrics and how do they shape future growth expectations?

Hisense has demonstrated consistent global momentum. According to Omdia, Hisense ranked No. 2 globally in total TV shipment volumes from 2022 through Q1 2024. In the premium TV segment (100 inches and above), the company claimed the No. 1 position globally from 2023 through early 2025.

This shipment data underscores Hisense’s growing dominance, particularly in ultra-large-screen TVs, which often serve as flagship displays for new AI capabilities like those offered by Hi-View AI Engine X.

The brand’s strong performance reflects both robust supply chain execution and increased demand for integrated smart experiences in the living room. Analysts attribute this upward trend to Hisense’s efficient R&D investment, tight control over manufacturing, and product appeal in emerging and developed markets alike.

Looking forward, market watchers expect Hisense to consolidate its leadership through greater AI integration, especially as smart homes become mainstream in urban and high-income rural segments globally.

How does the “AI YOUR LIFE” strategy align with evolving consumer electronics trends globally?

As the global consumer electronics market undergoes its next evolution—shifting from smart to intelligent—Hisense is positioning itself at the forefront of AI-enabled emotional design. Consumers increasingly demand more than just automation; they want systems that understand context, anticipate needs, and personalize experiences.

Hisense’s holistic approach to AI across display and appliance ecosystems is well-aligned with this demand. The company’s messaging—placing love and family at the heart of AI design—also differentiates it from more utility-focused competitors.

In emerging markets, where smart appliance penetration is growing, AI customization presents an opportunity for brand loyalty. In developed regions, AI features have become key decision-making criteria for consumers choosing premium electronics. Hisense’s integrated product roadmap targets both use cases simultaneously.

Industry insiders predict further announcements tied to ConnectLife platform expansion, cloud-based firmware updates, and cross-device intelligence sharing in the latter half of 2025.

What future product developments and market moves are anticipated from Hisense following the Club World Cup showcase?

Following the FIFA Club World Cup 2025™ showcase, Hisense is expected to deepen AI penetration across product categories and geographic markets. Expansion of its AI-centric ConnectLife platform into new appliance verticals—such as HVAC and home security—is likely.

Additionally, the brand may pursue partnerships with content providers or AI voice platforms to strengthen content-aware intelligence in its TVs. Strategic acquisitions or R&D collaborations in the AI chip design space may also support further iteration of the Hi-View AI Engine family.

In the appliance segment, AI-powered predictive maintenance, behavioral learning, and multi-device orchestration are seen as logical next steps.

As institutional investors and tech watchers follow the momentum from Hisense’s FIFA event presence, attention will turn to how effectively the company commercializes its “AI YOUR LIFE” promise through product rollouts and service ecosystems over the coming quarters.