This article only represents the author's own views.
Smartphone makers are increasingly looking to artificial intelligence (AI) to jumpstart growth by bringing new interactive functions to their increasingly mature products. Accordingly, many are trying to rebrand themselves as AI companies rather than traditional hardware manufacturers, a strategic shift that could help them generate new buzz and functionality around their models.
Such a narrative is a central strategy for China's Honor Device Co. Ltd., which has spent much of this year positioning itself as evolving into a "globally leading AI device ecosystem company." Such messaging has taken on added urgency as Honor chases a public listing, in which it hopes to showcase its AI credentials as a central attraction for potential investors.