HONOR announces new brand strategy as it accelerates transformation into a global AI device ecosystem company

HONOR, a global AI ecosystem device company, unveiled its new brand strategy, "Dare to Be," signaling the next phase of its transformation from a smartphone-focused company to a broader AI device ecosystem. The strategy unifies HONOR's technology, portfolio, partnerships, and long-term ambitions under a single brand, emphasizing the integration of devices, services, and AI to deliver more intelligent, connected, and human-centric experiences.

HONOR's evolution is fueled by years of innovation and growth across technology and industry. The company is now venturing beyond smartphones to explore intelligent devices and experiences. A notable example of this transformation is the HONOR Robot Phone, which integrates embodied AI with a robotic camera system to enable movement, response, and interaction with users and their surroundings.

This brand strategy is anchored by the ALPHA PLAN, unveiled at LEAP 2026 in Riyadh, which outlines HONOR's ambition to create an open and connected AI device ecosystem. This vision encompasses intelligent hardware, robotics, and next-generation software. A crucial component of this plan is Agentic OS, a software designed to better understand user intent and facilitate more complex tasks, allowing for more natural and proactive interactions with technology.

HONOR's technology roadmap further solidifies this transformation. Agentic OS signifies a shift towards software capable of comprehending user intent and coordinating intricate actions. The HONOR Robot Phone exemplifies this shift, merging embodied AI with a robotic camera system that can move, react, and interact with users more naturally.

Additionally, HONOR's advancements in mobile photography, through its AiMAGE initiative, leverage AI-powered computational photography and strategic collaborations, such as the partnership with ARRI, to enhance visual storytelling on smartphones. These technological advancements, coupled with HONOR's expanding portfolio of intelligent devices, underscore the company's forward momentum in the AI device ecosystem.