Chinese brands fuel AI drive at major tech event

At CES 2025, the popular annual consumer tech show in Las Vegas, a number of Chinese companies have emerged as pioneers in leveraging artificial intelligence and advanced display technologies, to redefine home entertainment and smart living.

TCL displayed its innovative QD-Mini LED technology, a result of its collaboration with Google, while Hisense unveiled its groundbreaking TriChroma LED TV and a 136-inch MicroLED Display, which highlighted the shared vision of the industry leaders to integrate innovative AI into everyday living.

During the CES media day event, TCL unveiled its first enhanced QD-Mini LED TV, engineered to deliver immersive experiences for cinema, sports and gaming enthusiasts.

"Globalization is localization," Li Dongsheng, chairman and CEO of TCL Technology Group, told the gathering on Monday, emphasizing TCL's efforts to engage with diverse markets through initiatives like its collaboration with the National Football League and leveraging TCL's data resources to support local sports and cultural development.

Daniel Sun, TCL's chief technology officer, outlined the company's expansive product ecosystem, including smartphones, tablets, TVs, commercial displays and internet of things devices. He highlighted the pivotal role of generative AI and large language models in creating seamless, intuitive, smart-home environments.

"Generative AI and large language models are integral to the future of smart homes, where connected devices create seamless and intuitive living environments," Sun told China Daily.

Through collaborations with major tech companies like Microsoft, Amazon Web Services and Google, Sun stressed the importance of TCL North America's complying with local regulations to ensure data protection and the ethical deployment of AI.

"We aim to become a global player by integrating various components and maintaining high standards for data protection and user experience," said Sun, emphasizing the importance of partnerships.

Hisense, another leading brand in global consumer electronics and home appliances, displayed a bold vision for the future powered by AI, unveiling advancements in display technology with its new products and smart living solutions.

"Many still think of us as just a consumer electronics and home appliance company, but our vision and solutions extend far beyond where we are today," said David Gold, president of Hisense USA.

Artificial intelligence lies at the core of Hisense's strategy to make technology more intuitive and impactful. "We're not out here making AI movies … When AI is done right, you don't notice the technology — you just experience a better way of living," Gold told audiences at the CES media day news conference.

Hisense's partnerships with global organizations remain central to its strategy. At CES, the company announced its role as the first partner of the FIFA Club World Cup 2025 and unveiled its campaign to inspire fans worldwide.

In North America, Hisense strengthened its presence through collaborations with the National Basketball Association, including partnerships with the Golden State Warriors and NBA All-Star player Anthony Edwards.

In gaming, Hisense displayed its advanced display capabilities through its partnership with the blockbuster Chinese game Black Myth: Wukong. The vivid detail and fast-paced action delivered by Hisense's displays contributed to the game's record-breaking sales of 10 million copies within three days.

US-China technological collaboration is seen to be embodied in the efforts of companies like TCL and Hisense, with both firms stressing a shared commitment to innovation, sustainability and user-centric solutions.

TCL's partnership with Google brings the power of the Gemini AI model to its smart TVs, incorporating features such as proximity sensors and far-field microphones. The enhancements promise to revolutionize personalized entertainment and smart-home management.

"These features will not only redefine entertainment but also serve as hubs for family coordination and smart-home management," said Shalini Govil-Pai, vice-president of Google TV.

"Innovation is most impactful when it enhances people's lives in meaningful ways," Gold from Hisense USA said.

renali@chinadailyusa.com