March 26, 2025 – Global technology brand HONOR unveiled the HONOR ALPHA PLAN on Monday, a new corporate strategy aimed at transforming HONOR from a smartphone manufacturer into a global leader in the AI device ecosystem. This bold three-step plan outlines the actions HONOR will take to shape the new intelligent world, urging the industry to co-create an open, value-sharing ecosystem that maximizes human potential, ultimately benefiting mankind.
“It’s clear that the AI revolution will reshape the device industry, transforming our productivity, society, and culture more than ever,” said James Li, CEO of HONOR. “I urge all of us to unite in addressing the challenges and opportunities of AI technology. We must be open to fully embrace this exciting future, and we should do this together.”
The name HONOR ALPHA PLAN holds unique symbolic meaning. Alpha, as the first letter in the Greek alphabet, represents HONOR’s relentless pursuit of technological excellence. Additionally, the Chinese character for humans (人) is embedded in the lowercase letter “α,” reflecting HONOR’s commitment to human-centric innovation. The fusion of Eastern and Western symbolism highlights HONOR’s global vision and ambition to create value for consumers worldwide.
The HONOR ALPHA PLAN is structured in three steps. The first step involves developing an intelligent phone. HONOR will partner with others to break technology boundaries and co-create a new paradigm for AI devices in the agentic AI era. The second step focuses on opening industry boundaries to create a new AI ecosystem in the physical AI era. Finally, the third step aims to open human potential boundaries and co-create a new paradigm for civilization in the AGI era.
The intelligent phone at the heart of the first step will embed human-centric AI designed to maximize human potential, which includes cutting-edge AI technology HONOR showcased during the keynote.
Leading AI Technology for the Agentic AI Era
HONOR introduced the world’s first GUI-based personal mobile AI agent, designed to redefine daily convenience with intelligent technology. In collaboration with Google Cloud and Qualcomm Technologies, HONOR demonstrated how an AI agent can assist with tasks such as making table reservations while considering saved appointments and traffic conditions. HONOR plans to bring agentic experiences to international markets soon.
HONOR is revolutionizing mobile photography with AiMAGE, a new brand for its imaging technology. Powered by the AI Kernel, AiMAGE is the first solution to support device-cloud AI models. Locally, the on-device model supports a 1.3 billion parameter model for a 50% increase in image clarity, while the cloud model, with a 12.4 billion parameter model, significantly enhances telephoto images.
AiMAGE also features the AI ecosystem component. HONOR is collaborating with partners like Google Cloud to further enhance its smartphone imaging capabilities, integrating more intuitive AI features. The AI Upscale feature, which restores old portraits, will roll out gradually on the HONOR Magic7 series, powered by the Snapdragon® 8 Elite Mobile Platform, starting this March.
HONOR introduced the world’s first all-ecosystem file-sharing technology, enabling ultra-fast transfers between iOS and Android devices. Additionally, the brand announced that AI Deepfake detection will soon be available on its latest flagship and foldable phones in international markets.
Co-creating an Open, Value-sharing Ecosystem with Global Partners
“As we move into the physical AI era, we must open our industry boundaries and co-create a new AI ecosystem,” Li stated. To achieve the second step of its strategy, HONOR calls for the industry to expand its AI capabilities across devices, fostering seamless collaboration as HONOR works to build a value-sharing ecosystem with global partners. HONOR is committing more than USD 10 billion over the next five years to support this initiative.
“In the end, we will open human potential boundaries and co-create a new paradigm for civilization in the AGI era. You will see the coexistence of carbon-based life and silicon-based intelligence. This is why we must all work together to maximize human potential and embrace the intelligent world,” Li said, inviting all to join HONOR in realizing the final step of its plan.
Representatives from Google Cloud, Qualcomm Technologies, CKH Group, Orange, Telefónica, and Vodafone joined Li for a tree-lighting ceremony. The tree, symbolizing the AI ecosystem and devices, represented the collaboration of industry partners working together to develop the AI device ecosystem for global consumers.
“Today, HONOR presented a bold vision for a future where AI drives every aspect of the device user experience. We are excited to work with HONOR to integrate our technology and power the next generation of AI devices,” said Alex Katouzian, Group GM of Qualcomm Technologies.
“Collaboration is essential in creating an open ecosystem for AI. We are thrilled to partner with HONOR and other industry leaders to ride the wave of disruption. We’re integrating Google’s Gemini AI models into HONOR’s solutions, enabling new possibilities for users while ensuring data security and privacy,” said Matt Waldbusser, Managing Director at Google Cloud.
HONOR also emphasized its consumer-centric approach by pledging to provide seven years of Android OS and security updates for its HONOR Magic series, starting in the EU market.
Additionally, HONOR is accelerating its sustainability efforts, now aiming for operational carbon neutrality by 2040, five years ahead of its original target, and plans to achieve carbon neutrality across its supply chain and products by 2050.
New Product Showcase
At MWC Barcelona 2025, HONOR introduced several new products for international markets, including the HONOR MagicBook Pro 14, an AI-powered PC with a sleek design, powerful performance, and exceptional battery life. The HONOR Pad V9 delivers an AI-powered learning and office experience with an ultra-thin body, a 2.8K HONOR Eye Comfort Display, and one of the industry’s best-performing batteries. The HONOR Watch 5 Ultra offers up to 15 days of battery life for active users tracking their fitness journey, while the HONOR Earbuds Open provide ergonomic comfort and support AI-powered translation and real-time interpretation.
MWC Booth Details
From March 3-6, visitors to MWC Barcelona 2025 can check out HONOR’s latest innovations at Stand 3H10 in Hall 3, Fira Gran Via.
HONOR is a global leader in the AI device ecosystem, committed to revolutionizing human-to-device interactions and connecting the AI ecosystem with consumers worldwide. With a diverse product portfolio spanning AI phones, PCs, tablets, wearables, and more, HONOR seeks to empower individuals and help them embrace the intelligent world.