Chinese smartphone giant Oppo says early signs from the Chinese market suggest that artificial intelligence features are beginning to revive smartphone demand, and the company expects the same trend to play out in Europe as consumers embrace AI-driven devices.
Speaking during the launch of Oppo’s new Find X9 Pro in Barcelona on Tuesday, Elvis Zhou, Oppo’s Chief Executive for Europe, said the company’s data indicates that AI is changing consumer behavior, particularly among younger users.
“Our observation of the Chinese market shows that AI will drive people to think about replacing their phones,” Zhou said through a translator. “With AI, we believe that the overall smartphone market will also grow.”
The new Find X9 Pro includes AI-enabled tools such as instant translation, intelligent photo editing, and adaptive imaging enhancements — features Oppo says are proving especially popular among users under 35.
Confidence in AI’s staying power
Despite concerns among some investors that the AI investment boom could be forming a bubble reminiscent of the 1990s dotcom crash, Zhou dismissed such fears for the smartphone sector.
“I don’t think it’s a bubble for our industry,” he said. “AI is adding real value to how people use their phones.”
Oppo, which is among China’s top smartphone brands, has been quick to integrate generative AI and on-device intelligence into its product strategy. The company expects that as AI tools become more useful for productivity, communication, and entertainment, consumers will be more willing to upgrade their devices sooner than before.
Europe remains a high-end growth focus
Zhou said Europe is Oppo’s second-largest market after China and one of its biggest opportunities for growth. However, he emphasized that Oppo’s strategy in the region will not focus on price competition.
“The European market will not be driven by low prices but by features like durability, camera quality, and AI capabilities,” Zhou explained.
According to data shared by the company, Oppo ranked fifth among smartphone brands in Western Europe in the second quarter of 2025, underscoring its gradual progress in a region long dominated by Apple and Samsung.
A new phase for the smartphone market
Industry analysts have observed that after years of stagnation in global smartphone sales, AI features such as real-time translation, photo enhancement, and voice assistance are beginning to reignite interest among consumers.
For Oppo, which has been steadily expanding its footprint across Europe, the shift toward AI-integrated devices may provide the momentum it needs to compete more aggressively in premium segments.
As Zhou summed it up: “AI is not just a technology trend — it’s becoming a reason for people to buy new phones again.”