logo
Why the HMD Fusion is packed with possibilities

Why the HMD Fusion is packed with possibilities

Gulf Business04-02-2025
HMD, the brand behind Human Mobile Devices, has just launched a modular smartphone that aims to deliver a truly personalised experience: the HMD Fusion.
The HMD Fusion features a sleek, industrial-chic design, boasting a durable stainless steel-reinforced plastic body.
Its minimalistic look is a nod to Gen Z's love for raw, grunge-inspired aesthetics, and the clear Casual Outfit included in the box allows the phone's innovative design to shine through.
If you prefer a little more flair, there are multiple Casual Outfits available in various colours to add a personal touch, though they're sold separately.
The body feels solid in hand, and the fact that it's designed with repairability in mind is a huge plus for sustainability enthusiasts.
The phone is part of HMD's 'Fix It Yourself' initiative, which allows users to easily swap out parts like the screen, battery, and charging port.
This approach not only saves you money but also reduces e-waste, making the phone a step forward in sustainable tech.
Change the 'outfit' on the Fusion
Customisation is where the HMD Fusion truly shines. This isn't just a phone — it's a canvas. The standout feature is the Smart Outfits, which allow users to transform the phone's hardware, software and even performance with ease.
These outfits are attached via six specialised pins, making it super simple to change things up depending on your needs or mood.
The Flashy Outfit, which comes free with the phone (valued at Dhs179), is perfect for selfie lovers.
The foldable LED-flash ring is a cool addition, providing the perfect lighting for your selfies with adjustable brightness and colour options through the camera app. Whether you're after a soft natural glow or a bold, colourful lighting effect, it takes your selfie game to the next level.
Looking ahead, the upcoming Gaming Outfit is another exciting addition. This outfit transforms your HMD Fusion into a portable gaming console, complete with gaming buttons and joysticks, giving you a truly immersive gaming experience.
Plus, if you pick up the Gaming Outfit, you'll get two months of free cloud gaming with Blacknut, which includes access to over 500 titles. This is perfect for gamers who want to turn their smartphone into a powerhouse of entertainment.
When it comes to cameras, the HMD Fusion is nothing short of impressive. The phone is equipped with a 108MP dual rear camera setup, designed to perform well in various lighting conditions and capture stunning details, whether you're snapping photos during the day or at night.
The camera excels at speed too, ensuring that you never miss a moment.
For the selfie kings and queens
For selfies, the 50MP front camera will not disappoint. It includes features like Selfie Gestures and Selfie Slow-Mo, giving you plenty of options for creative shots. Whether you're taking a quick selfie or an action-packed slow-motion video, the HMD Fusion ensures you look your best in every frame.
In an age where digital burnout is becoming a real issue, the HMD Fusion introduces
The HMD Fusion packs powerful performance under the hood, offering a smooth, lag-free experience whether you're multitasking, gaming, or streaming. The phone's versatility and ease of customisation make it a true standout in the crowded smartphone market.
The ability to switch outfits to match your needs — whether you're in the mood for gaming, a photoshoot, or just a plain old phone call — adds an element of fun and functionality that you won't find in many other devices.
HMD has clearly put a lot of thought into the environmental impact of the
The easy-to-repair design and the company's emphasis on reusing parts means that this device isn't just built for performance, but also for a longer life cycle.
The HMD Fusion caters to users who crave personalisation and creativity, with its interchangeable outfits and customisable features.
The powerful cameras, durable design, and forward-thinking sustainability initiatives make it an appealing choice for anyone looking for a phone that's as unique as they are.
Value for money
At Dhs1,099, it strikes a perfect balance between affordability and innovation.
Whether you're a selfie enthusiast, a gamer, or someone who simply values a phone that can keep up with your style and needs, the HMD Fusion is a device worth considering.
Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

UAE Ranks No. 1 Globally in Mobile Shopping for 2025
UAE Ranks No. 1 Globally in Mobile Shopping for 2025

UAE Moments

time18 hours ago

  • UAE Moments

UAE Ranks No. 1 Globally in Mobile Shopping for 2025

The UAE is now the world's top mobile shopping market, with 67% of consumers using their phones to shop, according to the 2025 Global Digital Shopping Index by Visa and PYMNTS. That's a 23% jump since 2022, putting the UAE ahead of tech-savvy countries like Singapore, the UK, and Brazil when it comes to mobile-first retail. Biometrics and Convenience Drive Growth UAE shoppers aren't just tapping "Add to Cart"—they're also leading in secure payments. Around 32% use fingerprint or face recognition to complete purchases, nearly double the global average. Plus, 53% of shoppers are blending their experiences by combining in-store visits, mobile browsing, and online checkouts. What UAE Shoppers Really Want The study also revealed what shoppers in the UAE look for when they buy: Unsurprisingly, millennials and Gen Z are driving this trend, while older shoppers are less likely to use their phones at checkout. UAE's Digital Economy Keeps Rising

Do AI influencers resonate?
Do AI influencers resonate?

Campaign ME

time2 days ago

  • Campaign ME

Do AI influencers resonate?

Forget everything you thought you knew about influencers. Turns out, brands are leaning into ones that don't drink matcha, go on sponsored retreats, and don't even exist – at least not in the traditional sense. In today's digital-first landscape, some of the most compelling brand voices aren't human at all. They're virtual, coded brand ambassadors. Welcome to the age of the AI influencer – where storytelling is more nuanced and a glitch might just be what it takes for humans to find the 'humanity' in AI. After Campaign Middle East's On the Record video podcast welcomed AI influencers to its studio, one thing became clear: these digital darlings aren't just passing fads or virtual novelties. To better understand how AI influencers are rewriting the rules of engagement, storytelling and brand loyalty, we asked regional marketers and agency leaders: What makes an AI personality resonate with audiences in an authentic way? Do they serve a purpose beyond mere short-term campaign tools? The authenticity dilemma Over the past year, one of the many buzzwords that has echoed across the industry is authenticity. To achieve authenticity, brands have attempted to push past polished perfection and build meaningful connections with communities. But the authenticity dilemma arises when a solution that's intrinsically 'inauthentic' resonates authentically with audiences. Tony Kayouka, Head of Social and Content, TBWA\RAAD, explains, 'Let's get this out of the way: AI influencers aren't authentic, and they don't need to be. The best ones don't pretend to be real. They're believable because they're designed with intent. That's what today's audiences respond to; not another hyper-polished avatar, but a personality that's flawed, specific and sometimes even contradictory.' Building on the 'imperfect by design' narrative, Nizar Malaeb, Marketing Director, Arabian Automobiles Company (AAC), says, 'With AI influencers becoming a fixture across social platforms, audiences, especially Gen Z or younger millennials, expect more than polished avatars and curated feeds. They want honesty and a sense of connection from any online voice, whether human or not.' What then does it mean to be 'authentic'? Mousa Nimer, Account Director at Cicero & Bernay, says, 'Authenticity isn't about being human as much as it is about being believable.' Kayouka adds, 'It's not about tricking people into thinking it's human. It's about making the character compelling enough that they care anyway.' As a result, several brands have embraced imperfection in the pursuit of what is relatable to their hyper-local audiences in the region. Explaining how this imperfection is achieved, Malaeb says, 'Human writers and community managers must shape each AI persona to sound natural, adding pauses, slang and even small mistakes that echo real speech.' Nimer adds, 'A little quirk here, an intentional flaw there … it's like digital botox with just the right amount of asymmetry. Consumers don't want avatars that look like they live in an airbrushed alternate reality. They want voice, nuance and, yes, maybe even a glitch or two. That's where marketing meets meaning.' Kayouka says, 'Great AI personas lean into bias, hesitation, irony: all the things that give them texture. Authenticity doesn't come from looking real. It comes from being written well. In this space, taste matters more than tech. And story beats symmetry every time.' However, for brands to build true credibility, they also need to be transparent about the artificial nature of AI influencers – and own that narrative. Hussein M. Dajani, Group Chief Marketing and Customer Centricity Officer, Petromin Corporation, says, 'Brands are implementing radical transparency by clearly disclosing AI origins while developing virtual personalities that engage meaningfully with local communities around social causes and cultural interests.' Malaeb adds, 'Instagram and TikTok now offer 'AI-generated' labels. Followers know exactly what they're seeing. Brands that are straightforward, tend to earn more trust and engagement. Companies can answer the authenticity challenge by being upfront about what's real and what's not.' The critical piece here is that although the AI influencers are artificial, the values they communicate and the way they are curated are so human driven that they come across as authentic 'avatars' of brands. Akanksha Goel, Founder and CEO – Middle East, Socialize /We Are Social adds, 'It's never just AI – it's always AI and human. The best outputs don't come from tools; they come from teams with taste. As creative leaders, our job is to shape, not just scale. AI lets us build faster, but it's human insight, intuition and cultural intelligence that make it believable, even memorable.' Malaeb explains, 'Virtual ambassadors work as part of a larger brand story, shaped by ethical guidelines and managed by real people. This mix of transparency and genuine human input makes AI influencers credible, even when everyone knows they're artificial.' Do AI influencer have a beating heart? Apart from authenticity and transparency, leaders also say that to truly connect with core audiences, brand ambassadors such as AI influencers need to be culturally relevant. As Kayouka puts it, 'What matters isn't realism; it's resonance. Audiences can spot hollow content in seconds, and in that landscape AI influencers have more to offer than synthetic faces. Ultimately, it's not just about realism; it's about cultural relevance and storytelling that resonates.' In a world where real-life influencers and content creators still strive for perfection in the framing of their photographs, in the aesthetics of the setting, in the lighting and the 'vibe' of their social feeds, AI influencers have a harsh reality to share. Dajani says, 'Rather than pursuing flawless digital personas, brands are investing in AI influencers that demonstrate genuine understanding of regional lifestyle preferences, using local dialects and showcasing authentic cultural experiences. This approach addresses consumer demand for relatable brand ambassadors while maintaining the innovative appeal of AI technology.' However, this requires an understanding of culture, habits and local routines. When brands use this approach, they're helping people see their own lives reflected at them. That's how lasting connections form,' says Malaeb. If done right, AI influencers have the power to transcend traditional marketing approaches by evoking emotions and creating connections, thus transforming data-led insights into compelling human narratives. Humanising data-driven insights AI influencers are also bridging the gap between data and creativity. Cultural intelligence derived by analysing first-party data is translated into empathetic narratives … and that's where AI influencers come in. Nimer says, 'AI can crunch numbers, but it can also tell stories if we let it. The magic isn't in mimicking humans; it's in giving data a heartbeat, digitally speaking. AI influencers can translate raw insights into narratives that can make us feel something.' Dajani adds, 'By starting with decision-focused narratives rather than data points and building structured stories that connect numbers to human experiences, AI influencers can humanise complex information while fostering community engagement around authentically resonant messaging that avoids superficial trend-chasing.' 'Data is a starting point, not the story itself,' Malaeb says. 'For example, if research shows parents care about car safety, the message shouldn't stop at listing features. Instead, content should show real-life moments – like the rush of a school drop-off or the quiet of a late-night drive home. When these details feel true to life, audiences pay attention.' This is where human intelligence in the driving seat with AI influencers riding shotgun really matters. Nimer says, 'My take is: We should use AI not to replace the human voice, but to amplify it strategically, empathetically and creatively. The humanising aspect isn't necessarily about whether it sounds real; it's about saying the right things.' He adds, 'When crafted with purpose, AI influencers deliver that 'wait, did an AI just say that?' charm. But here's the kicker: they still need us. Marketers are the ones feeding the AI with the right context, strategy and storytelling DNA. We're not stepping aside for machines; we're teaching them how to speak brand fluently.' Goel agrees saying, 'AI can create more space for human creativity – if we let it. The opportunity isn't to replace the human touch, but to reimagine how we express it at scale. Culture now moves at the speed of social, and for brands that want to shape it, AI is the hack: a way to translate data into creative expression that travels – across markets, time zones and cultural lines.' From a campaign tool to a differentiated brand assets To date, AI influencers have been viewed as effective campaign tools, but leaders say that it's time to view them as more than just 'disposable characters'. Kayouka comments, 'Most brands still treat AI influencers like novelty acts built for headlines, not memory. But the smart ones treat them like intellectual property (IP): distinct voice, narrative stretch and a role within the brand's cultural system. That kind of presence doesn't run on autopilot. It takes upkeep: scripting, styling, evolving tone and responding to context.' Leaders agree that the 'smarter' companies are using AI influencers as flexible voices that evolve alongside their agile businesses. Malaeb says, 'Instead of fading them out after a single launch, they become part of everyday communication – adjusting content and tone as needed and always staying true to the brand's core identity.' This approach, leaders agree, is especially valuable in sectors such as automotive or technology where education and ongoing conversation matter. Dajani adds, 'Forward-thinking brands are repositioning AI influencers from tactical campaign tools to strategic brand assets that deliver sustained competitive advantage. Unlike human influencers, AI brand ambassadors maintain consistent messaging, never experience scandals, and can operate across multiple markets simultaneously.' Malaeb adds, 'With a long-term role, AI influencers help keep messaging clear and consistent, even as products or markets evolve. When brands invest in this way, the AI persona becomes part of their foundation, helping them stand out and stay relevant in crowded digital spaces.' The bottom line? In the hands of skilled marketers, AI influencers are becoming more than tools. They're turning into long-term brand ambassadors with cultural fluency, emotional intelligence and brand-building power. 'The win? A character that doesn't age, burn out or go off-script. It's one that adapts to platform shifts, speaks with consistency and carries meaning across time. In a feed full of forgettable faces, an AI persona with point of view isn't just efficient, it's unmistakable,' says Kayouka. Leaders reach a consensus that success lies not in the realism or the perfection of AI, but in transparency, resonance, the cultural sharpness of its expression and how the humanity of creatives shines through the AI influencers that they are bringing to life.

UAE Leads the World in Mobile Shopping Adoption: Visa
UAE Leads the World in Mobile Shopping Adoption: Visa

Hi Dubai

time3 days ago

  • Hi Dubai

UAE Leads the World in Mobile Shopping Adoption: Visa

The UAE has become the global leader in mobile shopping, outpacing advanced markets like Singapore and the UK, according to the 2025 Global Digital Shopping Index released by Visa Acceptance Solutions and PYMNTS Intelligence. The report, based on a survey of 1,679 consumers and 329 merchants, found that 67% of UAE consumers used their phones during their most recent retail purchase—a 23% jump since 2022. With 37% of transactions completed fully on mobile, the UAE tops the world in mobile-driven shopping experiences. Consumer preferences continue to shift toward convenience and innovation. Thirty-two percent used biometric authentication such as fingerprint or facial recognition, nearly double the global average. Cross-channel shopping is also on the rise, with over half of UAE shoppers blending physical and digital retail touchpoints. Local consumers also ranked among the highest globally in valuing loyalty rewards (75%), free shipping (73%), and price matching (70%). Notably, 38% opted for home delivery via mobile or desktop for their most recent retail purchase. Millennials lead the mobile-first movement at 73%, while Gen Z and Gen X follow closely. Older generations lag behind, with only 18% of baby boomers and seniors using mobile devices for their latest purchase. Visa's UAE Country Manager Salima Gutieva credited the strong collaboration between merchants, regulators, and tech providers for driving innovation. 'The UAE's approach shows what is possible when all stakeholders work together to build the future of commerce,' she said. These findings reflect the UAE's push to remain at the forefront of digital transformation, creating a seamless, secure, and tech-forward retail ecosystem. News Source: Emirates News Agency

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into a world of global content with local flavor? Download Daily8 app today from your preferred app store and start exploring.
app-storeplay-store