OPPO is betting that AI-driven phone recommendations can put its devices in front of buyers who might otherwise begin and end their search with Apple or Samsung. In an interview with TechRadar, OPPO Europe CEO Elvis Zhou said the company’s aim is not to undercut the established flagship brands, but to become a credible third premium option.
We are not here to say we will replace either of these established brands. No. We are here to provide a distinct third option. […] We are not here to sell a more affordable smartphone. We are here to provide a different experience in the premium market.
Elvis Zhou, CEO of OPPO Europe
Zhou acknowledged that incumbent rivals retain major advantages in brand awareness, retail distribution and store presence. OPPO’s case is that changing purchase habits among younger consumers could reduce the importance of those advantages before a shopper reaches a store.
- Online purchasing can give manufacturers a more direct way to reach prospective buyers, with less dependence on in-store exposure.
- Social-media experiences and recommendations from other users can carry more weight than traditional advertising, according to the consumers OPPO consulted.
- More than 40% of young people use AI tools when considering a phone purchase, Zhou said, citing OPPO research.
The AI element is central to OPPO’s strategy because a chatbot can surface product features and compare devices even when the brand is not top of mind. Zhou’s argument is that recommendations could make a lesser-known flagship part of the initial shortlist, though being suggested is not the same as securing a sale.
The TechRadar interviewer tested a query for the best camera phone and said ChatGPT placed the OPPO Find X9 Ultra first, while OPPO was not immediately visible in that person’s Google results. That is a single example rather than evidence of consistent AI recommendations, but it illustrates the visibility gap OPPO hopes conversational AI can address.
OPPO says photography, AI features and battery life are the priorities it identified in conversations with younger European consumers. Its next hardware test comes with the Find X10 and Find X10 Pro Max, which have already been introduced in China and are scheduled for a global launch on October 21. OPPO has placed Hasselblad photography at the center of the launch messaging; broader market availability and pricing remain to be confirmed.
