Innovation took center stage at TECHNOVATION 2025, held at W Dubai – The Palm, where global thought leaders, scientists, economists, and futurists gathered to discuss one of the most ambitious public health transformations in modern history: building a smoke-free future. Hosted by Philip Morris International (PMI), the event explored how technology, regulation, and collaboration can reshape global health and accelerate the decline of cigarette smoking.
TECHNOVATION 2025 recap
TECHNOVATION 2025 opened with Fred de Wilde, President SSEA, MEA & CIS Region at PMI, who set the tone by emphasizing the importance of extending smoke-free innovation to the Global South. “The future of the global economy, and of the smoke-free movement, lies in the Global South,” he said. With 80 percent of the world’s smokers living in developing economies, de Wilde stressed that accessibility and affordability must go hand in hand with innovation. Over six million people in developing markets have already switched to PMI’s smoke-free alternatives, signaling growing adoption despite regulatory and income barriers. “Innovation is never a straight path, it comes with skepticism and rejection, but when it truly serves consumers, it becomes a habit,” he noted.
In a fireside conversation moderated by CNBC Arabia’s Maisa Eid, PMI CEO Jacek Olczak revealed how the company has redirected almost all of its focus toward smoke-free innovation. “We’ve been saying ‘smoking kills’ for 50 years, yet people still smoke, it’s time to act on what science and technology now make possible,” he said. Today, 99.5 percent of PMI’s R&D and 80 percent of its commercial budget are dedicated to smoke-free products, with 40 million adults worldwide already making the switch. Yet, Olczak reminded the audience that the biggest challenge isn’t technological but psychological. “Society isn’t ready for this shift yet, that’s why we still need to have these conversations.”
A panel titled “From Evidence to Action: Who’s Leading the Smoke-Free Charge” at TECHNOVATION 2025 brought together PMI leaders Tommaso Di Giovanni and Tomoko Iida, moderated by Jennifer Bell of Al Arabiya English. The discussion reinforced the scientific backbone of PMI’s transformation. Over $14 billion has been invested in R&D, with 1,400 scientists and engineers driving innovation across 97 countries. The U.S. FDA’s authorization of IQOS as a Modified Risk Tobacco Product marked a turning point, validating that reduced exposure to harmful compounds is achievable. “Nicotine isn’t the problem, burning is. The harm comes from smoke, not the ingredient,” said one speaker. The panel called for policy innovation built around four essentials: access, acceptance, awareness, and affordability. Without these, they warned, smokers remain stuck with harmful options.
After a networking lunch at TECHNOVATION 2025, futurologist and trendspotter Magnus Lindkvist took the stage to discuss how turbulence fuels creativity. “Turbulence isn’t dangerous, what’s dangerous is using yesterday’s logic,” he said. His talk, “Disruptive Innovation: Shaping Economies, Shifting Lives, Forging Futures,” urged leaders to embrace uncertainty and nurture what he called “caterpillar ideas”, small, imperfect concepts that evolve into world-changing innovations. “Greatness cannot be planned; mediocrity can be budgeted for,” he told the audience, drawing laughs and nods of agreement.
TheTECHNOVATION 2025 afternoon continued with a session on “The Evolution of Smoke-Free Products”, featuring PMI executives Christos Kiritsis, Richa Rustagi, and Patrik Hildingsson. They showcased PMI’s multi-category portfolio — from heat-not-burn devices like IQOS ILUMA to oral smokeless options like ZYN and e-vapor solutions like VEEV ONE. Across all these categories, one principle remains constant: eliminating combustion. “If you don’t smoke, don’t start. If you smoke, quit. If you don’t quit, change,” said Christos Kiritsis. Rustagi highlighted the UAE’s pioneering role in the region, calling it “the first multi-category market in the MEA region,” while Hildingsson reminded attendees, “To build a smoke-free future, we must offer a buffet of choices, not a single solution.”
A highlight of TECHNOVATION 2025 came from Dr. David Khayat, a world-renowned oncologist and professor at Pierre et Marie Curie University in Paris. His session, “Lessons in Tobacco Harm Reduction,” delivered a candid look at cancer prevention. “After 30 years of taxes, warnings, and bans, we must admit: we have failed to stop smoking,” he said. Dr. Khayat explained that 95 percent of cancers stem from exposure to carcinogens rather than genetics, underscoring how crucial harm reduction is in reducing risk. “Nicotine doesn’t cause cancer, burning tobacco does,” he emphasized. The oncologist also pointed out that even medical professionals often misunderstand nicotine. “Harm reduction is not the enemy of quitting; it’s the bridge that helps people get there.”
The theme of collaboration continued at TECHNOVATION 2025 during “From Innovation to Advocacy,” a panel featuring consumer advocates and health economists from around the world. Speakers including John Paul Solis, Frederick Roeder, Gift Vuyani Khosa, and Omar Karim Prawiranegara discussed how grassroots action and education can accelerate acceptance. “Regulators should see consumers as co-policy makers,” said Solis. Roeder added, “We have the science, we have the technology, what we need is regulation across markets that allows people to use it.” Khosa called on the media to report “what’s science-backed, not what’s sensational,” while Prawiranegara reminded everyone that “innovation doesn’t always start with something big, sometimes it begins with a small community that dares to lead.”
As TECHNOVATION 2025 drew to a close, Tommaso Di Giovanni, PMI’s VP of Communications & Engagement, offered final reflections. “Skepticism is healthy, but in the end, innovation always wins,” he said. He emphasized that a smoke-free future is no longer a vision but a scientific and technological reality. “We have the science and the technology, now we need collective action to accelerate change.”
TECHNOVATION 2025 ended with an exhibition showcasing PMI’s smoke-free portfolio, VR experiences explaining the science behind smoke-free products, and real-world stories of transformation. TECHNOVATION 2025 left attendees with a clear message: a smoke-free future is within reach, but achieving it will require courage, collaboration, and commitment across science, policy, and society.
For more information, visit pmi.com.
