The Jumeirah Saadiyat Island, Abu Dhabi hosted experts from diverse sectors such as technology, science, public health and sustainability at Technovation by Philip Morris International (PMI). With their smoke-free products on display, PMI is setting the tone for a smoke-free future led by science and innovation.
Technovation showcased the points of intersection between technology, sustainability, and public health, emphasising PMI’s bold transformation from a traditional tobacco company to a tech-savvy purpose-driven enterprise.
“If you don’t smoke, don’t start. If you smoke, quit. If you don’t quit, change,” with those powerful words, Philip Morris’ Tommaso Di Giovanni, Vice President of International Communications and Engagement led the summit, highlighting the keyword of the day: change!
Science took centre stage for most of the summit. With over 1500 scientists, engineers, technicians and support staff at Philip Morris, it is clear that the company is shifting its focus to creating and revolutionising better alternatives to smoking represented in their wide range of smoke-free products.

PMI demonstrated its wider range of smoke-free products including its heated tobacco range of products by IQOS, which heat tobacco without burning it releasing nicotine, its E-VAPOR line of products, which uses compact ceramic heating technology, and ZYN which are tobacco-free nicotine pouches for oral usage. While none of the products are risk-free, they are better alternatives than smoking, as the major cause of smoking-related diseases is the high levels of harmful and potentially harmful chemicals found in cigarette smoke which contains over 6000 chemicals. Scientific studies have shown that as the temperature of tobacco increases, the levels of harmful chemicals formed increase. By eliminating smoke, PMI’s smoke-free products can significantly reduce the average levels of harmful and potentially harmful chemicals.
Moreover, sustainability was a significant point of focus as well, reflecting PMI’s broader commitment to reducing its environmental footprint. Discussions revolved around how companies can integrate circular economy principles, reduce waste, and adopt greener supply chain practices. PMI shared its progress in this area, including efforts to minimise the environmental impact of its product lifecycle—from sourcing and production to disposal and recycling. They demonstrated PMI’s sustainability initiatives including their effort to reduce greenhouse gas emissions as they are on track to achieve carbon neutrality across their operations by 2025, in addition to their circular economy principles to minimise waste and promote recycling and aligning their supply chain practices with global sustainability standards.

Mr. Andrzej Dabrowski
The Technovation Summit emphasised collaboration as a cornerstone for progress. PMI’s leaders repeatedly stressed that achieving a smoke-free future and tackling global challenges require collective action. Policymakers, industry peers, and public health experts were encouraged to join the conversation and work toward solutions that balance innovation with regulation and societal benefit.
While PMI’s smoke-free products made a serious impact in the markets where they are available, there are still some challenges. Experts acknowledged the complexities of transforming a historically controversial industry and the scepticism they often face. However, they expressed confidence that their transparent science-based approach will win over critics and drive the broader adoption of smoke-free products. They know they still have a long journey ahead in educating the market and overcoming policies and traditional frames.
Dr. Moira Gilchrist, PMI’s Chief Communication Officer who holds a degree in pharmacy and a PhD in pharmaceutical sciences, both from the University of Strathclyde in Glasgow, Scotland, noted that there’s still a wide range of misconceptions about nicotine. “I talk to individuals in the scientific community, public health, journalists—everyone—and their greatest concern is that these products still contain nicotine. I tell them, yes, nicotine is addictive, but it’s still part of the solution,” said Dr. Gilchrist.

Mr. Rohan Andrade De Sequeira & Lindsay Mark Lewis
With the Egyptian market making serious strides towards accepting smoke-free alternatives, we asked Tommaso Di Giovanni about PMI’s efforts in Egypt and what it has planned for releasing the full range of its products in the Egyptian market. “We have entered the market with IQOS and I understand it is showing promising adoption. It’s just a matter of time and change can be accelerated with the right regulatory and commercial environment to be able to step in with the new products,” he said.
With Technovation Summit, PMI proved they are playing the long game and they have their eyes on the future. Its investment in science and technology makes it a leader in the market vowing to change the world as we know it.
The summit concluded by leaving a clear message emphasising that PMI’s transformation perspective is more than a rebranding effort, it’s a comprehensive shift in how the company operates, innovates, and engages with the world. With a focus on technology, sustainability, and collaboration, PMI is setting a bold example for industries seeking to reinvent themselves in the 21st century.