On this episode of Direct from the Expo, the Collab Collective’s Craig Durr speaks with Susy Liem, VP of Product Management for Collaboration and Conferencing at Shure, live at ISE 2026 in Barcelona. The conversation focuses on how AI is reshaping meetings and raising expectations for audio, video, and compute, highlighted by Shure’s launch of the IntelliMix Bar Pro with proprietary quad-camera video technology. Susy also shares updates on Shure Cloud, enterprise security aligned with Microsoft MDEP, and the Innovation Lab, outlining how Shure is building an AI-ready collaboration portfolio.
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Craig Durr: Everyone, this is Craig Durr, Chief Analyst and Founder of the Collab Collective, and I want to welcome you to another edition of Direct from the Expo. We're here live at ISE 2026.
It's so exciting, right?
Susy Liem: I am very excited
Craig Durr: I want to introduce to you a new friend of mine, Susy Liem, VP of Product Management for Collaboration and Conferencing at Shure.
How are you doing?
Susy Liem: I am doing great. Shure has a lot to say today.
Craig Durr: You guys are a premier sponsor of this event. Let's go back and visit that. I want to understand what the big picture is that you're seeing because Shure, you've been the namesake in audio for over a century. But you know, meetings are changing. What does this mean to you in that context?
Susy Liem: You know, meetings used to be, “Can you see me? Can you hear me?” But now it is all about AI. AI is doing meetings translation and meeting summary. And because of that, we need to make sure that we feed the AI with good quality audio and video.
Shure is here to make sure that you are here, and people can see you, and people can hear you in the meeting. That is what meeting equity is all about.
Craig Durr: That's fantastic. So what you're saying is this infrastructure, this investment in these workflows becomes very important, right?
Susy Liem: Yes. That's right. Shure has been working for decades on audio. We are known for our audio.
However, right now, we are releasing our product that has the video aspect of it. And there's a lot of interaction between the video and the audio. We also have the platform itself that includes the compute, which is the brain that makes things even smarter.
We are positioning ourselves for AI coming up in the future.
Craig Durr: I love this. You actually hinted at something I want to talk about. You are launching a new product here, the IntelliMix Bar Pro. This is a very innovative looking solution. Why don't you tell me more about this?
Susy Liem: This platform has, like what I mentioned, a good quality audio, video, and compute, but especially on the video side of it. It is one of a kind. We have 4K, and we have four cameras that are put on the sides. We call this one IntelliMix View. So we can see people from the left and from the right, and it has a 135-degree view. All of these are all our own IP, and we have a dedicated team that works on this particular product.
Craig Durr: I love that. That's a really important point right now. This isn't Shure going to partner with an ODM. We're talking about your own proprietary video IP bringing this to market.
Susy Liem: That's right. It is patent pending, and we are very proud of it.
Craig Durr: I'm excited to see this. I actually had a chance to preview it last night, and I really enjoyed what I saw around those quad cameras. It really is exciting. But there's something else about this. This is part of the MDEP platform as well, right?
Susy Liem: That is correct. We’re part of the MDEP. We work very closely with Microsoft. And with that, we follow the industry standard security that is defined by the MDEP and the simple management system that is driving it and come with it as well.
Craig Durr: And that's important because for enterprises today, security is front of mind. So you're talking about a secure platform as initially built out from the beginning, right?
Susy Liem: That is correct.
Craig Durr: That's fantastic. You know, there's something else I'd like to revisit. I stood right here and I spoke to one of your colleagues last year at ISE 25, and we talked about Shure Cloud. I know this particular project is very near and dear to your heart. Will you share an update with Shure Cloud?
Susy Liem: Yes, we are very proud of that. We have onboarded hundreds of customers and many of them are Fortune 500 companies as well. And that really speaks on how they trusted us.
Shure Cloud has the user management, rules permission, device management, and license management. It is also being set right now for us to work on an autonomous workflow for AI and moving into the smart workplace.
Craig Durr: Wow, so Shure Cloud is delivering on that security, that management, and even that future proofing around AI. That sounds fantastic. Another thing though, you have a lot of integrations built into that as well.
Susy Liem: Yes, that's right. We have integrations, such as with ServiceNow and with other enterprise CRMs. We are also opening up our cloud API to be able to talk to other network management when issues happen. It’s not necessarily that the devices are the problem, sometimes it's the network as well. And this integration allows us to be able to give a holistic solution.
In addition to that one, we are also in the Innovation Lab where you can see at the beginning of our AI agent. We will open up the MCP where an AI agent can talk to another AI agent to do self-healing in case something happens in the room. It's very exciting.
Craig Durr: I love this. I love that you're talking about the Innovation Lab.
So tell me, if people want to start seeing more, what would they see if they go down in the booth? What are going to be some of the things about it?
Susy Liem: At the booth, we will see the immersive experience, and you shouldn't miss that one. It's very exciting to see. We also have the future product that we are going to release in the next 6 to 9 months in the Innovation Lab.
You can also visit us at Shure.com.
Craig Durr: That's right. And there's also a chance, though, to see some of the existing products. We've talked in the past about the IntelliMix Room Kits, as well as the Foundation Kits.
Susy Liem: That's right. Because one thing that we want everybody to know is we have the complete portfolio. Like what we mentioned earlier, it is audio, it is video, and the most important part is we have a lot more compute for the room itself.
So IntelliMix Foundation, IntelliMix Room Kits, and the IntelliMix Bar—all of those have the compute that comes with Shure. So it is one complete portfolio that we have.
Craig Durr: I love this. You're building out for an AI future now. You have the infrastructure with the memory, the video, the audio, and quality input from Shure sounds fantastic. And they can see all this down in the booth. That's fantastic.
Susy Liem: I want to say one more thing: many times we say that tools for conferencing are just good enough. Good enough is not good enough anymore because when you have an AI listening to you, you want to get that accuracy. So we have always strived to be better than good enough.
We always strive for perfection because otherwise it’s like garbage in, garbage out. But we are in Barcelona, in Europe. Maybe it's rubbish, rubbish out.
Craig Durr: And you have 100 years to show the legacy of you doing this here. I appreciate it so much.
Susy, this has been a fantastic update. I can't wait to have a chance to go down and visit the booth in the Innovation Lab. It's very exciting, right?
Hey everyone, this is Craig Durr here live at ISE 2026. I want to thank you for tuning in for this episode of Direct from the Expo. Stay tuned for more. We'll bring you some more great updates like the IntelliMix Bar Pro. Take care.