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As ISE 2026 approaches, we’re highlighting some of the companies exhibiting on the show floor and previewing what they plan to showcase in Barcelona. This interview is with Shure‘s senior director of strategic alliances, Boris Seibert.

Q: What’s driving your decision to exhibit at ISE 2026 and what are you hoping attendees take away from your presence this year?

A: ISE is one of those special moments each year where the entire AV and IT world comes together, and for us, it’s the perfect place to show how quickly the collaboration landscape is evolving.

Our goal this year is simple: help attendees experience how Shure empowers every participant in the room. We’ll be showcasing how our collaboration solutions fit into the modern workplace and how they support the new AI powered workflows that organizations are adopting. If people walk away understanding that great audio and video are the foundation of great collaboration, then we’ve done our job.

Q: What solutions or experiences are you unveiling in Barcelona that showcase how your company is evolving?

A: We’re really leaning into the workplace environment with our collaboration technology including IntelliMix® Room Kits, the Foundation system, and ShureCloud, which is becoming a central part to how our customers design, deploy and manage their ecosystem.

Outside the meeting world, we’ll also showcase our superior audio technology for live events and content production, including our new ANX4 Scalable Wireless Receiver and the DCA901 Planar Array Microphone for broadcast productions.

And yes… we will have some exciting innovations tailored for the modern workplace that we’ll be announcing soon. Definitely keep an eye on Shure’s official channels,  because it’s worth the wait!

Q: Where is your biggest growth or momentum coming from as we move into 2026 – new markets, partnerships or product categories?

A: A major driver for us is the rapid expansion of AI in the workplace. Our focus is on creating collaboration experiences that put people first. That means technologies that not only support AI tools in the meeting room but also use AI to improve voice clarity, support intelligent camera systems, and seamlessly integrate with the platforms teams rely on every day. It’s an incredibly exciting moment because the meeting room is no longer just a place as it is quickly becoming an intelligent environment.

Q: For someone walking the show floor with limited, why is your booth worth the stop?

A: If you want an immersive look at where collaboration is heading, our booth is absolutely worth the visit. Beyond showcasing our latest innovations, we’ve built an environment where attendees can feel the impact of great audio and intelligent technology in action.

It’s hands on, it’s real, and it shows how meeting experiences can be elevated when the technology truly supports the people in the room. Attendees walk away with practical ideas — and a clear sense of how Shure can help bring them to life.

Q: Any sneak peeks or big announcements you can hint before the show?

A: Let’s just say… you’ll want to stay tuned! We have something big on the horizon and it’s going to make a meaningful impact on the collaboration space. Keep an eye on our official Shure channels, because it all will be revealed soon!