Shure has introduced the IntelliMix Bar Pro to the UAE and wider Gulf region. The company unveiled the device at an event titled “Read the Room: Experience Intelligent Collaboration” in Dubai.

The launch arrives as AI adoption continues to grow across the region. According to Microsoft’s 2026 Global AI Diffusion Report, the UAE has the highest rate of AI diffusion worldwide, with 70.1% of its working-age population using the technology. Meanwhile, PwC’s 29th Global CEO Survey found that 70% of Middle East business leaders now have a defined roadmap for AI initiatives. As a result, the quality of audio and video feeding these systems is becoming more important for producing reliable outputs.

The IntelliMix Bar Pro is a Microsoft Teams Certified, all-in-one video bar built for medium and large meeting rooms. It combines IntelliMix View AI video framing with onboard IntelliMix audio processing to capture speech, facial expressions and non-verbal cues throughout a room. In turn, this helps AI tools generate more accurate transcriptions, summaries and insights.

Ekta Shetty, Senior Sales Director for Africa, Middle East, India, Southeast Asia and Pacific at Shure, said the company has focused on meeting room innovation that supports effective collaboration. She noted that as organisations adopt AI powered meeting experiences, high quality audio becomes essential, since clearly captured and transcribed speech allows AI to produce more accurate insights and drive greater efficiency.

The onboard audio processing in the IntelliMix Bar Pro isolates voices and reduces background noise. At the same time, the video framing keeps participants visible, including those seated closest to the device and at the far end of a table. Together, these features aim to create more consistent meeting experiences while giving AI tools clearer data to work with.

Yassine Mannai, Associate Director of Sales and Marketing for Middle East and Africa, Turkey and CIS at Shure, said the IntelliMix Bar Pro was designed to offer clear audio capture, intelligent video and enterprise grade reliability. He added that richer inputs for both participants and AI tools can help organisations achieve greater productivity and insight from meetings.

The Dubai event was hosted in partnership with NMK Electronics, a Midwich Group company, at NMK Beyond in Dubai. Alongside the IntelliMix Bar Pro, attendees viewed live demonstrations of other products in Shure’s collaboration portfolio, including the MXA925 Ceiling Array Microphone, SLX-D+, Microflex Wireless neXt with Fusion Mode, MXA901 and the IntelliMix Foundation System.

The IntelliMix Bar Pro is built on the Microsoft Device Ecosystem Platform, which supports enterprise environments that require strong security, manageability and long-term stability. Its Microsoft Teams Certification confirms that it meets Microsoft’s performance standards and works reliably with the platform. Additionally, IT teams can manage, control and update the device remotely through ShureCloud, along with other enterprise IoT systems such as Pro Management Portal and ServiceNow.

Alex Kemanes, Managing Director for MESEA at NMK Electronics, said AI is changing how people communicate and collaborate at a rapid pace. He explained that Shure’s approach treats collaboration as a full experience rather than a single product, spanning capture, processing, playback, software and management, and that this ecosystem becomes more valuable as AI continues to reshape workplaces.

This launch also marks a new milestone in the more than three decade partnership between Shure and NMK. Over the years, that relationship has helped expand Shure’s presence across the region and bring its technologies closer to customers.

More information on the IntelliMix Bar Pro is available by contacting a Shure sales representative or visiting www.shure.com/imxbpk.

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