At Security Essen, Mercury.AI used its booth to make a point that it is not just another vendor of video security solutions, but the “new European brand” in the sector and potentially a big player.
"Mercury is not simply building a product portfolio. We are building our own technology," said Jelena Mitic, Business Development Manager at Mercury.AI, a Serbia-based brand that offers video surveillance hardware, a VMS platform and AI analytics.
A factory in the making
The clearest evidence of that ambition is the company's manufacturing plan. Mitic told asmag in an exclusive interview on the show floor that Mercury.AI is building a factory in Jagodina, a city in central Serbia, with production expected to begin in the first half of next year.
“We have a clear goal, vision and mission, and we are fully committed to turning them into reality,” Mitic said.
The rationale is control and the best possible solutions that stand out in a crowded field. "Our solutions are developed through our own R&D teams, and our strategy is to establish production in Europe. This gives us greater control over the entire process, from research and development to software, hardware and ultimately manufacturing," Mitic says, adding that key components are being sourced from trusted vendors through a transparent network of partners. Mercury.AI’s focus is on meeting applicable regulatory requirements and obtaining the relevant certifications for the global markets in which the company operates.
AI built in, not bolted on
Mercury.AI's main argument for choosing its solutions is that AI is at the center of everything from the start. The analytics are developed by the company's R&D team in Belgrade and run inside its own VMS on its own NVRs.
"For us, AI is not a separate product or an additional layer added to existing technology. It is an integral part of the solutions we develop," Mitic said.
Despite its already vast portfolio of tightly integrated solutions, Mitic emphasized that openness is another guiding principle for Mercury.AI. There will be no vendor lock-in.
"One of the major gaps we identified was the need for truly integrated AI analytics within a VMS environment, without limiting customers to a specific manufacturer or protocol," she said, adding that Mercury.AI’s analytics work with cameras from other manufacturers and across protocols, so integrators can add AI "without necessarily having to replace their entire existing infrastructure."
Mercury.AI started as a software developer, Mitic explained. Adding a VMS and then its own cameras followed from a simple idea: if customers already use the software, why not offer the full solution? Customers, however, can still buy the VMS or the analytics on their own.
AI analytics developed for real-world security needs
Weapon detection was among the first AI analytics developed by Mercury.AI, initially driven by the need to use advanced technology to help identify potential security threats as early as possible. Since then, the company has significantly expanded its AI portfolio, developing a broad range of analytics for different security and operational applications.
Today, Mercury.AI’s AI capabilities include weapon detection, fire and smoke detection, facial recognition, people and vehicle detection, people counting, perimeter and intrusion detection, license plate recognition (LPR), PPE detection, violence detection, as well as other specialized analytics developed for specific project requirements.
One European brand, every scale: Mercury.AI expands globally
Mercury.AI wants to serve customers of every size, from small retailers, for which it offers a lighter VMS version, to statewide projects. For example, it is currently working on a smart-city project in Belgrade, Mitic said.
"We want to be approachable, both for the end customer and for big state projects," Mitic stated.
As part of its global expansion strategy, Mercury.AI is currently in the final stages of establishing its presence in the US, marking an important step in the company’s international growth.
The move to the US is a major step for the company. “It's a significant investment, not only in equipment, but also in people," Mitic said.
Demand, however, is not an issue. "Everybody is interested in a European brand—in the US, in the Middle East and many other markets," Mitic said.
Long-term ambition
Mitic described Mercury.AI’s long-term goal as becoming a global leader in security technology and software.
"Ultimately, we want Mercury.AI to be recognized globally not only for the products we manufacture, but for the technology and software we develop and the innovation we bring to the security industry," she said.
“Our ambition is clear: to build Mercury.AI into a global security technology leader, recognized not only for the products we manufacture, but for the intelligence, software and innovation behind them,” she added. “We are building for the long term, with the goal of creating technology that can compete at the highest level globally and help shape the future of the security industry.”