IQSIGHT, the newly rebranded entity emerging from Bosch Video Systems, is claiming its place at the center of the strategic shift revolutionizing video security
The video security landscape is undergoing a profound transformation, moving beyond traditional surveillance toward "visual intelligence." At the center of this shift is IQSIGHT, the newly rebranded entity emerging from Bosch Video Systems. Led by Sabrina Stainburn, CEO, IQSIGHT, the company aims to combine its 60-year engineering heritage with the agility of a startup.
In this exclusive interview, we explore the strategic motivation behind the refocusing, the integration of edge and cloud analytics, and how IQSIGHT plans to leverage its global manufacturing footprint to provide proactive, AI-driven foresight for critical infrastructure and smart cities.
asmag.com: Congratulations on your appointment as CEO of IQSIGHT. From Bosch Video Systems to KEENFINITY to IQSIGHT, the past couple of months have been eventful. Can you tell us a bit about the motivation behind this refocusing? What will be at the core of the new brand?
Sabrina Stainburn: As an intelligence-first video security business, IQISGHT combines more than 60 years of engineering expertise with real-time intelligence to help organizations see clearly, act confidently, and improve outcomes in environments where every second matters. While the brand is new, the technology, reliability, and trust behind it are very familiar—our products continue to carry the Bosch name, and customers can expect the same standards they rely on today.
asmag.com: You bring over two decades of experience in security and technology, including leadership roles at Securitas and Johnson Controls. How will this background influence IQSIGHT strategy? And where do you see opportunities for convergence with adjacent fields such as IoT, building automation, fire safety and others?
Sabrina Stainburn: Throughout my years in the industry, I have focused on putting customers at the center of everything, from innovation to the implementation of solutions. This principle is guiding our actions at IQSIGHT.
The security industry is changing quickly, and video is central to that change—shifting from traditional video surveillance to visual intelligence. While security will always remain core, we expect visual intelligence to play an increasingly important role in improving operational efficiency across many environments in the future. By combining sight and intelligence, organizations can see patterns that influence decisions around safety, resource use, and customer experience.
asmag.com: The transition from Bosch to KEENFINITY to IQSIGHT also marks a cultural transformation. What new ways of thinking are you and your team looking to implement? What dormant potentials within the former organization do you seek to unlock?
Sabrina Stainburn: We have a strong and dedicated team focused on continuing the Bosch heritage of quality and stability while streamlining our processes. These changes will add the speed and nimbleness of a startup to allow us to innovate faster, bring more solutions to market, and make it easier for customers to do business with us.
asmag.com: Nearly all technological advancements seen in recent years have the label "AI" on them. Where do you see the biggest potential for AI-powered advancement right now? What functionalities will take a big leap forward soon?
Sabrina Stainburn: IQSIGHT is focused on applying AI (or visual intelligence) where it delivers clear, practical value. That means helping systems understand what is happening in a scene, not just capturing video. We are demonstrating to customers how that intelligence can surface the patterns that matter most to give them the power to predict events that may happen. With foresight, they can detect risk earlier, make faster decisions, and operate with greater confidence to prevent those events from occurring or other issues from escalating.
asmag.com: By unlocking new technologies and developing them into different directions, companies across the industry are “placing bets” on the video systems of the future—some focus on edge intelligence with in-house developed SOCs, others pivot more toward cloud analytics. Where will IQSIGHT place its focus?
Sabrina Stainburn: Edge, cloud, and GenAI-based solutions have different strengths, and selecting one approach over another depends on the application or the problem customers are trying to solve. At IQSIGHT, we work closely with integrators and end users to understand these challenges and provide guidance on the best AI approach to achieve their goals. This customer experience and input shapes our development of future solutions. We understand customers are looking to accomplish more with their systems, and we envision AI video capabilities expanding to the point where they can gradually replace other security hardware to reduce complexity for users.
asmag.com: IQSIGHT has a uniquely broad manufacturing footprint, with sites across three continents. How are you planning to leverage this in times of heightened trade barriers and other market challenges? Does that also reflect a localization strategy in your product portfolio?
Sabrina Stainburn: Locations across three continents—including sales, development, and manufacturing sites—help us better serve our customers. This global presence is essential for our customer-centric strategy, enabling us to respond quickly and understand how requirements differ across regions.
asmag.com: Bosch traditionally emphasized total cost of ownership and the long-term value of its solutions, rather than short-term price competition. What will be your pitch to long-term customers who liked Bosch Video Systems as it was?
Sabrina Stainburn: Our solutions are ideal for environments where security must be uncompromised. The value IQSIGHT delivers is reliability in applications in which safety, continuity, and operational performance are closely connected—such as government, critical infrastructure, and smart cities. In these environments, visual intelligence helps organizations address practical challenges—securing perimeters, enhancing worker safety, and improving traffic flow—so they can operate securely and efficiently. Our cameras are engineered to rigorous quality standards and designed to perform in demanding conditions, while delivering dependable video and accurate analytics where they matter most.
While continuing to deliver the quality customers rely on, we are adapting internally to introduce more speed and agility to our organization and increase the pace at which we bring innovations to the market.
asmag.com: As connectivity and AI adoption increase, cybersecurity is becoming inseparable from physical security. How does IQSIGHT approach cybersecurity—both in product design and supporting customers’ broader cyber resilience?
Sabrina Stainburn: Cybersecurity is not a feature for us—it is a foundation. As video systems become more connected and intelligence moves closer to the edge, trust must be designed in from the start. IQSIGHT takes a secure-by-design approach across our hardware, software, and integrations. That means protecting data at every stage, from capture to analysis to delivery.
Just as important, we work closely with partners and customers to ensure our systems fit into their broader security and IT strategies. When organizations rely on video to make critical decisions, security and reliability must be non-negotiable.
asmag.com: Looking ahead, where do you see the global security market and its key technology trends heading over the next 12 to 18 months? How will IQSIGHT position itself within this evolving landscape — as a technology leader, ecosystem builder, or driver of new industry standards?
Sabrina Stainburn: Video is transitioning from merely capturing events to proactively interpreting scenes, helping organizations uncover patterns that inform decisions beyond security. Simultaneously, the increasing capabilities of video solutions will allow them to replace other security hardware for systems that are easier for customers to manage. For this reason, visual intelligence will become an essential driver of operational efficiency across a wide range of environments over the next 18 months. As an intelligence-first video business, IQSIGHT is helping to shape this future and is uniquely positioned to lead the transformation.
Product Adopted:Software