AV Interview: Jim Seretis, Xilica

Xilica has launched a renewed focus on the Australia and New Zealand region, coinciding with the debut of its AI-powered RoomHub platform at the upcoming Integrate show. To lead the charge, Xilica has appointed seasoned AV industry figure Jim Seretis to drive market development across ANZ. Backed by new distribution partnerships with Audio Brands and Pacific AV, Xilica is positioning itself for strong growth in the region. We spoke with Jim to find out more.

AV.technology: Explain this new strategy from Xilica. Why ANZ and why now?

Jim Seretis: Xilica is on an exciting global growth path, driven by the upcoming release of innovative products like RoomHub, which is scheduled to ship later this year. This marks a strategic shift as we strengthen our position in the collaborative meeting space market and education market. With RoomHub, we’ll deliver a solution that is both Microsoft Teams and Zoom certified, offering AI-powered one-touch setup and dynamic room optimisation. Australia and New Zealand are key markets for us: technologically advanced, highly collaborative, and rich with opportunity. We’re committed to offering solutions that provide an exceptional experience for our integration partners, consultants, and most importantly, end users.

AV.technology: You’ve had a long career in audio, what is it about Xilica that’s interested you to join them?

Jim Seretis: I was personally invited to join Xilica by CEO James Knight, and after he shared his vision and the company’s roadmap, I was immediately drawn in. I remain passionate about delivering outstanding AV experiences, and what excited me most is how thoughtfully this new generation of products has been designed. It’s a clear evolution in the way collaborative technology is deployed. Xilica’s vision represents a new level of innovation in this space and I wanted to be part of it in Business Development.

AV.technology: How do you feel these distribution and channel changes being made will benefit you, or your customers?

Jim Seretis: Changing distribution is never taken lightly, but it’s essential when growth, alignment, and service delivery are at stake. Audio Brands and Pacific AV were selected because they bring not only technical capability but also a strong customer-first culture. Their commitment to supporting the brands they represent, – through sales, service, and support – ensures better outcomes for consultants, integrators, and end users alike. That alignment is critical for the success of Xilica in the region.

AV.technology: What are Xilica’s plans for Integrate, and for the future more broadly in ANZ?

Jim Seretis: Xilica will be supporting both Audio Brands and Pacific AV at Integrate 2025. Xilica CEO James Knight (based in Dubai) and Technical Lead Shawn Lee (based in Malaysia) will be joining us in Australia for the show. Together with myself, we’ll be meeting with consultants, integrators, and end users to share our vision, showcase the new RoomHub, and discuss the exciting future ahead for Xilica in the region.

Looking ahead, we’ve also launched a new online training platform, which includes a CTS-certified course for our Solaro audio processors. This is just the beginning. As we expand our product range, we’ll continue to invest in education and resources through our website and training portal to support our growing ecosystem both in person and on line.