Intermedia CPO Irina Shamkova discusses AI, M&A, and user experience. Discover her strategies for innovation and leadership in a rapidly evolving tech landscape.
Irina Shamkova‘s 20-plus years in tech leadership aren’t just a timeline; they’re a narrative of transformation. From traditional communications to pioneering AI-driven collaboration, Shamkova’s journey at Intermedia is marked by strategic M&As, a partner-first approach, and a relentless focus on user experience.
In a landscape where AI reshapes UCaaS and CCaaS, Shamkova emphasizes enhancing, not replacing, human interaction. Her insights into navigating post-merger challenges, fostering diversity through initiatives like Women of Intermedia, and breaking down complex problems into manageable tasks provide a masterclass in leadership. This is a story of innovation driven by empathy, adaptability, and a deep understanding of the human element in technology.
Excerpts from the interview;
With 20+ years in product leadership, how has your shift from traditional communications to AI-driven collaboration been shaped by unique experiences and challenges?
My product leadership at Intermedia has been defined by constant learning, adaptability, strong execution, and a commitment to innovation. Transitioning from traditional communications to AI-driven collaboration has been one of my career’s most exciting and transformative journeys. Over the years, I’ve learned that technology alone doesn’t drive innovation—people, strategy, and execution do.
One of the most valuable leadership lessons has been navigating change—whether expanding our product portfolio, scaling internationally, leading major acquisitions, recruiting top talent, or pioneering AI-powered collaboration. Each transition required balancing bold vision with structured execution, ensuring every shift aligned with customer needs and market opportunities.
A key success factor was aligning the organization from top to bottom on a shared vision. Execution thrives when employees, partners, and customers actively engage in the transition. When all stakeholders are tuned in and committed to maximizing the benefits of change, transformation becomes seamless and impactful.
Ultimately, leadership in product innovation is about anticipating what’s next, bringing teams along on the journey, and ensuring that every transformation adds real customer value. AI isn’t just the future – it’s a tool we use today to redefine how businesses communicate, collaborate, and grow.
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How is AI reshaping UCaaS and CCaaS, and what sets Intermedia apart?
AI is redefining Unified Communications and Contact Centers, transforming them from traditional communication tools into intelligent, proactive solutions. However, widespread adoption of AI agents will take time, as trust, accuracy, and experience remain key factors that businesses and customers must grow comfortable with.
Today, AI is best suited to assisting human agents, providing specific insights, and automating select workflows – helping employees work smarter while preserving the human touch. Over time, as AI becomes more reliable, personalized, and empathetic, businesses will embrace greater automation, shifting AI’s role from support to fully automated, highly efficient interactions.
At Intermedia, we deliver AI that adds immediate value-enhancing, not replacing, human interactions. From AI-powered assistants in our UC and CC solutions to data-driven insights from our archiving platform, we are strategically paving the way for a future where many AI agents will drive even greater business success.
You’ve led multiple M&As. What unexpected post-merger challenges did you face, and how did you turn them into opportunities?
Over the past few years, I’ve been deeply involved in multiple M&A evaluations, successfully leading acquisitions such as AnyMeeting (video conferencing), Telax (Contact Center), Akazio (Archiving), and the NEC Cloud customer base transition. Each was a success because of rigorous due diligence—carefully evaluating technology, solutions, people, and culture to ensure complete alignment from both sides.
While we didn’t face unexpected challenges, every acquisition required a tailored approach to maximize value. We focused on technology upgrades, platform integrations, and process alignment where needed while embracing innovative approaches from acquired companies. What is the most critical success factor? Proactive and transparent communication with customers and partners—ensuring they experienced zero disruption, no surprises, and clear guidance on upcoming changes.
M&A isn’t just about integration—it’s about transformation. Each acquisition became an opportunity to strengthen our portfolio, enhance our offerings, and reinforce trust with customers and partners.
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Your partner-first strategy is renowned. How do you balance collaboration and competition to drive growth in a fast-changing tech landscape?
At Intermedia, our partner-first strategy is built to promote collaboration and give our partners the freedom to succeed on their terms. We have flexible partnership models, like the Customer Ownership Reseller (CORE™) program, which enable partners to resell our solutions under their brand, at their price, and with complete ownership of customer relationships. This allows partners to differentiate in the marketplace, eliminate direct competition, and grow together. Furthermore, we offer comprehensive support from marketing materials, sales support, and technical enablement to position our partners for success. We create a mutually beneficial ecosystem that promotes technological innovation and growth by tying our success directly to our partners.
What are the key ingredients for a stellar user experience—and how do you add a touch of fun?
At Intermedia, ease of use isn’t just a feature—it’s a necessity. Since we focus on SMBs, our solutions must be intuitive and seamless, allowing businesses to adopt and manage them effortlessly. In a landscape filled with choices, partners turn to Intermedia for our ease of management, reliability, and customer ownership capabilities.
A stellar user experience also comes from the availability of data and an integrated experience. We ensure that customers can work smarter, not harder, with solutions like our fully integrated UC and CC platform, Intermedia Voice and CC solutions embedded in Microsoft Teams, and archiving across all services, providing valuable insights from collected data.
And fun? Fun is seeing SMB customers light up when they realize how effortlessly our solutions solve their biggest challenges. When technology empowers rather than frustrates, innovation truly comes to life!
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You’re known for breaking big challenges into manageable tasks. Can you share a key example of how this led to a product breakthrough?
Integrating AI into our portfolio is one of the most exciting challenges in product development. Rather than tackling everything at once, we took a phased approach. First, we deeply assessed available AI technologies to determine the most relevant capabilities. We then implemented foundational AI-driven functionalities in select elements of our solutions, allowing for early validation. We iteratively refined and expanded these features by gathering user feedback and usage data, evolving them into more sophisticated, high-impact AI-driven tools. This structured, incremental approach ensured adoption, minimized risk, and optimized development resources while delivering real value to customers at every stage.
Another example is our international expansion in 2020. The complexity of launching across multiple geographies—pricing, compliance, localization, legal, and carrier integrations—was immense. We divided the effort into logical workstreams, prioritizing foundational elements like currency, taxation, and partner programs before layering on localization, marketing, and support structures. This phased execution allowed us to launch in new markets efficiently while ensuring operational excellence.
These experiences reinforce my belief that any major challenge can be solved by structuring the problem, focusing on early wins, and iterating based on real-world insights.
How has the Women of Intermedia program fostered diversity, driven innovation, and reshaped your company culture?
At Intermedia, diversity is not only a principle—it’s an accelerator of innovation and growth. Our Women of Intermedia initiative has created a culture where diverse perspectives lead to more insightful decision-making, effective collaboration, and innovative problem-solving.
We’ve built a more engaged, empowered, and motivated workforce that can transform things by ensuring women have access to career development, leadership training, and mentorship opportunities. That culture of inclusion is in everything we do—how we design our products, interact with our customers, and support our employees.
Our diversity program brings innovation because where diverse experiences and perspectives come together, we create more natural, practical, and productive solutions. Programs like Women of Intermedia enable all employees, regardless of their background, to have the tools, resources, and confidence to be at their best and highest contribution level. This program has assisted in transforming our company culture into one of ongoing learning, responsibility, and open communication.
As IWD 2025 nears, what advice do you have for women aiming to break the glass ceiling in tech and product management?
To all the remarkable women at Intermedia and beyond, as International Women’s Day 2025 approaches, I encourage you to:
- Align Your Purpose: Understand your “why” and ensure it resonates with your company’s vision. This clarity will guide your decisions and actions.
- Empower Your Teams: Invest in your team’s growth. Educate them on the broader mission, inspire ownership, and provide necessary resources. Our goal as leaders is to cultivate more leaders and foster a culture where innovation thrives.
- Execute with Integrity: Prioritize what matters, honor your commitments, and tackle challenges directly. Continuous feedback and holding yourself to high standards ensure progress and accountability.
- Embrace Continuous Learning: The tech landscape is ever-evolving. Stay updated on new tools and skills through online courses, books, and publications. Regular learning habits will sustain you through both motivation and challenges.
Remember, your expertise and perspectives are invaluable. Engage confidently, ask questions, and seize opportunities to lead. Let’s foster an inclusive environment where every woman can thrive, innovate, and inspire.
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Can you share a career moment that fuels your passion for leadership and innovation?
Reflecting on my 24-year journey at Intermedia, I began as a Level 1 Technical Support Engineer, immersing myself in the technical intricacies and customer interactions that form the backbone of our services. This experience fostered a deep empathy for customers and a drive to solve their needs more holistically, leading me to transition into project and product management.
As technology continually evolves, so does Intermedia, reinventing itself every few years. Looking ahead to shifting landscapes and anticipating market changes has always been an exciting challenge. Leading our product portfolio through significant transitions—from web hosting to hosted email, comprehensive communication solutions, and now pioneering AI-driven assistants and agents was empowering.
One of the most valuable lessons of this journey is that success is always a team effort. Working alongside bright, inspiring, and supportive colleagues has reinforced my belief that an organization thrives when individual brilliance is amplified through collaboration and communication. This fuels my passion to inspire others and develop solutions that help businesses achieve the same.
What emerging trends in communication and collaboration excite you most, and how do you balance your career with your passions?
I’m thrilled about how AI transforms the Unified Communications and Contact Center landscape. AI is leveling the playing field by automating routine tasks and offering deep insights into business operations, enabling small and medium-sized businesses to compete with larger enterprises. This evolution enhances efficiency and uncovers patterns that can be optimized to boost performance and customer satisfaction.
Equally exciting is the trend of ecosystem integration. Cloud-based solutions are increasingly interconnected, allowing for seamless experiences across various platforms. This unified approach empowers customers to navigate multiple systems effortlessly, enhancing their overall experience.
Beyond my professional endeavors, I have a deep passion for learning new languages, exploring diverse cultures through travel, and engaging in the arts and sports. However, one of my greatest passions lies in my work at Intermedia. I am dedicated to empowering our partners to expand their IT and AI capabilities here. Together, we provide innovative and user-friendly solutions that enable small and medium-sized businesses to effectively address their daily challenges. Collaborating with amazing, intelligent, and motivated colleagues is a constant source of inspiration, fueling my commitment to drive meaningful change in this technological revolution.
