Meet Iffat Chaudhry

Retail AV innovation plays a vital role in today’s highly competitive landscape, and few professionals embody that drive for meaningful transformation like Iffat Chaudhry. With a background rooted in education and a career shaped by leadership and organisational behaviour, she brings a human-first mindset to digital experiences. Her journey is marked by continuous learning, strong values, and a commitment to building authentic relationships—traits that seamlessly align with M-Cube’s quality-driven approach. 

A long-standing advocate for equity in the AV industry, Iffat is part of  AVIXA  Membership Committee, she co-leads the Avixa Women’s Council for the UK and the creator of the WhatIff? videocast, which highlights diversity, inclusion, and human connection in the professional world. She combines deep commercial experience—particularly in public sector bids and audiovisual solutions—with a passion for creating learning-led, people-first environments. Her academic research at UCL into leadership and organisational culture reinforces this approach, which she applies actively through coaching, communication and team development. 

In this interview, Iffat shares how her passion for people, proactive communication, and innovative thinking help shape the future of retail AV. From team psychology to account management and from immersive brand experiences to the evolving role of AI, her perspective offers deep insight into where the industry is heading. 

Let’s start with a quick introduction — who is Iffat Chaudhry in your own words? 

Originally trained as a teacher, I see myself as an eternal student—constantly learning, evolving, and seeking opportunities to grow. I’m deeply committed to giving back, whether that’s to colleagues, friends, or the industry as a whole. I believe in the power of learning from those around me, and I’m always looking for ways to contribute and help others develop along the way. 

You bring a wealth of experience in organisational behaviour and leadership. How has that intersected with the AV and retail industries in your career so far? 

I decided to further my understanding of leadership by going back to university and studying it at UCL in London. My interest in people and creating positive work environments led me to delve into the psychology of teams and behaviour. This academic study perfectly complemented my practical experience. I learned not only the theory behind building strong teams but also how to put it into practice in real-world situations. It helped me, especially in leading my first team, where I became more mindful of empowering my colleagues and fostering mutual respect. I believe that collegiality is key — it’s more than just being in a work environment; it’s about building relationships, whether with your team, customers, or business partners. Proactive work is essential to create strong, positive relationships that allow everyone to grow together. 

What drew you to M-Cube? What about our mission or culture resonated with you? 

The overwhelming factor for me, beyond the products, services, and track record, was the strong focus on quality. When I first spoke to Ross and Alexios, the emphasis on quality really stood out to me—it was non-negotiable. Quality in the service, the work, and in the relationships with customers. I believe that life is challenging enough, and you don’t want to be constantly rebuilding relationships because the last one didn’t work out. Building positive, long-lasting relationships is crucial, and that’s what M-Cube does by putting quality at the heart of everything. I really felt the mutual respect between Ross and Alexios, and at this point in my career, that kind of culture resonates deeply with me. I also loved the Soho House Dubai project—it wasn’t just about AV or hardware; it was about creating an immersive experience, bringing something truly to life. That really appealed to me. 

The M-Cube growth strategy for the UK is an impressive one. How much are you looking forward to being a part of it? 

I am so excited about the growth. It almost feels like I’m joining a startup, but with the backing of an established, very well-respected brand. I know it’s going to be a challenge because the UK market is saturated, and signage is often simplified. But I truly believe it’s a tremendous opportunity, and I’m really looking forward to being part of this journey. 

How do you see your expertise adding value to the M-Cube team and our clients in the retail space? 

I bring many years of client and account management experience, and one of my strengths is forging strong, trusting relationships with customers. I believe in understanding their stories, listening to them, and contributing to what they want to achieve for their brands. At the heart of account management is being part of the customer’s journey. Over the years, I’ve also encountered many examples of poor account management, and I always put myself in the customer’s shoes. I think about how I would want to be treated and apply that to my work. I also understand that there isn’t a one-size-fits-all approach—different clients have different needs, and being able to match those needs with the right approach is key. 

Every new chapter comes with expectations—and sometimes fears. What are yours as you step into this role? 

I view my cup as half full. Focusing on fears only draws them closer, so I choose not to dwell on them. Instead, I keep my attention on the positives and hold high expectations for this journey—both for myself and the wider team. The year ahead feels exciting. Of course, there will be challenges. The industry and the world are facing complex times. But rather than seeing these as obstacles, I treat them as motivation.

Let’s talk about “WhatIff?” — your signature concept. How does it apply to innovation and transformation in the retail AV space? 

WhatIff? is all about putting people first and creating more honest communication. It’s about having conversations that might feel awkward but are necessary—too often we avoid those tough discussions because of fear or potential issues. My belief is that hiding those conversations must stop. For example, instead of just talking about the weather or the show, it’s important to really engage with what’s going on in day-to-day work. By fostering open, authentic communication, you can build stronger relationships and drive innovation. I also believe that energy plays a huge role in attracting the right things—when you’re focused on positive, proactive conversations, that’s what you’ll draw towards you. And this mindset can transform the way teams work together, creating a better environment for innovation in retail AV. 

Looking ahead, what trends or shifts in consumer behaviour do you think retail brands need to prepare for now? 

The most important thing for brands right now is to figure out how to stand out in a crowded market. With so much social media activity, everyone seems to be doing the same thing—everyone’s on TikTok or jumping on the next big trend. It’s easy for brands to get lost in all that noise. Retail brands need to find a way to differentiate themselves. I think M-Cube can really help by making brands stand out and look more appealing, even amidst all the clutter in the industry. 

How do you see AI playing a role in the future of retail, and how should it be used to help retailers? 

AI is here to stay, and it’s already deeply embedded in how we approach modern retail experiences. In fact, we were using it even before it became a buzzword—through technologies like facial recognition, which help us understand who’s engaging with content, how long they spend in front of a screen, their age, gender, and which displays they interact with most. These insights are now a vital part of retail AV innovation, allowing brands to communicate more effectively. AI helps refine targeting, ensuring the right messages reach the right people, at the right time—creating smarter, more impactful retail environments.