Zetronix builds reliable security cameras by owning design and testing
Edward Shklovsky is founder and CEO of Zetronix, a consumer security hardware company he started in 2006. He works directly with engineers and manufacturers overseas so Zetronix controls product design, testing and quality – a hands-on approach that keeps prices accessible while avoiding the common failures of off-the-shelf imports.
Use AI where it helps scale routine work and surface patterns, but keep customer-facing judgment human. Zetronix uses AI to analyse feedback and spot problems, while relying on people to write messaging, make product decisions and build trust; in this market reliability beats chasing every trend.
What’s the quick origin story of your business, and what makes what you do genuinely different from the other options your customers are looking at?
I started Zetronix in 2006 after noticing a major gap in the consumer security market. Many surveillance products coming into the U.S. were affordable but lacked the quality, reliability, and support that customers expected. I saw an opportunity to work directly with engineers and manufacturers overseas, rather than simply importing off-the-shelf products, so we could control the design, testing, and quality from the beginning.
What makes Zetronix different is our hands-on approach to product development. We don’t just put our name on existing devices, we work closely on the details that matter, from image quality and battery performance to ease of use. Our goal has always been to provide reliable security technology at accessible prices while maintaining the quality standards customers expect.
Where does most of your new business come from today, and where do you wish it came from?
Today, most of our new business comes from organic search, direct website traffic, repeat customers, and referrals from people who have used our products and trust the Zetronix brand. In the security technology space, customers often do a lot of research before making a purchase, so providing clear product information, real-world examples, and strong customer support has been important in building credibility.
Looking ahead, I’d like to see more growth come through partnerships with businesses, security professionals, and organizations that need reliable technology solutions. Expanding those relationships would allow us to reach more customers who can benefit from our products while continuing to build long-term trust in the brand.
What’s one thing you’ve actually handed over to AI in the last year, and one thing you tried it on and went back to doing the human way?
One thing I’ve handed over to AI in the last year is helping us analyze customer feedback and organize common questions from reviews, support conversations, and product inquiries. It helps us quickly identify patterns and understand where customers may need clearer instructions or better product information.
One thing I tried using AI for but went back to handling the human way was creating customer-facing messaging. AI can help with drafts and ideas, but when it comes to explaining our products and connecting with customers, the human perspective matters. Our customers are making decisions about security, so they want clarity, trust, and real understanding, not just polished words. I’ve found AI works best as a tool that supports our team, not a replacement for the experience and judgment that come from years of working directly with customers.
Have you noticed a change in how customers find you or what they already know before they reach out? Is anyone arriving through AI assistants like ChatGPT yet?
Yes, we’ve noticed a shift in how customers discover Zetronix. People are doing more research before reaching out, and many arrive with a much better understanding of the products, features, and alternatives they are considering. They’re not just asking general questions, they often come in comparing specific solutions and looking for confirmation before making a decision.
We are also starting to see more awareness driven by AI tools and online research assistants. While it’s still an evolving channel, customers are increasingly using platforms like Claude to explore product options, compare technologies, and learn about security solutions. This makes it even more important for businesses to provide accurate information, answer real customer questions, and build a trustworthy digital presence across multiple channels.
If you were advising someone in your industry on all of this for the next 12 months, what would you tell them to actually do, and what would you tell them to ignore?
If I were advising someone in the security technology industry for the next 12 months, I would tell them to focus on building trust, improving the customer experience, and understanding real user needs. Technology is changing quickly, but customers still choose companies they believe will deliver reliable products and support them after the purchase. I would invest time in creating helpful content, listening to customer feedback, and improving product quality rather than simply adding features for the sake of innovation.
I would also tell them to ignore the pressure to chase every new trend. Not every technology or marketing channel will create value for customers. The companies that succeed will be the ones that stay focused on solving real problems, maintaining strong relationships, and delivering products that work consistently. In the long run, reliability and trust will always matter more than short-term hype.
Thank you to Edward Shklovsky and the team at Zetronix for sharing what actually worked with Leaders Perception readers.
Want to share your playbook?
Leaders Perception publishes founder and operator interviews every week. A few questions, about five minutes, no calls. It is free and everyone we accept gets published.