madVR Labs has launched madAssist, a patent-pending AI Product Expert platform designed to support users, dealers, integrators and manufacturers working with complex AV products.
The platform is launching first with support for the madVR Envy video processor and is also being made available to other AV manufacturers.
madVR Labs describes madAssist as an AI product expert that can answer technical questions, guide users through setup and troubleshooting processes and, when integrated with a supported product, analyse and configure systems directly.
The company said the platform was developed after it was unable to find an existing AI bot or general-purpose platform capable of acting as a controlled expert for complex technical products.
Each madAssist deployment can be built around a manufacturer’s own products, terminology, support procedures, workflows and business rules. Manufacturers can also control branding, voice, key messaging and behaviour, while using tools to build and refine product knowledge.
Richard Litofsky, co-founder and CEO of madVR Labs, said: “No human team can be available to every customer and dealer across every time zone, every minute of every day. madAssist extends their knowledge and reach so people can get expert help on their own timeline.”
For Envy users, madAssist is designed to provide 24/7 product support covering everyday questions, feature explanations, system-specific recommendations, setup guidance and advanced troubleshooting.
The platform can take account of the display, AV sources, AVR, system integration and viewing preferences, including whether the user favours a purist presentation or a more enhanced image.
madAssist also integrates with Envy Commander, madVR Labs’ upcoming web-based interface for controlling and configuring the Envy. The integration is currently operational for authorised participants in Commander’s private beta.
Through natural conversation, madAssist can securely connect to an authorised Envy, analyse and explain current settings, identify potential issues, recommend and apply changes with permission, switch profiles, report firmware status and download a backup of the complete configuration.
Julian Scott, cinema specialist at Habitech, the exclusive distributor for madVR Envy in the UK, said: “I can see madAssist saving dealers and support teams tremendous time while helping them deliver an outstanding customer experience.”
Direct analysis and control capabilities are currently available to customers and dealers taking part in the Commander private beta and will become more widely available as Commander rolls out over the coming months.
madVR Labs said a future update will allow madAssist to ask customers about their equipment and viewing preferences and, with permission, perform a complete expert-level Envy setup tailored to the system.
The company is also offering madAssist to AV manufacturers with complex products, including the option to create branded deployments and, where suitable APIs or control platforms are available, enable product analysis, configuration and authorised actions.
madAssist will be demonstrated at CEDIA Expo 2026 from 2 to 4 September at the Colorado Convention Center in Denver, on madVR Labs booth 2047.
The company will also demonstrate Dynamic Subtitle Overlay, MotionAI, HDR Dynamic Tone Mapping, AI-powered image enhancement, instant aspect-ratio management and the Envy Core video processor.