The big takeaway from embedded world North America
With the first embedded world in North America finishing up, IAR's own Shawn Prestridge shares his thoughts.
Having attended Embedded World in Germany several times, I was curious to see how the North American edition would measure up. Although smaller in scale, I can confidently say it exceeded expectations. The inaugural event in Austin provided an outstanding opportunity to dive into the future of embedded systems and connect with new and familiar faces in the industry. Keynotes from Silicon Labs and the Linux Foundation set the stage, tackling major technological shifts like generative AI and post-quantum encryption, setting an exciting tone for innovation throughout the event. As you can imagine, there was a lot of buzz around open-source projects like Zephyr.
IAR collaborated with partners on various embedded systems topics. STMicroelectronics focused on safety and security integration, while NXP presented tools like the MCUXpresso SDK for development acceleration. Edge Impulse showcased deploying AI at the edge, and Analog Devices highlighted IoT optimization with mixed Arm/RISC-V architectures. PX5 RTOS demonstrated real-time performance with IAR Embedded Workbench, and Jacob Beningo hosted a session on developing embedded software with robust workflows and best practices.
The IAR booth was bustling with activity, and I was thrilled by the turnout. The crowd was eager to discuss functional safety and security, especially in automotive and MedTech contexts. It is exciting to see so many developers interested in integrating these practices to simplify compliance without compromising efficiency.
Our booth also showcased a preview of the Zephyr RTOS awareness demo for selected customers and partners. This demo highlighted the powerful IAR debugger, which allows developers to delve into the RTOS kernel and gain complete control over their applications. Attendees saw firsthand how the debugger provides deep insights into kernel-level operations, empowering developers to manage tasks, threads, and system performance with precision.
Functional safety is essential across many industries. However, it became apparent during the event that it emerged as a must-have across all verticals, with IAR’s expertise recognized as a critical asset. Meeting these evolving standards is essential, especially as safety and security become more intertwined. I also noticed that nearly every developer we spoke with is using VS Code or is planning to do so. As we continue enhancing support for VS Code, I feel like we’re right on track with what developers need to tackle modern workflows.
Another area on everyone's mind was AI and machine learning. Edge Impulse was at the center of this buzz, with whom we’re very proud to partner. Their tools redefine what's possible by enabling powerful, localized processing at the edge. Many attendees expressed interest in potential collaborations, exploring ways to use AI for predictive maintenance and real-time decision-making.
Embedded security was a frequent topic; you could sense the need for more straightforward implementations. The response to my technical conference session on “DevSecOps Excellence in Embedded Systems: Simplified FuSa, Security Checks, and Best Practices” underscored how modern tools like the solution from IAR can simplify security integration, making it accessible to teams and ease regulatory burdens. The 100+ attendees had plenty of questions, keeping me busy afterward at the IAR booth.
Overall, Embedded World North America was a fantastic chance to engage with the embedded community, share insights, and strengthen partnerships. This event clearly underscored the importance of topics like functional safety, VS Code, AI, and embedded security, poised to shape the embedded industry’s future. We’re excited to be part of this journey, helping our customers and partners navigate these trends and build secure, efficient, and sustainable embedded systems.
If you missed the event, stay tuned! My team is recording sessions from Embedded World North America, so you'll soon have the chance to review some of them. Keep an eye out for updates!
Shawn Prestridge has served as an IAR Senior Field Applications Engineer since 2008 and has become integral to helping customers and partners maximize their development potential by showing them how to use IAR’s leading development tools effectively. He is also part of advisory boards and committees for several embedded conferences and events.
Shawn's research interests are primarily focused on Cryptology, and he specializes in large number theory, Quantum Cryptography, Elliptic Curve Cryptography, Number Field Sieve Computing, and Communication Encryption. Shawn holds multiple degrees, including a PhD in Electrical Engineering. His extensive technical knowledge and experience make him a key asset in leading the US technical sales team and enhancing customer relationships.