Returning from the floor at ISE 2026, one thing is crystal clear: the Pro AV industry is reaching a tipping point. For years, our conversations revolved around nits, bezels, and refresh rates. But as I discussed recently with Pete Coleman in the AVIXA TV virtual studio, the "hardware-first" era is officially behind us.

The market especially in the US and EMEA is demanding a shift toward Outcomes and Ecosystems. If we want to move the needle for our clients, we must stop talking about screens and start talking about the "Job to be Done."

1. The Content Orchestration Layer: From Loops to Interaction

We are currently in a state of screen saturation. To break through the noise, the industry must pivot from static content loops to interactive storytelling.

One of the most effective strategies we are seeing is the "Mobile-to-Screen" synergy. By leveraging QR-based on-demand remote controllers, we empower the end-user to drive the experience. This isn't just a gimmick; it’s a data-gathering tool that bridges the gap between physical retail and digital conversion. As AV professionals, our goal is no longer just "visibility" it’s engagement.

2. The Integration Gap: Why "Links" are a Security Liability

In the enterprise space, security is the new baseline. For too long, digital signage has been treated as a "side project" using unprotected links or simple web-viewers.

To gain authority in the IT-converged world, we must adopt Native Integrations. Whether it’s Microsoft 365, Google Workspace, or complex PIM (Product Information Management) systems, the data must flow through secure, encrypted channels. This is why ISO 27001 certification is no longer a "nice-to-have"—it is a fundamental requirement for any platform managing global corporate or retail networks.

3. Scaling Complexity: The Power of Geographical Clustering

Managing a ten-screen deployment is easy. Managing a global rollout of ten thousand screens across different time zones, languages, and demographics is where the real challenge lies.

The solution is Geographical Clustering. By architecting a CMS that allows for granular, hierarchical distribution, we can ensure that local relevance isn't sacrificed for global scale. This approach directly impacts the Total Cost of Ownership (TCO), allowing a lean team to manage a massive infrastructure without operational friction.

The live energy at AVIXA TV was real. I’m pretty sure Pete Coleman was wondering if I’d just invented a new secret acronym when I gave "PIM" a full Italian twist!

While we aim for technical perfection, authenticity builds real trust. Even if I sounded more like Milan than Silicon Valley in the heat of the moment, the vision remains the same: the Pro AV community is fueled by shared passion—local flair included!

Our Shared Mission

The "Job to be Done" for 2026 is to provide our clients with more than just a visual output. We are architects of communication ecosystems. We must provide security, scalability, and, above all, measurable outcomes.

I want to thank the AVIXA TV team Pete Coleman, Mark Metzger, and Carey Haga Johnson for providing a world-class stage to discuss these shifts.