This fact augers a change in the approach to AI. Like many other sectors, Pro AV participated in hyping the technology, while touting the big bang view. The danger in this approach is that end users are both primed to receive major benefits from AI, while also being set up for disappointment as the hype inevitably false short of reality. Instead, a realistic assessment of AI is warranted. It is continuously evolving, and as it does so, it provides new benefits for Pro AV solutions. Focusing on the tangible benefits and incremental evolution will go a long way to impressing users, rather than disappointing them.

AVIXA studies of AI in the Pro AV workplace have found significant advancement in adoption, while also surfacing increased perception of its benefits since generative AI came onto the scene. Nearly 65% of Pro AV users surveyed in AVIXA’s Business Index poll said they use AI at work.

What kind of benefits are expected? The answer highlights the influence of generative AI, as the chief benefit expected over the next five years is content creation. In general AI is expected to be a useful tool within the business that may provide some cost savings.

Focusing specifically on generative AI, Pro AV has yet to widely adopt the tools. For example in AVIXA’s Pro AV Channel Employment Report (CER), based on a survey of 5,000 industry participants in AV companies or who have AV as part of their responsibilities, while generative AI tools have started to demonstrate their value in business and technical AV work, they are not widely adopted by AV professionals in the United States. Among those who do use them, some apply them to business work, such as writing, presentation preparation, or research analysis. For technical AV work, which includes design, coding, and problem solving, adoption remains limited. Many new tools were introduced in the last two years and are developing rapidly, many people find it difficult to fully embrace the technology at work. Among those who do, generative AI tools are used for business-related projects instead of technical AV work, likely due to the lack of industry standards and implementation frameworks.

Returning to the theme of AI is already here, the survey data indicates gradual adoption and integration with work is underway for AI. The hype-cycle appears to be subsiding. What’s a supplier to do? We recommend focusing on the use cases where AI can be shown to provide tangible value. This approach helps educate the users and will allow for improved adoption as technology evolves. AI is limited only by the creativity of its application. We are in the early days when AI is slowly being adapted to Pro AV use cases.