When Screens Watch Back: What AV Manufacturers Must Get Right About AI‑Enabled Digital Signage
I talk to CIOs and CTOs every week who are caught in the same dilemma. They know their workplace technology needs to evolve, but the pace of innovation has them caught in a loop. Every few months, there’s a new platform feature, a new AI capability, or a new piece of hardware that promises to redefine collaboration. The result is that many leaders are waiting for the next big thing to arrive before they make their next move. I get it. Technology leaders are under more pressure than ever to modernize fast, spend wisely, and still keep systems stable while everything around them changes. The fear of making the wrong move can be just as strong as the fear of falling behind.
After 23 years in the industry, I’ve learned that the next big thing will always be three to six months away. If you’re waiting for perfect, you’ll never get started, and the gap between where you are and where you want to be will only get wider.
Instead of thinking of the workplace as a destination you can “finish,” think of it like a game of fetch: throw the ball a little farther each time, celebrate when you catch it, and then throw again. That’s how you make steady progress without overthinking what’s ahead.
I see too many organizations passing up good solutions because they’re waiting for great ones. By the time they’re ready to act, the opportunity has shifted, and the market has moved on.
In today’s environment, momentum matters more than perfection.
The best approach is to anchor your decisions in a clear, long-term vision for how you want your workplace to support culture, innovation, and growth, while staying flexible enough to score short-term wins along the way.
The organizations making real progress aren’t the ones chasing every new feature. They are the ones whose technology leaders treat modernization as a leadership practice. It is about building confidence across the business, showing steady progress that earns trust and creates momentum for what comes next.
When you agree on what “good” looks like at each stage, you create a path for progress that everyone can see and celebrate. Those milestones build confidence, especially when the next investment conversation comes around.
The old mindset of “rip and replace” doesn’t fit the reality of today’s workplace. Technology cycles used to span a decade or more, but now it’s continuous. Ripping everything out and starting over isn’t just expensive, it’s usually unnecessary.
A steady, measured approach does something else too. It builds credibility. When you can show that each investment leads to adoption and measurable improvement, you are not just modernizing systems; you are building trust across your organization. That trust gives technology leaders the influence to guide the next wave of change.
When leaders tell me they want to replace everything, my first question is always: what’s actually broken? More often than not, they can’t name it.
That uncertainty leads to wasted money and lost time. Instead, focus on evolution. Modernize incrementally, add new capabilities where they matter most, and design systems that can interoperate and grow over time.
Fear of getting it wrong keeps too many organizations standing still. The truth is that the future will always move faster than we can plan for. The leaders who win are the ones who keep moving, one intentional step at a time.
That’s the mindset we help our clients build at FORTÉ. To evolve their workplace technology with purpose instead of waiting for perfection.
We’re not satisfied with the status quo, nor are our customers. Our goal is to move beyond where AV integrators have traditionally lived – focusing more on outcomes and moving your businesses forward.
For customers across industries and geographies, FORTÉ delivers next-generation visual collaboration solutions built with a people-first approach.
The employee-owners of FORTÉ leverage unrivaled technical experience, talent, and commitment in delivering customized AV solutions that empower you to seize opportunities and imagine new possibilities.
Founded in 1974 by Joe Stoebner, FORTÉ has grown from one office location in North Dakota to 42 locations in the United States and four locations in Europe. FORTÉ is also the only employee-owned communications and collaboration company with more than 1,500 employees as of August 2025. The company serves customers in all 50 states and, as the Regional Business Unit of GPA, FORTÉ assists multinational enterprises, providing design, delivery and installation services in 170 cities around the world.
FORTÉ's unique approach with its customers includes providing subject matter expertise in enterprise audiovisual solutions, unified collaboration solutions, Microsoft services, digital media, mission critical solutions, and broadcast solutions. In addition, FORTÉ delivers a complete suite of managed services to ensure every solution remains up-to-date and functioning as it should.
In 2024, FORTÉ announced the addition of its Velocity Logisitics Center in Dallas, Texas. This center enables FORTÉ to develop and deploy pre-engineered meeting room solutions anywhere in the United States within days, not months. An industry first!
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