The past year saw significant developments in audiovisual (AV) technology across multiple markets. From entertainment and retail to corporate, education and healthcare, the experiences now made possible with AV are transforming how we engage, collaborate, communicate and connect with others around us, whether at a live event or in a meeting room.
This shift towards experience-driven interactions is a key trend impacting the AV industry. No matter the sector, delivering more meaningful and impactful experiences is the focal point of AV technology developments.
Here are some AV technology trends we’ve spotted!
The role of immersive technologies
With audiences seeking more memorable and emotionally resonant experiences, 2024 has already seen more brands adapt seemingly traditional technologies in inventive ways that allow them to deliver fewer passive experiences and more participatory and personalised ones. In 2025, the experience economy will continue to be a key area of growth as businesses adapt to suit experiential demand. Immersive technology, including virtual reality (VR) and augmented reality (AR) and holographic technology will further revolutionise how we engage and interact.
Outside of entertainment and gaming, VR is being used to enhance applications like training and collaboration in a hybrid working, making virtual meetings more engaging and collaborative. Similarly, AR is bringing education to life by integrating technology as an additional layer to existing installations or museums. In retail, it’s transforming the shopping experience and allowing customers to interact with products in new ways, such as in-store try-ons of makeup or clothes, helping to bridge the gap between online and in-store shopping seamlessly.
Holographic displays are already being used in live events to allow audiences to experience music performances and are gaining traction in corporate, education and healthcare sectors to make an impact, such as improving surgery performance using 3D mapping.
VR, AR and holograms are key technologies enabling experiences to be enhanced by improving user engagement across multiple sectors.
The shift to an experiential focus
There is a stand-out shift in how AV technology developments now have a renewed focus on delivering more meaningful and impactful experiences across various sectors, which is driven by generational experience demands and expectations.
In healthcare, AV solutions are being used to enhance communication and accessibility, such as digital signage to guide patients through hospitals and advanced audio systems to ensure clear communication in busy environments like operating rooms or large lecture halls for medical training.
Corporate environments leverage AV technology to improve workplace efficiency and engagement. High-quality video conferencing systems and collaborative tools are enabling hybrid teams to connect seamlessly, while large-scale display screens in boardrooms help to deliver more impactful presentations and discussions.
In education, interactive whiteboards and projection systems modernise the classroom, making lessons more engaging and easier to follow. Lecture capture systems are also enabling students to revisit key concepts at their own pace, ensuring no one is left behind.
The impact of intelligent tech on user engagement
Immersive technology has become commonplace throughout 2024. 2025 will see these experiences become more personalised and increasingly sophisticated. Artificial intelligence (AI) and machine learning (ML) are key to this. The continued development and integration of these technologies within AV solutions ensure that users and customers are more engaged with the experiences brands are offering.
In the retail sector, AI can be used for targeted digital signage advertisements, personalisation of content for users based on their preferences and real-time insights. AV systems that use ML algorithms for data analysis means retailers can evaluate content effectiveness and consumer behaviour more accurately to influence purchasing decisions.
In the corporate and education sectors, AI-driven intelligent room systems allow organisations to turn meeting rooms or lecture halls into highly intuitive spaces. PTZ cameras, for example, use visual AI to automatically track and frame an individual in a room during a virtual meeting enhancing the experience for employees and students alike. The growing trend toward intuitive and personalised experiences will drive further demand for advanced AV solutions to meet individual preferences.
5G and its impact on immersive experiences
Another major trend that will contribute to the growth of the experience sector in AV is the rollout of 5G technology. Its high speeds and ultra-low latency offerings improve the performance of AV systems.
Better connectivity positively impacts user experiences across a range of settings. For example, audiences can experience immersive VR entertainment or real-time video streaming without lag. In retail, where digital signage is vital to branding and communication, retailers are empowered to remotely control all content from one central location.
The importance of visual communication
ISE 2024 was proof to the evolving role of visual communication in the AV industry. The show was filled with large-scale ultra-high-resolution displays, transparent displays blurring digital and real-world elements and touch-free technology that can benefit sectors like healthcare, where cleanliness and convenience are prioritised. Other highlights included advances in spatial audio, immersive technologies, interactive digital signage and remote management systems, seemingly designed with the new era of knowledge-workers in mind. All these developments were marked by an enhanced level of interactivity and dynamism that clearly fostered deeper experiences for all.
Takeaways
As AV continues to merge with other sectors, technologies are becoming less confined to specific markets and are finding new uses. The growth of the experience economy will fuel advancements in technology focused on improving user engagement. These developments will also influence other sectors as it continues to find new ways to immerse and interact with audiences. For 2025 and beyond, the focus isn’t just on shared experiences but on how businesses can integrate the right technologies to meet individual needs.
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