As the dust settles on another epic Integrated Systems Europe (ISE), one thing is clear: the AV industry is in a period of rapid evolution. From the convergence of AV and broadcast to a renewed emphasis on user-friendly collaboration in tech, this year’s show was packed with insights and innovations.
Here’s what the comms pros on the show floor told us about the trends and opportunities shaping the industry right now:
1. AV & broadcast: a match made in tech heaven
The line between AV and broadcast tech is blurrier than ever, and this year’s ISE put that transition front and centre. As Gina Georgallis Ioakim, EMEA Marketing Manager at AJA Video Systems, put it:
“I have been coming to ISE for 12 years, and the biggest trend in 2025 was unmistakable: the convergence of AV and Broadcast tech. Beyond this growing overlap of the two technologies, there’s also been a strong interest in tailored innovation at the show this year with attendees asking, ‘What can I do?’, underscoring the enthusiasm for sharing knowledge and the convergence of ideas and technology.”
Chris Black, Chief Marketing Officer at Vizrt, adds:
“This year’s show underscores a major industry shift from individual products to comprehensive, solution-driven systems. ISE 2025 highlighted the growing importance of automation and convergence, especially in video over IP. We’re exploring integrated tech stacks that not only simplify complex processes but also make advanced AV solutions more accessible and cost-effective for our customers.”
This marks a fundamental shift in how AV companies need to position themselves, and businesses that can clearly communicate the benefits of seamless, future-proof solutions will win the messaging game. Storytelling that emphasises efficiency, automation, and tangible business benefits is the way forward.
2. Seamless collaboration: The era of ‘turn on and go’
Ease of use was a hot topic this year, with brands striving to make technology as frictionless as possible. Claire Barrett, Global Marketing Manager at Shure, summed up this movement perfectly:
“Shows like ISE are all about bringing people together. That exchange of ideas is invaluable. It gives us a chance to talk about how our new solutions are shaping collaborative environments. For me, this is an exciting time, especially as the UC industry is becoming more accessible and easier for end users, IT managers, and Integrators alike. Our team’s goal for this show was to showcase just how easy it is with zero-touch provisioning, to make collaboration technology invisible. If my mum can work it out, then so can I! The idea of ‘connect, turn on and go’ simplicity, is trend that we’ll see more of this year, for sure.”
This is a clear call-to-action for AV brands: usability should be at the forefront of messaging. If you can position your solutions as intuitive, hassle-free and built for real-world users, you’ll be speaking the language of today’s buyers.
3. Personalisation & AI in digital signage
AI was of course prolific at this year’s ISE, and Harry Dargavel, Head of Creative at NowSignage, shared a brilliant perspective on this:
“Although AI tools are everywhere, the real opportunity in the AV industry lies in moving beyond generic data to create targeted, engaging campaigns. This shift toward increased personalisation is transforming advertising strategies, making signage solutions more relevant and impactful for consumers.”
For marketing pros in AV, this is a goldmine. The ability to harness AI for hyper-relevant, tailored experiences will be key to cutting through the noise and delivering meaningful engagement.
4. Bridging the old and new: tech that stands the test of time
ISE is known for showcasing the future, but NowSignage made a splash by driving in a classic Mini Cooper for their booth, a clever nod to timeless tech. As Harry put it:
“While the show is filled with futuristic concepts, it’s equally important to honour technologies that have stood the test of time, much like the Mini itself.”
This is a great reminder that while innovation is essential, legacy technology and trusted solutions still have their place. For AV communicators, it’s about balancing future-forward messaging with a recognition of tried-and-tested reliability.
5. The connectivity revolution
Seamless connectivity is no longer a nice-to-have; it’s an expectation. Andy Bellamy, Technical Director at AJA, highlighted how this is playing out in AV:
“ISE 2025 has really been about redefining the approach to AV by pushing us to blend time-tested reliability with cutting-edge digital solutions. For us, we have an enhanced focus on evolving our offerings towards integrating live feeds into conference centres as part of our IP strategy. The trend at this year’s show toward fully embracing the AV sector is a promising transition, which not only meets the industry’s growing demand for seamless connectivity but also reinforces our own commitment to delivering high-quality, future-proof solutions.”
AV professionals who can articulate the benefits of integrated, always-on connectivity will be ahead of the curve.
Final thoughts
ISE 2025 reinforced what we already knew: AV is evolving fast, and the opportunities for comms pros in this space are clear. Whether it’s championing the AV-broadcast convergence, doubling down on seamless user experiences or embracing AI-driven personalisation, the brands that tell these stories effectively will stand out.
The AV world is changing. The question is: how will you shape the narrative?
