Rebecca Miles speaks to Annabel Zammit, European B2B PR Manager at Sony Professional
ISE 2025 in Barcelona is just around the corner, and for those of us in b2b PR and marketing, the event is more than a tech showcase, it’s where the future of innovation meets storytelling.
As we prepare to hit the show floor we caught up with Annabel Zammit, European B2B PR Manager at Sony Professional, who will be at the show for her 5th year! Here are the trends and technologies we’re keeping an eye on, and Annabel’s expert-insider take:
1. The AI evolution
From smart collaboration tools to AI-driven content production, artificial intelligence is expected to dominate the conversation. We’re eager to see how brands are leveraging AI to not only enhance product performance but also transform user experiences in sectors like education, healthcare, and corporate AV.
2. Sustainability as a standard
With businesses doubling down on green credentials, we anticipate a wave of eco-conscious innovations. From energy-efficient displays to products made with recycled materials, companies will be showcasing their sustainability narratives, an opportunity for PR professionals to highlight these green initiatives in a way that resonates globally.
“Corporate AV is being asked to deliver tools that not only facilitate seamless collaboration, but that also align with businesses’ increasing focus on reducing carbon footprint and energy efficiency,” explains Annabel. “A piece of industry research our team conducted recently highlighted the impact sustainability is having on AV purchasing decisions, and for me, the role of PR is to amplify this kind of pivotal insight, helping brands connect their innovations to the values driving decisions today.”
3. Immersive experiences
AR, VR, and XR are poised to take centre stage, with technologies that blur the boundaries between physical and digital worlds. These tools open exciting storytelling opportunities, allowing brands to engage audiences in more experiential and memorable ways.
“In Retail, we know this trend towards the experiential is a huge hit for Gen Z audiences, and it’s exciting to be at the forefront of consumer focuses shifting,” says Annabel. “Balancing this with other priorities like cost of living and eco-consciousness is paramount for any comms strategy aimed at the modern consumer.”
4. Hybrid and remote collaboration
As businesses refine hybrid working models, we expect to see advanced conferencing solutions, enhanced room automation, and platforms that prioritise inclusivity and seamless connectivity. The PR challenge? Turning technical innovations into compelling stories for broader audiences.
“Education, too, is evolving, with hybrid learning pushing institutions to rethink how they use AV tools,” adds Annabel. “It’s a story that goes beyond the product features, it’s about highlighting the broader societal value AV technology can deliver, from interactive digital signage to solutions for lecture capture and remote learning.”
5. The rise of ProAV superstars
Beyond the tech itself, we’re looking forward to uncovering stories about the people behind the innovation; engineers, designers, and product developers driving the industry forward. For a PR agency, these human narratives can make even the most complex technologies relatable.
Final thoughts
Annabel: “ISE 2025 is a vital moment for the AV industry to showcase how sustainability and tech advances like AI, are reshaping corporate, retail, and education spaces. As an external communications professional, the challenge, and opportunity, lies in crafting narratives that bridge innovation with real-world impact. It’s no longer enough to focus on cutting-edge tech; organisations want to see how these solutions align with sustainability goals and meet the needs of hybrid working, digital signage and learning environments.”
The Lorries: ISE 2025 is more than an exhibition, it’s a melting pot of ideas, tech, and trends that will shape how we communicate about b2b innovation. For us, it’s a chance to connect with clients, discover fresh angles for storytelling, and experience first-hand the technologies that will shape tomorrow’s campaigns.
Stay tuned for updates live from Barcelona as we dive into the action and bring you the stories behind the screens!
Need help promoting your brand at ISE and beyond? We’ve rounded up some key tip and tricks!
