Digital signage may grab the headlines — but the real transformation is happening in Enterprise ProAV, and most of the industry isn’t ready for what comes next.

While everyone chases retail media hype and LED spectacle, the enterprise world is quietly being rebuilt: AI‑driven workflows, meeting‑room automation, standardized global AV estates, cloud‑managed collaboration platforms, new procurement models, and a fresh generation of IT‑native buyers who don’t care about AV tradition.

Enterprise ProAV used to be predictable. Now it’s being disrupted from every angle.

This panel - curated and hosted by the consultants of Blue Touch Paper - cuts straight to the uncomfortable truth: Are AV integrators ready for an IT‑dominated world where software first, hardware last becomes the rule? Can the industry adapt to global standardization, subscription everything, and AI‑automated support? Is the traditional integration model on its last legs as platforms tighten their grip on ecosystems? And what does “beyond digital signage” really look like when AV becomes a data‑rich strategic asset instead of a room‑based technology silo?