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Pro AV news, trends, and expert voices for the AV industry

Pro AV Today, hosted by Ben Thomas, covers the latest developments in professional audio-visual technology, including new products, industry trends, and the people driving change across the AV sector. The show gives AV professionals, integrators, and technology buyers a consistent source of expert-driven news and analysis. Published on MarketScale, it reaches a targeted B2B audience across the professional AV industry.

121 episodesHosted by Ben Thomas
Channel Brief·Pro AV Today · 121 episodes
Updated Jun 22, 2026

AV industry converges with IT, faces urgent talent and infrastructure gaps

Pro AV Today documents how audio-visual systems are merging with IT infrastructure, while the sector battles workforce shortages, scaling challenges, and evolving buyer expectations across healthcare, security, hospitality, and enterprise.

Pro AV Today argues that the long-predicted convergence of AV with IT is no longer theoretical but operationally urgent. The channel repeatedly documents how cloud adoption, hybrid work, and digital infrastructure rebuilding have placed AV squarely on the IT backbone, and how this shift forces AV professionals to adapt to network-centric workflows, security-first thinking, and IT-led procurement decisions.

Drawn from InfoComm 2026 felt different: less specs, more… and 2 more →

“AV integrators risk project delays and margin erosion without a new generation of skilled professionals.”

Talking Recruiting, Retention and Everything in Between for the AV Industry (Episode 10)

By the numbers

72%

AV integrators cite talent shortages as biggest threat to profitability

$422B

Pro AV market projection by 2029

9%

U.S. electricity consumption by data centers by end of decade

26%

U.S. data center inventory growth in 2023

What the channel argues

InsightMajority of newly upgraded conference rooms now require network-centric workflows versus five years ago.→
Data72% of AV integrators cite talent shortages as their biggest challenge to profitability and timelines.→
DataHospital employment dropped by nearly 100,000 between February 2020 and September 2021, creating acute care delivery gaps AV can address.→
DataPro AV market projected to reach $422 billion by 2029, requiring scaled and flexible service delivery models.→
DataHP Dimension with Google Beam offers lifelike 3D conferencing at current price of $25,000, targeting immersive remote work experiences.→
DataData centers expected to consume 9% of U.S. electricity by end of decade, up from 4% in 2023.→

What you'll learn

•AV systems are now decision-making partners in IT infrastructure, not add-ons, shifting how integrators must recruit, train, and position their services.
•Talent shortages rooted in retirements and increased project complexity require expanding recruitment beyond traditional AV circles into IT skill pools and mentorship programs.
•Immersive audio and spatial conferencing technologies are reaching production deployment in entertainment and enterprise, reshaping expectations for remote communication.
•Healthcare, security, and hospitality sectors are actively adopting AV solutions to address staffing gaps, enhance patient/guest experiences, and drive operational efficiency.
•Federal infrastructure spending and data center growth are creating new demand for fiber, rugged field technology, and grid-resilience tools alongside traditional AV markets.

What to do about it

→Audit and upgrade your hiring, training, and mentorship programs to attract IT-fluent talent and retain skilled technicians, as 72% of integrators already report talent as the critical constraint.
→Integrate security, cloud compliance, and network architecture into your AV solution design and sales process, aligning with how IT and compliance leaders now influence or drive purchasing decisions.
→Evaluate immersive conferencing and spatial audio technologies for pilot deployments in healthcare, hospitality, and enterprise settings where ROI is measurable and adoption is accelerating.

Who and what shows up

Kumar Sokka

Security industry leader (referenced as speaker on industry transformation)

Discussed how security companies must balance rapid technological adoption (AI, cloud, big data) with mission values while navigating shifting buyer dynamics where IT, HR, and compliance now influence decisions.

Fredrik Nilsson

Vice President of the Americas at Axis Communications

Discussed how AI advancements, cloud-based security, and new compression standards like AV1 are reshaping security technology deployment and creating new business opportunities.

Maile Keone

Assistive audio specialist

Addressed how innovations like AuraCast and NFC pairing are revolutionizing audio delivery and reception for accessibility in large venues like stadiums and museums.

Questions this channel answers

Q

How is AV converging with IT and what does that mean for integrators?

Cloud adoption and hybrid work have placed AV systems on the IT backbone. AV professionals must now understand network architecture, security, and IT procurement workflows, as IT leaders increasingly influence or control AV decisions alongside traditional buyers.

InfoComm 2026 felt different: less specs, more real prob… →
Q

Why is talent shortage the biggest threat to AV profitability?

72% of AV integrators cite talent shortages driven by retirements, increased project complexity, and rising demand across healthcare, education, and retail. Without skilled professionals, integrators face project delays, margin erosion, and inability to scale.

Using Technology to Elevate Hospitality →
Q

How can AV integrators scale operations efficiently amid labor constraints?

Strategic rebrand, flexible service models, remote support delivery, CTS-certified training programs, and partnerships like LinkLab enable integrators to expand reach without proportional local hiring, supporting growth projected to $422 billion by 2029.

Talking Recruiting, Retention and Everything in Between … →
Q

What role does AV play in healthcare delivery and staff retention?

Remote monitoring, integrated communication platforms, and streamlined workflows help care teams manage workflow gaps created by workforce shortages. Near one-third of healthcare professionals considered leaving during the pandemic, making AV-enabled efficiency critical to retention.

Lifelike and Headset-Free: HP’s New Spatial Conferencing… →
Q

Are immersive conferencing technologies ready for enterprise deployment?

Yes. HP Dimension with Google Beam demonstrated lifelike 3D conferencing at $25,000 at InfoComm 2025. Immersive spatial experiences that closely mimic face-to-face interaction are poised to enhance trust and communication in hybrid work settings.

From Kansas to Vegas: Immersive Audio Technology at The … →
Topics:AV-IT convergence and network infrastructureTalent recruitment and retention in AVHealthcare and security technology integrationImmersive conferencing and spatial audioData center and fiber infrastructure expansion
Themes:AV-IT convergence reshapes skills, sales, and system designWorkforce shortages and scaling pressures define competitive advantageImmersive and AI-driven experiences redefine user expectations and ROI

Industry context

Pro AV technology is converging with broadcast and enterprise network infrastructure, creating new operational and security considerations as systems become increasingly connected across organizational environments.