Page 105 - Integrate ME PR REPORT - MAY 2024

5/23/24, 11:53 AM AI advancements and integration driving Pro AV industry up for discussion at IME Summit on day two of Integrate Middle East 2024

Discussions on how AI integration is transforming the Pro AV world addressed topics including ‘The Role
of AI in Music Production,’ ‘The Integration of AI and Hybrid Pro AV into Immersive Storytelling,’ ‘Data Art,
AI, and the Future of Experiential Visual Content,’ and ‘The Future of AI in Workplace Design and Built

Environment.’

Thought leaders and industry experts reflected on the widespread growth of AI in the Pro AV space and
current industry trends that have seen the technology makes a transformational impact on every
workflow, process, and business.

Interspersed with live musical performances, the Summit featured panel discussions, key notes and fireside
chats, with sessions such as ‘The Art and Science of Projector Mapping,’ ‘The Future of

Workplace Design,’ ‘Leveraging Audio Technology,’ ‘Signage for Smart Cities,’ ‘The Power of Digital Out-
of-Home (OOH) in the Modern Marketing Mix,’ and ‘Safe Rigging Methods and Installations in the
Entertainment Sector.’

Pierre Carnet, Managing Director of MassiveMusic, moderated a panel discussion titled ‘The Role of

AI in Music Production for Entertainment’ featuring speakers including Onur Aydin, Senior Business
Development Manager of Warner Music MENA, Alex Mubert, CEO of Mubert, and Charles El
Soueidi, Co-Founder and Managing Partner of MORE, UAE. The insightful conversation delved into
the potential of AI in the development of generative music field and its implications on creators and

brands. It also shed light on the possibilities of leveraging generative music as a key tool for
strengthening brand reputation and efficient communication.

Diving into the heart of innovation, the summit fostered enriching dialogues and partnerships and
spotlighted lucrative prospects for advancement across the MENA region. With insights from Data
Bridge Market Research*, projections unveil a compelling narrative: the Middle East Pro AV market is

poised to surge at a remarkable compound annual growth rate (CAGR) of 6.9%, soaring from USD
13,432.93 million in 2022 to USD 22,705.90 million by 2030. This forecast underscores a profound
opportunity for exponential market expansion.

Mark Peterson, Senior Principal - Shen Milsom & Wilke, said: “The IME Summit provided an

incredible chance to learn more about the revolutionary potential of Pro AV in the Middle East Market.
This was a great opportunity for me to present and discuss the potential of AI to transform not just our
workspaces, but also the way we interact, innovate and remain ahead of the curve.

“As we stand at the verge of a new era in workplaces, our latest generation of design tools prove to be

key facilitators of this transition by seamlessly integrating audiovisual requirements into BIM 360
modelling, ensuring accuracy and efficiency. With AI driving the change, we aim to offering guiding and
innovative solutions to make the places we work, play and live not just functional but dynamic, safe and
inviting, while looking ahead to the future.”

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