Page 110 - 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 20…
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 expan

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.”

Once again co-located with long-running show CABSAT, Integrate ME 2024 further amplified its

impact and global standing by showcasing state-of-the-art Pro AV technology solutions such as
digital signage, command and control room models, and innovations for entertainment, live

events and smart buildings.

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