Page 18 - Integrate ME PR REPORT - MAY 2024

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.”

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.

Domien De Witte, VP Product at Barco, commented, “Integrate Middle East 2024 holds

particular significance for our Entertainment division, as we unveil a triple product launch that