As the pro AV industry reflects on the year 2025, it’s clear that this has been a period of both growth and transformation. To gain deeper insights into the trends, challenges and opportunities that have shaped the industry, Commercial Integrator turned to Alan C. Brawn, a respected thought leader and #AVLivingLegends.
In this Q&A, Brawn shares his candid reflections on the state of the pro AV market, highlighting the evolving dynamics between integrators and end users, the shifting focus from products to processes and people, and the need for introspection and adaptation in a rapidly changing landscape. His insights offer a valuable lens through which to understand the year’s most significant developments and what they mean for the future of pro AV.
Commercial Integrator: What kind of year has 2025 been for the pro AV industry?
Alan C. Brawn: The year has seen industry wide growth although slower than previous years due to a variety of factors too numerous to mention here but for many it has been a confusing year in the sense of trying to find a new “footing.” What has previously worked does not seem to work as well as it once did. The old adage of “wash, rinse, and repeat” is no longer effective. Introspection is the word of the day and reviewing (thanks to Simon Sinek) and agreeing on the “why” and “what” are (or should be) top of mind followed by a newly informed “how.”
CI: What has been the most surprising development in the pro AV industry this year?
Brawn: The realization and acceptance that end users are better informed and in the driver’s seat. Parity and commoditization are real, and we can no longer rely on “speeds and feeds” as differentiators. The new reality is the creation of the end user experience from their perspective as the starting point and then using technologies to create that experience and not vice versa.
CI: What has been the most important change we’ve seen this year in pro AV?
Brawn: The growing understanding that what we have done in the past does not work as well as it once did. The holy grail is differentiation and today it is no longer based on products. True differentiation comes from the process and people building trust and creating relationships and representing a company that is “easy” to work with and responsive to end user’s needs. It is the process and people that increasingly defines why people buy from a given integrator today.
Stay tuned with Commercial Integrator as we gather year-end insights and reflections from the brightest minds in the industry. If you’d like to be featured contact our editorial team.
