Source: blooloop

Integrated Systems Europe (ISE), the world’s largest AV and systems integration show, took place in Barcelona at the Fira Barcelona, Gran Vía from 4 to 7 February 2025. The event welcomed 85,351 unique visitors from 168 countries and filled the vast conference venue with 1,605 stands, an extended content programme, and new areas for both esports and drones & robotics.

This year’s event highlighted industry megatrends, including AI, audio, cybersecurity, retail, and sustainability. With a 20% larger show floor, advanced technologies were exhibited across all eight of the Fira’s halls. Exhibits celebrated the innovation and creativity of the AV and integration community.

“ISE 2025 has surpassed all expectations, setting new milestones in both attendance and innovation,” said Mike Blackman, managing director of Integrated Systems Events.

Keynotes at ISE 2025

AI is Eating the World: Why the AI Revolution is Good for Business

The opening keynote, AI is Eating the World: Why the AI Revolution is Good for Business, was presented by Brian Solis, head of global innovation at cloud-based platform ServiceNow. Solis is a renowned leader in AI integration, digital analyst, and author. He shared his insights on how AI can advance the pro AV and systems integration industry.

“There is no playbook for how to integrate AI in our work,” said Solis. “Which makes it difficult, but also special.”

Arguing for a disruptive approach to AI, Solis shared how the technology can help us to think outside of the box and “unlock the unknown”, going beyond iterative approaches to discover game-changing use cases.

“This is quite literally a ctrl-alt-delete moment,” he said. “That means you have to imagine how to reboot yourself.”

We can shape this, he said, by asking, ‘What would AI do?’ (#WWAID) and using exploratory promoting around the organisation’s key issues to discover new ways of working.

“When AI starts to become magical is where you expect the unexpected,” he said. “Where you do not know what is on the other side of your prompt. And you keep prompting until you come up with something magical.”

Future Panel Discussion – Visions of Tomorrow followed the keynote. In this session, Solis was joined by Quayola, digital artist and creative keynote speaker, Sarah Cox, founder and MD of Neutral Human, and Fardad Zabetian, co-founder & CEO of KUDO, in a discussion hosted by Josephine Watson, managing editor of TechRadar.

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