German AV Sector Faces AI Shift and Price Pressure, Calls for New Strategies

The professional AV (ProAV) industry in Germany is undergoing a rapid transformation. Falling hardware margins, the convergence of AV with IT, and new competitors are squeezing profit margins, while artificial intelligence (AI) is emerging as a major innovation driver.

Industry experts stress that companies must first establish clear internal processes and responsibilities before leveraging AI, which can accelerate offer creation, automate sales, enhance data analysis, and support better decision‑making. At the same time, firms are urged to differentiate themselves through precise positioning and communication of unique customer value.

A shift toward recurring revenue models—such as managed services and long‑term service contracts—is gaining importance, offering a more sustainable income stream for both large integrators and midsize firms. Despite these technological advances, the human element remains crucial for success.