By Brooke Erickson, Senior Director, Learning and Marketing
PSA Security Network

For many AV integrators, the scope of work has already started to change.

What used to be conversations centered around experience, communication and environment are now expanding into infrastructure, data and system intelligence. Projects are becoming more connected. Expectations are becoming more complex. And the line between AV, security and IT is becoming harder to define.

This is not a shift that is coming. It is already happening.

In my role at PSA Security Network, I work across a community of integrators, technology partners and industry leaders who are navigating this convergence in real time. What is becoming increasingly clear is that this is not just a technology shift. It is an operational and strategic one.

For years, security, AV and IT operated in parallel. Each had a clear role. Each had defined ownership. That model worked when systems were more isolated. Today, buildings are smarter, systems are connected and data is expected to move seamlessly across platforms. End users are no longer evaluating systems individually. They are evaluating how everything works together.

For AV integrators, this creates both pressure and opportunity.

The pressure comes from expanding expectations. AV professionals are now being pulled into conversations that require a deeper understanding of networks, cybersecurity, access control and data integration. The work is no longer confined to a single system or outcome. The opportunity, however, is much bigger.

As systems converge, the value shifts from the individual solution to the overall ecosystem. This creates space for AV integrators to move beyond execution and into a more strategic role. The ability to design connected environments contributes to broader system architecture and influences how technology supports business outcomes positions AV leaders as critical advisors, not just implementers. At the same time, this shift is not without complexity.

Integrators are now navigating cross-functional conversations that do not always share the same language or priorities. Security, AV and IT have historically operated with different objectives and frameworks. Bringing those together requires more than technical knowledge. It requires alignment, communication and a willingness to collaborate in new ways. From a leadership and workforce perspective, this is where I see one of the biggest opportunities.

This is not about AV professionals becoming security experts or taking on entirely new disciplines. It is about expanding perspective, building fluency and understanding how their work fits into a larger, connected ecosystem. The organizations that are getting this right are investing in how their teams think, collaborate and solve problems, not just in the technology itself.

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Brooke Erickson is the Senior Director of Learning and Marketing at The PSA Network, where she leads strategic initiatives that drive workforce development, brand growth, and member engagement across the security and AV industries. She brings a unique blend of leadership development expertise and transformational strategy to support industry innovation and professional advancement. At PSA, Brooke oversees learning programs, national education initiatives, and provides strategic oversight of the company’s marketing efforts. She is known for building high-impact team(s) and member experiences—from learning paths to industry-wide events—and for championing peer networks, mentorship, and career-building opportunities. A three-time SIA Power 100 honoree, Brooke was also recognized in 2024 as an Emerging Leader Under 40 by Security Systems News and named one of AcceleRISE 25 on the Rise, honoring the industry’s most promising leaders. Beyond PSA, Brooke serves on the Board of Advisors for the Women in Leadership Program at the University of Colorado.