AVT Question: Please share insights and trends on AV/IT in the cloud, including the benefits and cautions.
Thought Leader: Jonathan Gryckiewicz, Business Development Director, Cloud Solutions at Ross Video
Cloud-based AV is reshaping how organizations produce, manage, and distribute video content. One of the biggest trends driving adoption is the convergence of traditional Pro AV with broadcast-quality production. Companies now expect executive town halls, virtual events, and internal communications to deliver the same polished experience audiences see in professional broadcasts. Cloud-enabled workflows help organizations achieve this by supporting remote production, centralized control, and scalable collaboration across teams and locations.
Organizations that focus on workflow design, scalability, and long-term operational strategy will be best positioned to maximize the benefits of cloud-based production and collaboration.
Jonathan Gryckiewicz, Business Development Director, Cloud Solutions at Ross Video
Another major trend is the shift from hardware-focused systems to workflow-focused environments. Modern AV strategies are less about purchasing standalone equipment and more about building flexible ecosystems that integrate production, automation, streaming, and content management. Cloud infrastructure allows organizations to scale resources as needed, reduce reliance on large, on-premises systems, and deploy updates or new capabilities more efficiently.
The benefits are significant. Cloud-based AV environments improve operational flexibility, enable remote collaboration, and help organizations respond faster to changing production demands. IP-based and software-defined workflows also support scalability, allowing companies to expand capabilities without rebuilding entire infrastructures. For many organizations, this can lower long-term operational costs while improving agility and system resilience.
However, there are important cautions. Cloud AV depends heavily on reliable network infrastructure, bandwidth, and cybersecurity. Without proper planning, organizations can face latency, interoperability, or reliability issues that impact live productions and user experience. Vendor lock-in is another growing concern, making open standards and interoperable platforms increasingly important when evaluating long-term AV strategies.
Ultimately, successful cloud AV adoption requires more than simply moving technology online. Organizations that focus on workflow design, scalability, and long-term operational strategy will be best positioned to maximize the benefits of cloud-based production and collaboration.
