If trust is there...

The future is now

Sometimes we create spectacle. But even when we’re ‘just’ putting a screen on the wall, it’s never just that. We’re always setting the stage for smarter, smoother collaboration. So, what do smarter en smoother really mean when future technologies are catching up?

At Whitemilk, we’re experts in in-person, remote and hybrid collaboration. Meetings, training sessions, lectures, presentations, brainstorms… We make it all work, technically.

We’re also experts in enthusiastically testing new developments. That’s why we have a dedicated AV lab. But we don’t let the borders of Kwaremont define our testing. New developments today are very often about AI—“the new digital transformation,” someone called it—and they go well beyond hardware.

In other words, everyone on our team could be testing, wherever they are.

In its Technology Trends 2025 report, Accenture argues that AI should no longer be viewed as a series of tools that respond to prompts and generate output. In our AV world: not just cameras that zoom at the right moment, or follow speakers, or switch flawlessly between feeds, not just speech recognition, not just…

Instead, organisations should start thinking in terms of a digital AI brain, the report says. A system with broad, general knowledge, fine-tuned and shaped by every team member who interacts with it.

The report describes AI agents or AI agentic systems as co-workers, trained on the job and integrated into the team. It stresses the importance of collaboration, where every member, human or AI, contributes to making each other better. The conclusion is that this requires one thing above all: trust.

And that’s an incredibly valuable insight for us, as an audiovisual integrator. The possibilities are endless—if trust is there. It’s about quality. About integrating a solution strategically and from the start into an organisation. About staying and thinking ahead, even as the future seems to overtake you. A faster pace may bring bigger challenges, but at its core, this isn’t so different from the past.

With that in mind, we’re looking forward to Peter Hinssen’s opening keynote at CONTXT this summer. In The Uncertainty Principle, he describes a Never Normal future. He understands how the speed of technological change can make us feel like we need to hit the brakes before things spin out of control. But he also knows that uncertainty isn’t some new flaw in the system. It’s not a bug, it’s part of life. And within that uncertainty lies the greatest potential.

We’re not heading for a dystopian future, he says, but for one full of hope, possibilities, and progress.

CONTXT

Wintercircus Ghent, 27.8

Peter Hinssen, The Uncertainty Principle, 13:00

Reserve your seat today