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“Digital transformation” is on the tip of everyone’s tongue as the technology revolution continues to change society at large. So what does this buzzword mean? Guest Chris Devlin, president of Omnivex, unpacks and defines the jargon for listeners on Marketscale’s Pro AV podcast, explaining how the concept benefits businesses as well as consumers.

To explain the holistic idea of digital transformation, Devlin quotes MIT researcher, George Wesman.

“Digital transformation is a radical rethinking of how an organization uses technology, people, and process to fundamentally change business performance," he said.

Hospitals, airports, malls, restaurants, and major corporations are all undergoing digital transformations on complex levels. The biggest change is the merging and collaboration between departments as digital transformation filters throughout an agency. Devlin emphasizes this by pointing out how boards of directors are in desperate need of IT experts to oversee the digital big picture.

In a fast-paced world, Devlin argues that the beauty of digital really shines, allowing for adaptability, flexibility, and the agility to control a message in real-time, such as during an emergency or crisis. Ultimately, Devlin said, digital signage and communication is about improving revenue, safety, and cost, for everyone. When organizations are proactive with public and employee communication, it shows in profits, popular perception, and customer engagement.