Volume 48 | March 13, 2024
Welcome to Brief 48 and hello from Zurich! I am in Zurich meeting with Google to finalize ACS24 Europe. More on that below! Next stop is Cannes for MIPIM where I am hosting a 40 person real estate ecosystem breakfast in partnership with Brivo and Brave Corp.
In this Brief, we have a special announcement (our team has grown), a discussion on my thoughts on AI and marketing (believe it or notβ¦it is not all technical), and some recaps of upcoming events and opportunities to meet, network, and share information!
As always, please let me know if I am not meeting your expectations for any reason.
Thank you!
PS: I am sure some of you may forward this on but please do so sparingly and encourage others to sign up here. Thank you!
Hilary and Bert officially joined the Access Control Executive Brief!
"Honored and excited" doesn't do me justice with this announcement. On March 1st, Hilary Gallagher, the Chief Operating and Marketing Officer, and Bert Hart, the Chief Creative Officer, officially joined me at the Access Control Executive Brief. Hilary, Bert, and I have worked together in different capacities over the past ten years. With our growth plans and opportunities as a company, it would be great to put the band back together and do it again. Truthfully, much of what I do and have done over the years is due to the partnership and work of these two amazing people. I know there's a lot of talk about how your work colleagues and companies are not families, and I agree, but this is the closest thing one can have that is not blood. I respect them immensely and am honored and grateful (dare I say, excited) to work together again. Thank you both for all you do; you know what you mean to me.
Instead of me writing their introduction, I thought it would be much better if they shared with you in their own words who they are, what they are going to do, and anything they want in the note below.
Get ready because the level of output and engagement is about to hit the next level.
From Hilary:
"Hey there! I'm Hilary Gallagher, and I'm beyond thrilled about this next adventure. With a marketing, branding, and operations background, I'm geared up to apply my experiences to keep everything running smoothly and add a vibrant touch to our endeavors. I can't wait to bring my knack for organization and passion for breathing life into projects to the table. I feel incredibly fortunate to be teaming up once again with Lee and Bert and to dive into the exciting world of what we genuinely enjoy doing together. Here's to the journey ahead!"
From Bert:
"Howdy folks! Looks like I'm off on another adventure with Lee Odess and Hilary Gallagher. I'm excited to have the opportunity to bring more love and design to this industry. I look forward to using over 15 years of experience to shape our industry both visually and socially.I believe we all serve a greater purpose, and, for lack of better words, it's to protect and make people feel safe. Let's elevate together. Let's have fun together as we challenge ourselves to see who can serve the most. Love y'all, Bert. -A pretty normal dude."
AI, AGI, and The Transformation of Marketing: Are You Engaged?
Recently, there has been news about artificial general intelligence (AGI) and its impact. Given our propensity to focus solely on the technical application of everything and the industry's need to move beyond general AI hype to implementing real use cases, I wanted to showcase one area that is and will continue to make an impact and spur acceleration because we have lacked investment in it: marketing.
Coming off of the recent news that OpenAI's AI assistant is already doing the work of 700 full-time agents at Klarna, a payments company, leading to faster and more accurate customer service. Some stats on the results:
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Conducted 2.3M conversations. That volume is estimated at two-thirds of all the company's customer service chats. Not only that, but it produces customer satisfaction scores " on par" with human agents.
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More accurate and faster at resolving customer requests. Klarna says the average time to resolve requests dropped to 2 minutes from 11 minutes.
Then, last week, Sam Altman of OpenAI predicted artificial general intelligence's (AGI) impact on marketing (He's been on a bit of a tear lately, making wild predictions that, well, don't seem so wild).
Weirdly, this excites me. I understand many's natural concerns with job displacement, misinformation, and the unknown. Still, we all have two ways of looking at this: change is either the end or the beginning of something (probably a bit of both). Said a different way, we can either sit back and have it done to us or use this and go aggressively with it (note, not at it but with it). I choose to see this as the beginning of something (with an eye on what is ending) and to do something with it. The beginning, for me, is a twofold forcing function. It forces (1) Efficiency and (2) A focus on creativity. I say this as someone who sees it in my own business. The output we can deliver using AI with tools like Notion, Grammarly, Heygen, Descript, and more gives us the ability to be lean, mean, and deliver like we have 4 or 5 more people on staff but, more importantly, able to put those resources elsewhere. I estimate the impact to be two times for us.
What could it be for you?
Before I ask more questions, I wanted to define AGI as most have heard the acronym AI, but fewer have heard AGI. As per Perplexity.ai:
Artificial General Intelligence (AGI) is a branch of artificial intelligence (AI) aimed at creating machines that can understand, learn, and apply intelligence broadly across a wide range of tasks, similar to the versatile intelligence of humans. AGI contrasts with the more common narrow AI, designed to perform specific tasks or solve particular problems.
AI (Artificial Intelligence): This broad field encompasses any machine or algorithm that can perform tasks usually requiring human intelligence. These tasks include recognition (like image or voice recognition), reasoning (solving problems or making decisions), and learning (improving functions over time). AI systems are usually specialized; they excel at the tasks they are designed for but lack the adaptability to handle tasks beyond their specific programming.
AGI (Artificial General Intelligence): AGI is a machine able to learn, understand, and apply intelligence universally, not limited to a specific task or domain. It implies a machine or system that can perform any intellectual task that a human being can, adapting to new environments and learning from experiences in a way that mimics human-like generalization.
Three questions for you to consider, as I do myself, as AI, AGI, and this conversation pertains to the access control and smart lock industry:
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How do you see the potential of AGI impacting our industry? You? Your company? I believe broadly and deeply, not just in our product but in how we operate. And it is all stakeholders. This needs to be a Board Room and CEO initiative. BUT, you also need to make it a YOU initiative. Dig in, learn, and become proficient in the tools that will help you increase your efficiency and effectiveness. Most of these tools are accessible.
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What are your thoughts on the claim that AI could handle 95% of tasks currently done by marketers and creatives? This will be true. It is inevitable. The real question is when. The next question is, what are you going to do about it? And then get started.
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How prepared do you think our industry is for the transformation that advanced AI could bring? You? Your company? This one I think about a lot. As for many things, we (all of us, me included) need to be wholly prepared for the impacts of AI on our industry. Most people, companies, and industries are. My more significant concern is the rate at which we are doing something about it. With AI, we need to do more, and we need to do it at a higher fever pitch. This is why I partnered with the Section to offer their AI boot camp a discount. As an industry, we will be unable to keep up with the pace of change if we do not look externally for education and certification from mainstream resources and companies.
This is transformative. We need to be transformative. This is real.
And it's critical to start now.
ACS24 Europe to Take Place in Zurich in Collaboration with Google
We are excited to announce that ACS24 Europe will be taking place in Zurich on 5/29 (networking reception at night) and 5/30 (all-day conference) in collaboration and hosted by Google. Building off of ACS23, which was in October in Washington DC, where we had 166 executives from all over the globe join us, we can't wait to bring this executive-level thought leadership summit to Europe and focus it on the "power of the ecosystem."
We have over 50 speakers committed: C-suite executives from leading manufacturers, integrators, specifiers, and end users.
Please let me know if you are interested in speaking at the event or attending. There will be a combination of 1:1 fireside chats and panels discussing various topics focused on today and tomorrow of the access control and smart lock industry. There is no other event like this, and you want to attend.
For more information or to sign up, please go to the landing page for the event here. Again, please get in touch with me directly if you or your leadership team are interested in speaking. I am actively finishing up the agenda together as we speak. There are limited speaking spots and only 250 tickets, so act fast.
SIAcademy on Access Control Modalities Deep Dive, March 5-21, 2024 (Tuesdays/Thursdays 3:00β4:00 pm ET)
The Security Industry Association (US), aka SIA, asked us to help organize a virtual series they call SIAcademy LIVE! The series is on Access Control Modalities Deep Dive and will dive deeply into identity management, credential issuance, mobile applications, and choices surrounding access control system (ACS) technologies.
This live, online program is a great way to learn about new developments and capabilities in ACS, as well as scalability considerations and deployment challenges to discuss with your clients and channel partners. Per SIA, "We recognize how busy security integrators are nowadays, so we record each session for added convenience. If you cannot attend the live discussion, you'll have access to the recording OnDemand for 90 days." To sign up, please use the discount code "ACS2024" to receive $50 off registration!
Registration: https://mysia.securityindustry.org/Meetings/Meeting.aspx?ID=17304
Series Info:
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Dates: March 5-21, 2024 (Tuesdays/Thursdays, 3:00β4:00 pm3:00β4:00 pm ET)
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Individual Access: $199 SIA member/ $299 non-member
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Corporate Access: Contact education@securityindustry.org
ACS at ISC West: ACS Quest + In Booth Activations
ACS Quest: Get ready for a unique experience at ISC West! ACS Quest is not your ordinary scavenger hunt, as we highlight companies, people, and the community within the access control and smart lock industry. We've limited the "hunters" to 500 people, engaged with industry influencers and manufacturers, and offered real prizes and engagement like never before. Our top prizes are $25,000 π° π€ π for the winners on Wednesday and another $25,000 π° π€ π on Thursday. Want to be a hunter and have a chance to win? Sign up now using the link here and be the first to complete the tasks. The info is https://www.leeodess.com/acsquest if you or your company want to join as a sponsor to drive engagement at ISC West. The more companies that sign up, the bigger the cash prizes get. To be clear, you do not need a booth to sponsor. The ACS Quest is open to anyone there, as we can set up challenges for "hunters" to find you on the show floor, at a partner booth, or in a suite.
In Booth Activations: We are partnering with acre security, Genea Security, LiftMaster, and ZKTECO USA to deliver a new style of activation within their booths during ISC West, and you are invited to come check it out and engage in the discussions. Inspired by the dynamic styles of ESPN and Squawk on the Street, ACS at ISC West breaks away from other traditional activations. Over two days, the pop-up will showcase exclusive interviews and discussions in ten-minute blocks, featuring insights from prominent industry figures, thought leaders, and innovators, the company says. These discussions range from intimate one-to-one conversations to enlightening panel sessions, offering diverse perspectives on crucial industry topics. Attendees can participate in conversations, engage in Q&A sessions, and partake in giveaways. This experience aims to cultivate meaningful connections and encourages knowledge exchange within the access control community. Here is what to expect on Wednesday and Thursday (panel names and speakers to come shortly):
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Thursday, April 11
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Genea Security booth from 11 am - 1 pm
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Liftmaster booth from 2 pm - 4 pm
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Thursday, April 11
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acre security booth from 11 am - 1 pm
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ZKTECO USA from 2 pm - 4 pm
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The Forum at The Security Event in Birmingham
We partnered with The Security Event, held April 30 - May 2 in Birmingham (UK), to activate The Forum. The Forum is a thought leadership pavilion hosting over 25 companies and 30 discussions on various topics. You can find the full schedule, topics, and presenters here.
Companies participating are IDCube, Tapkey, ISEO, Galaxy Systems, acre security Syngaurd, CoreWillSoft, Touch2Access, Sharry, STiD, ILOQ, Comelit, Honeywell, Keynetics, Wavelynx, Gallagher, AMAG, Suprema, Hivewatch, and HID.
We are taking a different approach to presenting ideas and discussions. We broke down the topics into five different formats:
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Trends: Innovative Approaches to Presenting Industry-Impacting Trends
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Vertical Market Discussions Conventional approach to addressing particular industry verticals
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State Your Claim: Introducing a new format: presenters will have 2 minutes to state their claim on controversial industry-related topics. This unfiltered insight into leading manufacturers' views will shape the industry for tomorrow. Attendees' views will be collected and shared in a cohesive report after the show.
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Your POV & Live Poll: Presenters will have 2 minutes to express their views on a topic in the new format. This will provide attendees with unfiltered insights into how leading manufacturers perceive controversial issues affecting the industry today and shaping it for the future. At the end, attendees will vote for the presenter they believe best conveyed their point of view.
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Position Paper Live In the new format, presenters will use a previously published position paper as a foundation to develop their perspective on the topic. Subsequently, the position paper will be updated to incorporate the shared views.
Topics will include:
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AI in Access Control and Smart Locks: Today's Innovations and Applications for Tomorrow's Future
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Vertical Discussion:
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Industrial Vertical
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Critical Infrastructure Vertical
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Commercial Real Estate Vertical
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Hospitality Vertical
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Residential Vertical
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High-Security Government and Federal Vertical
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Retail Vertical
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Education Vertical
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Merging Horizons: Are Video Surveillance and Access Control Now Indistinguishable?
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Integrating Access Control: Enhancing Business Operations with Digital Keys, Companion Apps, and Add-Ons
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Is going direct to customers by manufacturers good or bad? A case and a conversation on both.
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State Your Claim:
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Convince Us Why Proprietary or Non-Proprietary is Better
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What defines the new enterprise in access control system?
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Balancing Security and User Experience in Physical Access Control Systems: Challenges and Best Practices
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What Modality Will Win and Where - cards, mobile, biometrics, etc?
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Breaking Barriers: Advancing Inclusion in the Physical Access Control Industry
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Your POV & Live Poll: Is Cloud, Onsite, or Hybrid architecture better? Why?
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Establishing and Maintaining a Robust Cybersecurity Framework: Strategies for Enterprise Security Excellence
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Are Visitor Management and Access Control One in the Same?
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Position Paper "Live": Your Thoughts and Why a Power Shift is Happening Right Now in the Global Access Control Market
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Optimizing Security and Communication: Strategies for Efficient, Scalable, and Integrated Access Control Systems
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State of Digital Credential Market Adoption in the UK and Surrounding Areas
Designed by the industry for the industry, The Security Event returns to the Birmingham NEC from April 30 - May 2, 2024, reuniting manufacturers, distributors, installers, integrators, consultants, and end users.
The exhibition will showcase the world's leading security brands, offering you the best opportunity to source the latest products, technologies, and solutions while networking and meeting with key experts from across the industry. Ensure you're up-to-date with the latest developments and issues in security via our comprehensive education program.
ACS101 Course Development
Access Control Executive Brief members collaborate weekly to develop the industry's first 2-week Access Control 101 education sprint. Through 12 planned modules and weekly 1 hour webinars, the members want to bring a highly effective and non-influenced primer course for everyone and anyone looking to enter the access control industry. We hold weekly calls on Fridays and work together in shared docs, Miro boards, and Slack to create this curriculum. If you want to contribute, please message me and join us on Slack at channel #acs101. Thank you to the following members who have contributed so far.
