2025 Security Industry Predictions: Elisa Mula, Founder, EM Designs (EMD)
Mula, founder of security consulting business EM Designs, shares her prognostications for the security industry in 2025.
Photo courtesy of EM Designs
Our 2025 Security Industry Predictions series continues with Elisa Mula, founder of EM Designs.
Security Sales & Integration: Without getting into any specific vendors or branded solutions, what technology category or solution area do you see as 2025’s ripest, most profitable growth opportunity for security dealers, installers and integrators? Explain your reasoning.
Elisa Mula: Well, artificial intelligence is going to really shake things up in the security space by automating a lot of tasks that we used to rely on people for. For example, AI can now handle things like surveillance monitoring, detecting intrusions, and analyzing threats. It can watch video feeds in real time, spot unusual patterns, and even predict potential issues before they happen.
That level of automation means less need for constant human oversight, which not only saves on labor costs but also makes everything run more smoothly.
Manufacturers will benefit from creating these advanced, AI-powered systems, and security dealers will be able to offer customers more efficient, smarter solutions.
Another big change AI will bring is how it integrates with IoT devices. You’ve probably heard of things like smart locks, doorbell cameras, and motion sensors – well, AI can take all that data and tie it together, making a much more connected and responsive security system.
This gives dealers a chance to offer really customized solutions to their clients, while manufacturers can build even more innovative products to keep up with the growing IoT ecosystem.
We can’t forget about cybersecurity either. As cyber threats become more complex, AI will play a huge role in detecting unusual network activity, spotting cyberattacks, and even responding to breaches in real-time.
Manufacturers that offer both physical and cyber security solutions are going to be in high demand, and security dealers will be able to offer more complete packages, combining surveillance with strong cybersecurity.
One of the most exciting things about AI is how it’ll help make security systems more affordable and scalable. AI will optimize things like resource allocation, meaning businesses won’t need as many staff to monitor systems.
Dealers will be able to offer lower-cost installations and maintenance, while manufacturers can create cost-effective solutions for everything from homes to large commercial operations. It opens up a lot of growth potential across different sectors.
Finally, AI will make maintenance and customer support a lot easier. These smart systems will be able to self-diagnose problems and even update themselves. They’ll predict when maintenance is needed, helping to prevent downtime and keeping everything running smoothly.
For manufacturers, this means they can offer products that require less intervention, and for dealers, it’s a chance to provide even more value through support packages and service options.
SSI: These days, we’re all hearing a lot about the cloud migration, AI/machine learning, crime deterrence vs. crime reactiveness, etc. Which of these “hot topics” do you think is overplayed? Which ones do you think will truly transform the practice of security integration in the coming years?
Mula: Cloud migration is well on its way. In regard to what is “overplayed”, I tend to lean toward Machine learning having as much of an impact on deterrence. While I do believe AI and machine learning will have an impact on both deterrence and reactiveness, I think it’s important to recognize that many criminals have become bolder due to the reduction in harsh penalties.
This shift seems to be more about a broken criminal justice system than the lack of proactive policing or technology. As a result, while AI and machine learning will undoubtedly transform the reactiveness of crime response, I don’t think deterrence will see the same level of change unless penalties become stricter.
Ultimately, a more effective criminal justice system, alongside technology, will be key to influencing deterrence more significantly.
SSI: On the business and operations side, which single factor (e.g., interest rates, talent-related issues, geopolitical stressors) poses the biggest challenge for the security industry right now? How can business owners mitigate their downside risk?
Mula: In my opinion, profitability will be the biggest challenge for security businesses and tech in the coming years. Business owners who have a clear understanding of their customer profile, stick to their strengths, and keep operations lean will likely perform better than large corporations that have expanded beyond their original expertise.
These “me too” companies often struggle when the economy tightens, and end up needing to downsize, which can be a painful process for employees and can damage the company’s reputation. On the other hand, smaller, humble organizations that grow thoughtfully tend to foster strong employee loyalty and maintain excellent reputations.
From what I’ve observed, staying intentional about culture and growth is the best way to reduce risks and ensure long-term success.
SSI: What’s getting better about the security industry these days? What seems to be getting worse and worse?
Mula: Well, on the positive side, one of the biggest improvements I’m seeing is cybersecurity convergence. More and more, businesses are recognizing the need to integrate physical security with cybersecurity.
As organizations rely more on digital systems, connecting these physical security systems with IT infrastructure provides a much more holistic approach to safeguarding assets, data, and networks. This convergence is really boosting overall security resilience and giving companies a better defense against a wide range of threats.
Another trend that’s improving is user experience. Security solutions are becoming far more user-friendly. With advancements in app interfaces, integrated systems, and automation, it’s easier than ever for businesses—and even non-technical consumers—to manage their security systems.
This shift is crucial because it makes it much more accessible for a wider audience, helping businesses attract customers who may have been intimidated by traditional, complex security setups.
On the flip side, though, economic pressures and cost-cutting are making things tougher. This is particularly concerning in industries where security is mission-critical. When companies can’t invest in the latest technologies due to budget constraints, it can significantly compromise the effectiveness of their security measures.
Having an unbiased third party to assist customers pursue grant funding is a game changer in this area. Sadly, we are seeing some manufacturers coercively offer assistance to desperate clients in need of grant funds only if the customer promises to implement their products. This practice is frowned upon by the federal government who retains the right to audit any client that receives funding.
SSI: Finish this sentence: 2025 will be remembered as the year that the security industry…
Mula: … was tested with the most rapidly and significant leap in the area of AI/machine learning. In 2025, AI and machine learning are poised to make their most significant impact on the security industry yet, marking a transformational shift in how security systems are designed, managed, and deployed.
For years, the industry has been experimenting with AI, but 2025 will be the year when these technologies are truly integrated into mainstream security solutions in a way that fundamentally changes the landscape.
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