Martin Stockfleth Larsen, Chief Marketing Officer, Milestone Systems, outlines its AI‑driven innovation strategy, strengthened by new acquisitions, regional partnerships, and a commitment to responsible technology, positioning the company for continued double‑digit growth across the Middle East and Africa.
How has your experience been at Intersec this year, especially since it’s your first time attending?
My experience at the Intersec Dubai has been intense but incredibly positive. Even though I attend many trade fairs around the world, this one stands out for its scale, energy, and the sheer volume of activity. The first couple of days were extremely busy, with constant meetings, demonstrations, and conversations, but in the best possible way. As the event moved into its final day, the pace eased slightly, giving me a moment to reflect on how productive and engaging the entire experience had been. For a first‑time attendee, it has been both impressive and inspiring, reaffirming why this region is such an important hub for our industry.
How does this fair compare to other major fairs globally?
When asked to compare it with other global events, I think it is remarkably close in scale and quality to ISC West in the United States, which is widely regarded as the world’s largest security trade fair. The booths, the presence of major players, the level of innovation on display, and the overall atmosphere all feel very similar. It is clear that this fair has grown into a world‑class event, attracting top‑tier companies and professionals. For us, being here is not just beneficial but essential, as it places us among the industry’s leading innovators.
Do you believe the investment in participating here is worthwhile?
Oh Yes! The investment is absolutely worthwhile. In this region, visibility matters. Companies need to demonstrate their capabilities, their commitment, and their long‑term presence. We have been a major player in this market for many years, and participating in events like this reinforces that position. It allows us to connect with partners, customers, and industry leaders in a meaningful way. The return on investment is not just financial; it is also strategic, strengthening our relationships and expanding our influence.
What key technologies or innovations did you showcase this year?
This year, several major developments were brought to the fair. Last year, we made important acquisitions, including BriefCam for advanced video analytics and Arcules, which provides video‑as‑a‑service capabilities. These additions significantly strengthen our portfolio. We also introduced Hafnia, our new AI offering built on our own technology. One of the most exciting components is our vision‑language model, which can analyze video recordings—whether short clips or long sequences—and generate meaningful summaries and insights. This enables automation, enhances situational awareness, and supports agentic AI workflows. Our first application focuses on traffic management, and we have already begun proof‑of‑concept projects in the region. This is just the beginning, as we plan to expand the model into multiple use cases across industries.
Is the industry ready to adopt AI‑driven products, and does the region have the infrastructure to support them?
I certainly believe that the industry is more than ready. AI is already embedded in cameras, software platforms, and security systems. What makes this region particularly advanced is its commitment to building smart, safe, and intelligent cities. These initiatives require AI to function efficiently and deliver meaningful improvements in security, mobility, and public services. The infrastructure here is strong, and the appetite for innovation is even stronger. In many ways, this region is ahead of others in adopting and scaling AI technologies.
How is your company keeping pace with the rapid expansion of AI?
AI is now at the core of everything we develop. Instead of simply building features based on customer requests, we look at how AI can enhance those features and deliver greater value. Our acquisitions, including BriefCam and Arcules, has strengthen our capabilities, while Hafnia represents our commitment to building advanced AI solutions in‑house. Additionally, our open platform allows partners and customers to innovate alongside us. This ecosystem approach ensures that we stay ahead of the curve and continue to deliver cutting‑edge solutions.
Do you have a roadmap toward becoming a marketplace for technology partners?
We have a roadmap that emphasises security and quality. Last year, we introduced a new technology partner program with tiered requirements. This ensures that all integrated solutions meet our standards for security, usability, and performance. We want to create a marketplace that is both innovative and trustworthy. By setting clear expectations and maintaining strict guidelines, we ensure that customers receive solutions that are both powerful and secure.
How do you ensure cybersecurity, especially with AI introducing new risks?
Responsible technology is a core part of our strategy. Both our internal developments and partner integrations must meet strict standards to ensure that AI is used appropriately and securely. We have frameworks in place to prevent misuse and to ensure that all solutions are secure by design. Cybersecurity is not an afterthought; it is embedded into every stage of development and integration.
How do you keep partners updated with rapid technological changes?
We have a two‑tier approach. Globally, partners have access to digital, on‑demand training and certification programs that cover new features, value propositions, and technical knowledge. Regionally, our teams conduct classroom sessions, workshops, and one‑on‑one engagements. This combination ensures that partners stay informed, skilled, and confident in delivering our solutions.
Which countries are your primary focus, and where do you see emerging opportunities?
We are well‑established in the UAE, Saudi Arabia, and Qatar—markets experiencing strong growth driven by scale and investment in innovation. We cover the entire Middle East and Africa region, and while different countries are at different stages of development, we have partners across Africa, even if we do not maintain local offices everywhere.
What are your expansion plans, and what growth do you expect?
Last year was our best year ever in the region, and we plan to continue investing. While I can’t share specific details, but happy to confirm that we expect strong double‑digit growth moving forward, driven by innovation, partnerships, and the region’s rapid development.
