In the latest instalment of our security industry executive interview series we spoke to Phil Pate, VP & General Manager EMEA at AlertMedia, about the past year in a sector defined by complexity, the challenges being presented by the weather, cyber and geopolitical incidents, the need to ensure employee safety and how AI can be used to drive faster, smarter outcomes…
Tell us about your company, products and services.
AlertMedia is a global risk intelligence and emergency communication platform provider. Our platform helps organisations identify, assess, and respond to risks that pose a threat to employees or business continuity. We support thousands of businesses across a vast range of industries, from small businesses to Fortune 1000 companies.
What have been the biggest challenges the Security industry has faced over the past 12 months?
It’s been a year defined by complexity. Through our Global Threat Intelligence team, we monitor risks daily, and a few trends stand out.
Extreme weather events have become more frequent and more destructive. These aren’t isolated disruptions; they impact supply chains, employee safety, and business continuity on a massive scale. Without situational awareness and rapid communication, companies are left scrambling.
We’ve also seen a surge in social unrest—labour strikes, climate protests, geopolitical demonstrations—particularly in urban centers. These events often escalate quickly and can disrupt operations or put employees at risk.
Add to that the ongoing ripple effects of global conflicts like the Russia-Ukraine war. From travel safety risks to supply chain unpredictability, organisations with international footprints have had to stay agile just to keep up.
And, of course, cyber threats continue to grow in both frequency and sophistication. Security teams are being asked to defend more surface area with flat or fewer resources, making proactive mitigation and clear, confident communication essential.
Finally, one challenge we’re hearing a lot about: signal-to-noise ratio. With open-source intelligence more accessible than ever, GSOCs are drowning in data. Sifting through thousands of alerts to find the one that really matters is exhausting—and dangerous if something critical gets missed.
And what have been the biggest opportunities?
Despite the challenges, this is an incredibly exciting time for the industry—particularly in how we use technology to drive better, faster, smarter outcomes.
AI is one area where the potential is huge. At AlertMedia, we’re already integrating human-in-the-loop AI to enhance our emergency communication workflows and threat intelligence capabilities. The idea isn’t to replace humans—it’s to empower security and response teams to do more with less, while maintaining full transparency and control.
AI helps us process massive data sets, flag anomalies, and draft communications in seconds. But critically, it still allows humans to validate and make final decisions. That balance—speed without sacrificing judgment—is the key to driving real operational efficiency and safer outcomes.
What is the biggest priority for the Security industry in 2025?
Without question: employee safety.
In every conversation I have with security leaders, the same theme emerges. If your people aren’t safe, your business isn’t operating.
We see a clear difference between organisations that treat safety as a foundational part of their culture and those that view it as an afterthought. The most resilient companies embed safety into everything they do—from training and protocols to technology investments and leadership accountability.
Employee safety isn’t just a moral obligation. It’s a business differentiator.
What are the main trends you are expecting to see in the market in 2025?
AlertMedia’s recently published our 2025 Threat Outlook report, “Emerging Trends in the Threat Landscape.”The report highlights six core trends we expect to shape the year ahead—what we call the “Cascade Effect,” where one disruption quickly triggers others.
- Extreme Weather: Expect more intensity and unpredictability. Weather events are disrupting logistics, damaging infrastructure, and forcing emergency closures at an unprecedented rate.
- Political Unrest: With high-stakes elections happening across the globe, we anticipate heightened political divisions and public demonstrations that pose safety and continuity risks.
- Prolonged Global Conflicts: Ongoing wars and geopolitical tensions are not only humanitarian crises—they’re business challenges that affect everything from supply chains to physical security.
- Economic Instability: Inflation, labour actions, and financial volatility will continue to test operational resilience and workforce stability.
- Cyber Threat Escalation: Ransomware, phishing, and data breaches are becoming more targeted—and more costly.
- Aging Infrastructure: Many businesses are reliant on outdated systems that are increasingly prone to failure. The modernization gap is a growing risk.
Each of these threats alone is challenging. Together, they create an operating environment that demands continuous adaptation and a proactive, people-first mindset.
What technology is going to have the biggest impact on the market this coming year?
AI, without a doubt. But with a strong caveat: it must be deployed responsibly.
We’re already seeing how AI can enhance security operations—automating routine processes, surfacing threats faster, and helping teams communicate more effectively during critical events. But we’re also seeing the flip side: AI being used by bad actors to create deepfakes, launch sophisticated attacks, and exploit system vulnerabilities.
The opportunity is there, but it comes with real risk. The key for 2025 is going to be governance. Organisations need clear guardrails and visibility into how AI is being used across their security stack.
In 2026 we’ll all be talking about…?
How security is evolving—cyber, physical, and employee safety are now deeply connected. AI is making security smarter, but also riskier. Workplace violence, protests, and climate disasters are rising, making real-time threat intelligence and rapid emergency communication essential. Cyber & physical security also continue to come closer together. A cyberattack today can disable physical security systems, leaving businesses and employees vulnerable.
As mentioned, AI is both an asset and a security risk! AI enhances security—predicting threats and automating responses—but cybercriminals are also using it to bypass defences with deepfakes, AI-powered hacking, and automated attacks.
So, security is no longer just about protecting data or buildings in the hybrid working world—it’s about keeping people safe. In 2025, companies must integrate AI responsibly to protect both digital and physical spaces while prioritizing employee safety.
What’s the most exciting thing about your job?
Talking to customers. The industries and geographies may change, but the underlying challenges often rhyme. I find it incredibly rewarding to help organisations navigate those challenges and come out stronger, more resilient, and more confident in their ability to protect their people.
And what’s the most challenging?
Getting time on the calendar with busy C-level leaders. Security is often seen as a cost centre—until something goes wrong. But once we’re in the room, the conversation quickly shifts. They realize it’s not just about reducing risk—it’s about enabling the business to move faster and with greater confidence.
What’s the best piece of advice you’ve ever been given?
Hire great people! Everything gets so much easier when you do. If you want a tip on how to do it—always hire for character first. Skills can be trained and come unbelievably fast to people with a great attitude.
Succession or Stranger Things?
Yellowstone, which is kind of like Succession but with cowboys!
