W
hile AI cannot yet fully replace the human-based element needed
to create digital signage, it does have exponential potential to bring
about significant improvements and changes in the way we go about designing and publishing digital signage today.
In recent years, we have seen a massive rise in dynamic and creative content being implemented into the digital signage industry. AI enables us to utilise this content in
new ways that are truly propelling the industry to new heights. From personalising the advertisements customers see via data collection, to improving the effectiveness of ads and their placements to better suit the individuals who are viewing them – AI is the future of digital signage at its best.
How AI is taking digital signage to the next level AI algorithms open a world of endless possibilities such as having the power to
simplify the data collection process, create a more personalised end-user experience and improve campaign planning strategies.
AI transforming the world of digital signage
With the main objective of digital signage being to disseminate information to its
viewers, AI has emerged at a pinnacle point in our rapidly advancing technological industry. AI solutions such as facial recognition and data collecting solutions can
collect viewer demographic and behavioural data. This then translates into digital signage systems adapting automatically and adjusting the content displayed in real-time to match the known interests and preferences of its audience.
This ensures businesses can deliver more targeted messages to viewers. One of the most prevalent examples of this is digital signage solutions being used in retail stores to analyse demographics and customer purchase history and in turn,
display more tailored personalised product recommendations and store promotions. Above personalisation, customers appreciate efficiency. In-store interactive digital signage offers customers an experience like no other. Having this system in place creates an avenue for customers to explore a variety of products, features,
pricing and wayfinding information without having to wait for a member of staff to assist them.
But AI solutions offer more than just enhanced personalised customer experiences.
It can improve the advertising scheduling process and ensures that advertisements get optimised placement and accelerate this process with real-time bidding.
Additionally, context-aware digital signage can schedule and display specific content at predetermined times of the day, specific days only, or specific weeks of the year. One of the most innovative features of context-aware digital signage is that it can present viewers with content that is relevant to the fast-changing environmental elements they may be experiencing – in real-time. For example, depending on
what the weather may be doing at that moment in time, it may change from an advertisement for sunglasses to an advertisement for raincoats and umbrellas.
It’s easy to see how AI is improving the efficiency and impact of the digital signage
industry and with plenty more innovations in AI algorithms to come, the future of the industry has never looked brighter.
18 | Connected Magazine