Ask the Board – December 10, 2018 | RICK ROBINSON


“How do you see Artificial Intelligence (AI) figuring in the future of digital signage?”

AI is a tool. The technology can inform placements, planning, message delivery, storytelling and attribution.  However, AI is never the story in and of itself.  AI is always simply the tool.  The future of AI in digital signage will likely continue to see it influence mostly at one-off moments and places.  Its scalable value is yet unknown.  There are assumptions about increased viewer engagement as a result of enhanced contextual intelligence and messaging relevance.  I say “Maybe…we’ll see.”  The 1:1 exchange that happens in classic digital media is vastly different than what happens in the “One to Many” reality of digital signage in public spaces.   Will the fundamentals of success for AI in one arena translate to another?  Doubtful.  The role of AI in the future of digital signage will be driven in the beginning by what’s technically possible, yet ultimately, its day-to-day reality will remain proportionate to the business outcomes generated for brands or retailers. 






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Partner, Chief Strategy Officer

Advertising & Brands Council

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