Ask the Board – January 2, 2019 | DILEEP VARMA


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

By definition, AI is “Intelligence provided by any device that perceives its environment and takes actions that maximize its chance of successfully achieving its goals.” This definition is very well aligned with the purpose of digital signage that sits quietly in a variety of environments (DOOH) and collects data about its environment. 

AI will be a large part of the future of this industry, including:

  1. Content itself will be fine-tuned based on AI from crowd analytics data and environmental inputs. This could be as simple as tuning content based on demography of the crowd around the display. Or, it could be as complicated as feedback loops based on current sales lift data fed in from the register.
  2. Message Delivery will be customized with AI from environmental data. Volume adjustments based on ambient noise is a simple use case. Ensuring the right message is delivered at the right screen using AI from several input devices – like recent clearance SKU data – is a more complicated function.
  3. Service and Maintenance could also benefit from incorporating AI into those functionsof the displays themselves. Parameters like ambient temperature, connectivity and other device data can be accumulated to predict a potential breakdown of the system. Actions can be taken in a preemptive fashion to prevent these failure modes.

All these are just a start. Multiple integration points with adjunct systems will increase the data flowing into these decision making points and will enrich the ability to turn that data into intelligence and make it actionable.



About Author

Head of Product Development and Operations
Outcome Health

Out-of-Home Network Council

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