Artificial intelligence (AI) is reshaping the digital signage industry, opening up new opportunities for professional integrators that serve the small and midsize business (SMB) market. AI-powered systems are enabling SMBs to move beyond static displays to deliver dynamic, personalized, and data-driven messaging. From tailoring promotions to specific customer groups in retail stores to simplifying internal communications for corporate environments, AI is enhancing the relevance and reach of digital signage.
For integrators, the shift to AI-driven digital signage requires a new approach to educating and supporting clients. Success hinges on implementing robust data strategies, ensuring privacy and security compliance, and maintaining alignment with customers’ business goals.
The Power of AI
As an integrator, you’ve seen how SMBs leverage data to better understand their customers and employees. AI builds on these efforts by enabling real-time analysis and dynamic content. Leveraging advanced technologies like machine learning, gesture recognition, and predictive algorithms, modern digital signage can quickly tailor messaging to the viewer, delivering relevant and engaging content. This creates a significant opportunity for integrators to position digital signage as a smarter, more interactive approach to brand marketing.
For example, retail clients can use AI to personalize ads or product recommendations based on customer demographics, browsing history, or real-time behavior within the store. Restaurants can automatically update digital menus based on inventory levels or kitchen prep times. For corporate environments, AI can instantly revise meeting room schedules or display urgent company announcements.
When guiding clients through these possibilities, emphasize the value of AI in making digital signage not just a display but a strategic communication tool. Explain how AI enhances relevance by delivering the right message at the right time, driving engagement and improving employee and customer satisfaction.
Building a Data Strategy for SMBs
One of the most critical aspects of AI-powered signage is data. As you help your customers design their digital signage infrastructure, make it clear that success depends on a regular and reliable data collection system. Decisions based on flawed or incomplete data can lead to poor outcomes, such as irrelevant messaging or reduced customer trust.
Encourage customers to start by identifying their primary data sources — CRM systems, loyalty programs, surveys, and on-site behavior tracking are common examples. Help
them understand the importance of securely storing and cleaning this data to ensure accuracy before feeding it into their digital signage systems.
For SMBs without in-house data analysis expertise, highlight the benefits of built-in analytics tools within many digital signage platforms. These tools can simplify real-time updates and help generate insights from customer interactions. However, advise clients to retain some level of human oversight to ensure that the messaging aligns with their brand voice and business objectives. A small team can efficiently manage this process, reviewing all messaging before it goes live.
Once SMBs install the systems, ongoing optimization is key. Help your customers define measurable performance indicators, such as customer dwell time near signage, in-store conversion rates, or employee engagement metrics for internal communication displays. By tracking these indicators, businesses can refine their messaging strategies over time.
Additionally, encourage your customers to seek feedback from their stakeholders. For instance, if a restaurant manager notices that promoted menu items aren’t selling, the data collection process may need to be adjusted to better reflect customer preferences. Emphasize that agility is vital — AI-powered signage should evolve based on performance data and user feedback.
Maintaining Consumer Trust
Data privacy is a growing concern among both customers and employees, and integrators should help SMBs navigate this landscape. When discussing AI-enabled signage with your clients, emphasize the importance of transparent privacy policies. These policies should clearly outline in plain language how data is collected, stored, and used.
Recommend that SMBs implement opt-in features, giving end users control over their data. For example, a loyalty program linked to digital signage could include a simple sign-up process that explains the benefits of personalized offers. Regular security audits, data encryption, and compliance with privacy regulations should also be standard practices to build trust and prevent breaches.
Lastly, encourage your clients to adopt a user-centric approach to their digital signage strategy, ensuring that everything — from content to screen placement — is tailored to meet the needs of their audience. For example, when designing signage for conference room scheduling, guide your clients to use intuitive displays that are easy for employees to navigate. In retail settings, recommend features like interactive touchscreen maps to help shoppers locate products or departments, and include engagement-driving elements such as QR codes with prompts like “Scan here for exclusive deals.”
When SMBs prioritize the needs and convenience of their end users, their digital signage is more likely to achieve meaningful engagement.
Final Thoughts
For integrators serving the SMB market, AI-driven digital signage represents a powerful way to enhance client offerings. By helping SMBs adopt robust data strategies, ensure privacy compliance, and focus on user-centric design, you can position yourself as a valuable partner in their digital transformation journey.h.
(December 13, 2024). Bill Thrasher – Commercial Integrator. Retrieved from https://www.commercialintegrator.com/insights/how-ai-is-transforming-the-digital-signage-industry/139002/
