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Immersive experiences and AI: Reshaping the DS landscape

Pierre Gillet, vice president, international sales at BrightSign, on growth opportunities for the digital signage industry

The next generation of consumers is characterised by its affinity for technology. That is a fantastic growth opportunity for the digital signage industry. According to industry reports, digital out-of-home (DOOH) advertising revenue is expected to increase by more than 40% by 2027 worldwide. This speaks to the exciting potential for rapidly rising demand as companies across a variety of sectors search for new ways to engage with digitally savvy shoppers. 

The other side of the coin is that, in a world where we are bombarded with information 24/7, consumer expectations have changed and the bar for success has risen. Deloitte research, for example, highlights that today’s customers are more loyal to ‘experiences’ than to brands, products or companies. In 2024, it’s harder than it’s ever been to excite consumers which means brands and their technology providers must step things up a gear. 

Fortunately, cutting-edge high-resolution digital output capabilities now give brands the power to transform their visual communications into immersive experiences, transforming public spaces into dynamic digitally enhanced environments that do just that. 

The quick service restaurant (QSR) industry is a fantastic example of how these technologies are being embraced in innovative ways to captivate diners, whether that’s through immersive menu systems, in-store signage, or digital entertainment. 

In an industry that thrives on efficiency, self-service kiosks and drive-thru screens streamline ordering hassles with intuitive interfaces. Next, digital menu boards display real-time updates on everything from wait times and order status to limited-time promotions. At the same time, we’re seeing examples of immersive displays that can link to diners’ social media feeds and photos.

These applications are becoming more commonplace across all industries, but the future is even more exciting. Looking ahead, one of the most significant trends shaping the digital signage industry is the integration of AI. This tech is game-changing, taking the capabilities of signage to the next level, enabling brands to create personalised content based on insights, and share across interactive, immersive displays. 

AI will usher in opportunities for QSRs to interact with data-driven, real-time information about customer behaviour. Digital menu boards and self-service kiosks are data goldmines, capturing invaluable insights into customer preferences and ordering behaviours. Using AI, QSRs can harness this wealth of information to drive strategic business decisions, refine menu offerings, and craft targeted promotions that resonate with specific customer segments. 

As businesses embrace these trends and collaborate to deliver innovative solutions, they have the opportunity to unlock new avenues for customer engagement and differentiation. The industry is on an evolving journey toward a future where digital signage transforms the way we connect, communicate, and engage.