DEEP LEARNING, DIGITAL SIGNAGE
Intelligent Digital Signage: When Artificial Intelligence meets Digital Signage
Initially thought of as an electronic replacement for static posters and billboards, digital signage is now a familiar site in the modern world. Installations of flat-panel displays and media players delivering targeted advertising and other messages to shoppers, restaurant patrons, passengers and more, can be seen everywhere.
Even with all of this, many still wonder how much more valuable could this channel be? Can digital signage take on a role to personalize messages or respond to a situation in real-time? The answer is yes! Powered with Artificial Intelligence (AI) and Deep Learning (DL), the possibilities are endless.
The role of Deep Learning and AI
Deep learning is a subset of machine learning in AI where artificial neural networks emulate the workings of the human brain in processing data and creating patterns for use in decision-making.
Engines powered with AI have access to huge amounts of data. With deep learning, AI-driven platforms are able to assess large data sets, typically in real-time, leading to specific reactions. With more accuracy and data processing comes a better understanding of the users. But AI doesn’t necessarily think for you. It’s all about automation. It draws conclusions, finds patterns and reacts to situations. This is what makes it a valuable tool.
One sure way to make your customers feel important is by providing a personalized experience. AI-powered digital signage is able to learn and interact with people in a way that is unique to every individual.
Similar to how local stores once knew all their customers’ names, intelligent digital signage is able to do the same and as a result, can act as a greeter. It could say hello to customers and offer them useful information like what’s on sale, based on the customer’s buying history.
While the technology itself is an astonishing achievement, organizations should apply it as a way to personalize what customers see, therefore, becoming a benefit rather than a privacy concern.
More relevant content
To compete against online retail businesses, it’s important for bricks-and-mortar stores to create experiences for shoppers. As stated earlier, AI takes this to the next level with personalization.
There are two ways to improve content with AI: either by putting the data in context or creating personalized ads.
Context-aware digital signage
The flexibility of intelligent digital signage allows for different content to be scheduled and displayed at different times of the day or even days of the week. Content can also be displayed in real time to reflect fast-changing environments. For example, context-aware digital signage can display content relevant to the weather outside: ads for umbrellas can automatically be shown when it rains, or ads for sunglasses when the sun is shining.
Deep learning by an AI platform enables targeting to be quite specific: relevant to the individual. Add facial recognition and relevant content can be displayed based on the viewer’s age, gender or preferences.
For example, if a female customer enters a clothing store, digital signage can immediately detect that the shopper in her 30s wearing hiking boots. What the system then does is take this information then reviews what items are in stock or on sale that women who purchased hiking boots also bought. What it finds is then communicated to the shopper in real-time. Not only is the customer seeing personalized information, but is also prompted to look at these items and make more purchases.