Welcome to this special edition of Digital Signage Explored. In a recent interview, Mark Coxon, Director of Strategy and Markets- XTG, provides valuable insight into a topic that’s top of mind for our industry: the role of human experience and AI in the future of digital signage.
The Power of Experience Over Spectacle
Mark’s recent work on the SeaWorld Jewels of the Sea project, which was nominated for an AV Award, is a perfect example of this new approach. He explains that the project’s goal isn’t to create a flashy spectacle, but to augment the main attraction: the animals.
“The content actually lives around these portals, into tanks where you have the real fish… which are the stars of the show,” Mark says. The digital signage is not the focus; it is a tool to create an immersive environment. This “rest and digest state” is designed to help visitors absorb information and connect more deeply with the marine life. For Mark, the true power of AV lies in its ability to “move hearts and minds and not just create an Instagrammable moment that’s here and gone.”
In a world where everyone has a powerful screen in their pocket, static content is no longer compelling. Digital signage must offer a unique, human-centered experience to earn a user’s attention.
A Human-First Approach to Projects
A core theme of the conversation is the common industry mistake of prioritizing technology over human purpose. Mark shares that his team at XTG often challenges clients who come with a specific product in mind, but no clear purpose. He stresses that the most impactful projects start with the “why.”
“We should know what we’re trying to play back before we decide what we’re playing it back on,” he says.
He recalls a hospital project where the client had an RFP for a video wall, but no content strategy. By asking about the “why,” his team uncovered the real goal. This simple shift in focus led to a completely different project, proving that a human-first approach leads to more meaningful results.
Digital Signage: A Tool for Connection and AI
The conversation also touches on the role of digital signage in the corporate world, especially in a post-COVID-19 era. Mark highlights a fascinating statistic: companies that invest in branded experiences see “28% more employee retention.” Digital signage can go beyond simple announcements to communicate a company’s core mission and remind employees that their work matters, fostering a deeper connection.
On the topic of AI, Mark sees it as a powerful, positive force. He believes it is already making content creation “easier, more approachable, and more personal.”
However, it is agreed that AI is a tool to be used in the middle of a process, with a human at the beginning and the end. The most successful projects will continue to be those that blend technological innovation with human purpose. The ability to back up and focus on the intended human outcome is something that must always be driven by us.
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