This year at InfoComm in Orlando, Florida, Frank Larsen, CCO of Signagelive, joined a special episode of “Digital Signage Explored.” Speaking with Tim, Frank shared insights from a recent panel discussion on a topic vital to the industry’s future: AI and Generation Z, and their impact on digital signage and customer engagement.
Embracing AI
Frank highlighted the rapid adoption of AI, noting that its speed far surpasses that of the internet’s early days. For businesses, this isn’t an option but a necessity. As Frank put it, “If you’re not on the train, when it rolls now you’ll be left on the station standing there.” He stressed that major companies are already integrating AI into their strategies, with a McKinsey forecast suggesting many Fortune 500 companies might not survive without an AI policy.
The Gen Z Perspective: Attraction and Fear
The panel included a Generation Z representative, offering a crucial viewpoint. Here’s what Frank shared about this demographic:
- High AI Adoption: An astonishing 96% of Gen Z individuals embrace AI.
- A Touch of Fear: Despite their embrace, about 63% of Gen Z also feel a slight apprehension about AI’s potential implications.
- Short Attention Spans: A key takeaway for digital signage is Gen Z’s incredibly short attention span. If content isn’t captivating and engaging within seconds, they’ll disengage, staying glued to their personal devices.
This dual nature of attraction and fear, combined with their digital-native habits, presents both challenges and opportunities for digital signage.
Policies Over Prohibition
A significant concern raised by the audience was feeling “unsafe” with AI. Frank’s advice was clear: don’t forbid AI, create a policy around it. Prohibiting AI use within a company is counterproductive, as AI is already integrated into many daily tools. Clear policies allow businesses to harness AI’s benefits safely and effectively.
AI as a Powerful Assistant, Not a Replacement
Frank, like many others, uses AI daily, emphasizing its role as a powerful assistant rather than a master key. It significantly reduces tedious tasks like market research and email management. What once took weeks can now be streamlined to seconds, providing a framework for further human analysis. The ability to verify sources from AI models also adds a layer of reliability.
The consensus is that AI excels at removing “clutter” and administrative burdens, freeing up human time for more creative and engaging work. The ideal workflow, as discussed, often involves a human at the beginning, AI in the middle, and a human at the end to refine and ensure accuracy.
Engaging Content is King
For digital signage, the evolution is clear: it’s no longer just about informing or inspiring; it’s about engagement. With Gen Z’s reliance on their small screens, digital signage must leverage AI to create captivating, interactive content that pulls attention away from personal devices. New ways of engaging through AI are critical to ensuring screens and content investment pay off.
The landscape of digital signage is set for rapid transformation. As Frank noted, the industry is just at the “tipping at the start” of what AI will bring, promising a very different environment in the coming years.
What are your thoughts on integrating AI into digital signage?
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