Frank Pisano discusses the key trends shaping the future of digital signage.

Digital signage is undergoing a profound transformation. Frank Pisano, CEO of Bluefin International, shares his views on the role of artificial intelligence, retail media, AV/IT integration and sustainability, as well as the challenges and opportunities that will shape the market over the coming years.

The industry is constantly talking about artificial intelligence, retail media and personalization. Which technologies do you believe will generate sustainable business opportunities in the digital signage sector over the next three years, and which do you think are still overrated?

Artificial intelligence will bring real value to the digital signage industry, although probably not in the way it is currently being promoted. The most sustainable opportunities will come from practical applications such as content automation, audience measurement, operational efficiency, predictive maintenance and tools that enable customers to manage large display networks with less complexity.

Retail media also represents a significant opportunity because it directly links digital signage to measurable revenue. Once a display becomes part of the transaction ecosystem rather than simply a communication tool, the business model changes dramatically.

What I still consider somewhat overrated is the idea that every display needs to deliver AI-driven hyper-personalized experiences at all times. Most customers still need reliability, simplicity and relevant content at scale. Technology should solve a real operational problem, not simply create a flashy demonstration.

The digital signage market is entering a period of consolidation and increased competitive pressure. How is your company evolving its strategy to differentiate itself beyond hardware or CMS platforms?

The future is no longer about selling a display or software independently, but about delivering a complete solution tailored to the environment and the specific application. That's where we have focused our efforts.

At Bluefin, differentiation is based on flexibility and close collaboration with our customers. We engineer our displays around customer requirements instead of forcing them into a rigid product portfolio. Whether it's integrated operating systems, custom form factors, outdoor durability, touch capability, PoE, sensors or specialized mounting solutions, we adapt to each project.

Another important differentiator is ecosystem integration. The best projects are those in which hardware manufacturers, CMS providers, content creators and system integrators collaborate from the earliest stages. Today, that level of cooperation is far more important than any individual product category.

The industry increasingly demands integration between AV, IT, data and analytics. Do you believe the integration channel is ready for this new environment, or is there still a significant technology gap?

There has certainly been progress, but a gap still remains. Traditionally, the AV and IT worlds operated separately, whereas digital signage now sits directly at the intersection of both.

The most successful integrators are those with teams that understand networking, cybersecurity, cloud infrastructure, data analytics and user experience, in addition to hardware installation. Projects are becoming increasingly sophisticated because customers expect digital signage to integrate seamlessly into much broader operational ecosystems.

The good news is that the industry is adapting quickly. Younger professionals entering the sector already take a much more holistic approach to technology. However, there is still a considerable learning curve when it comes to cybersecurity, data ownership and long-term system management.

Sustainability is no longer just about energy consumption. How does it currently influence your decisions regarding product design, manufacturing, maintenance and installation lifecycle?

Today, sustainability is closely linked to durability and efficiency. The most sustainable product is often the one that doesn't need replacing after just two years.

Our approach to sustainability is built around reliability, serviceability and flexibility. We use commercial-grade components, replaceable parts, integrated systems that minimize failure points, and products designed for long operational life.

We're also seeing customers pay much closer attention to total lifecycle cost, including shipping, installation time, maintenance, remote management and energy consumption. Even integrated operating systems or single-cable installations contribute to sustainability by simplifying deployment and reducing infrastructure requirements.

End users increasingly demand immersive and dynamic experiences while expecting operational simplicity. How do you balance creativity, automation and ease of management in today's digital signage projects?

That balance is one of the industry's greatest challenges today. Everyone wants immersive experiences, but nobody wants complex systems that require constant management.

The key is designing technology that disappears into the experience itself. When everything works properly, hardware, software and automation operate seamlessly so that end users focus on the outcome rather than the underlying infrastructure. We're also seeing growing demand for unconventional display formats that combine digital communication with architectural integration and aesthetic appeal. The most successful platforms are those that combine centralized management, remote monitoring, automation and flexible content delivery without limiting creativity. Simplicity behind the scenes is precisely what enables much more ambitious experiences for audiences.

Retail media and DOOH are increasingly converging with traditional digital signage. What real opportunities do you see emerging from this convergence, and what role will manufacturers and technology platforms play?

This convergence creates tremendous opportunities because digital signage is becoming both an operational tool and a revenue-generating asset. Retailers, transportation hubs, hotels and many other environments already recognize the strategic value of controlling their digital real estate.

The challenge will be developing infrastructures capable of combining branding and monetization without compromising the user experience. This will require manufacturers to deliver flexible solutions and technology platforms to embrace open ecosystems.

Manufacturers will play a key role by developing displays optimized for different environments, including high brightness, durability, analytics integration, touch functionality, sensors, outdoor applications and flexible operating systems. Technology platforms, meanwhile, will increasingly become the layer that connects content, analytics, advertising and operational data.

If you had to define what a truly competitive digital signage platform will look like in 2030, which capabilities do you believe are already essential today?

The platforms that succeed in 2030 will be open, flexible, intelligent and easy to manage at scale. Customers are no longer looking for isolated products; they want ecosystems that integrate naturally into their operations.

Among the capabilities that are already essential today, I would highlight remote device management, robust security, flexible operating systems, data integration, analytics, automation and interoperability between hardware and software platforms.

I also believe that adaptability will be critical. The pace of technological change continues to accelerate, and customers want investments that can evolve over time. The companies that succeed will be those that remain flexible enough to adapt to new environments, software ecosystems and evolving user expectations without forcing customers to start over every few years.