As we move through the summer, one message is becoming increasingly clear: digital signage is no longer being evaluated as a standalone display technology. Around the world, organizations are investing in complete communication ecosystems where content, data, AI and measurement work together to deliver measurable business value.

Artificial Intelligence continues to dominate discussions, but the conversation has matured. The question is no longer whether AI will become part of our industry, but how it can improve operational efficiency, audience engagement and content relevance while keeping business models sustainable. Several solution providers are now facing the challenge of balancing AI innovation with the new operational costs that AI introduces, making smart commercial strategies just as important as technical innovation.

Retail Media also continues its remarkable growth. More retailers are transforming their physical stores into media platforms, combining digital signage, first-party data and programmatic advertising. Recent market figures show digital out-of-home continuing to outperform traditional media, with retail media becoming one of the fastest-growing segments within DOOH.

Another encouraging development is the rapid progress of sustainable display technologies. Flexible e-paper solutions are expanding into new applications where extremely low power consumption and simple deployment create compelling business cases. Rather than replacing conventional displays, these technologies are extending the reach of digital communications into entirely new environments.

For the Global Signage Alliance, these developments reinforce our mission. Our focus remains on bringing together manufacturers, software providers, integrators, end users and industry partners to accelerate collaboration, interoperability and knowledge sharing. As technologies converge, international cooperation becomes more valuable than ever.

Looking ahead, preparations are already underway for PIFA 2026 in Singapore, where GSA will proudly participate as an Industry Ambassador. It will be another excellent opportunity to exchange ideas, strengthen partnerships and demonstrate how our global community continues to shape the future of digital signage.

Thank you for your continued support of the Global Signage Alliance. Together we are building an industry that is not only more innovative, but also more connected, sustainable and future-ready.

Kind regards,
Mark Ossel
Chairman, Global Signage Alliance