As we close out 2025, it is clear that digital signage has entered a new phase of maturity. Across the GS Alliance, members have shared remarkable progress over the past months, and the pattern is unmistakable. Digital signage is becoming an intelligent, data-driven communication layer that is deeply integrated into day-to-day business operations. What once started as a system for displaying scheduled content is now evolving into a responsive network that adapts automatically to audience behaviour, contextual triggers, and real-time data.

One of the strongest developments we have seen this year is the rapid adoption of AI. Many organisations across retail, transportation, and hospitality are now using AI not only to automate content planning, but also to optimise performance in real time. The combination of audience insights, inventory information, and local context such as weather or events is proving extremely effective. Some members report double-digit improvements in engagement and conversion, demonstrating that AI-driven scheduling is not a futuristic idea. It is already delivering measurable value today.

Another notable trend is the rising demand for e-paper and other low-power display technologies. With energy efficiency becoming a high priority, these next-generation displays are gaining traction in both indoor and outdoor environments. The arrival of large-format colour e-paper has sparked new interest among retailers and transport operators looking for sustainable alternatives that still offer high visibility and flexibility. It is increasingly clear that the industry’s shift towards greener signage solutions will continue into 2026. Throughout the year, we have also seen digital signage becoming more deeply connected to core business systems.

Members are integrating screens with inventory management, pricing engines, workforce planning tools, and transport operations. This seamless integration enables signage networks to reflect operational realities instantly. Examples include updating promotions based on stock levels, adapting menu boards according to demand, or guiding travellers based on live occupancy data. Signage is no longer an isolated channel. It has become part of the operational heartbeat. Meanwhile, interoperability has become a recurring topic in discussions among members. As deployments grow, organisations are increasingly cautious of vendor lock-in and are seeking open, flexible system architectures.

Multi-OS compatibility, open APIs, and cross-platform management are becoming essential requirements. This is an area where the GS Alliance will continue to play an important role, supporting members in navigating the complexity of an expanding technological landscape. From a hardware perspective, the past period has brought several meaningful updates across the ecosystem. Samsung has released further firmware improvements to its Tizen 8 platform, enhancing performance and AI acceleration. The outdoor OH and OHB series continue to gain adoption due to their reliability and reduced energy footprint.

E-paper solutions are moving from pilot projects into broader roll-outs, especially as new larger displays become available. At the same time, edge devices with dedicated AI processing are becoming increasingly common. These enable real-time decision-making directly on the player, which is an important step towards reducing cloud dependency and improving responsiveness. Looking ahead to 2026, the direction is clear. AI will become a standard component of digital signage platforms rather than an optional enhancement. Low-power displays will take a larger share of deployments as ESG goals become more deeply embedded in corporate strategies. System integration will accelerate, making signage a core part of business intelligence and operational workflows.

Openness in hardware, software, and data interoperability will be a determining factor in future-proofing solutions. I want to thank all GS Alliance members for their contributions, insights, and collaboration throughout the year. The strength of our community lies in the willingness to share real experiences, challenge assumptions, and work together to define the next steps for our industry.

With the momentum we have built in 2025, I am confident that the coming year will bring even more innovation and meaningful progress. I wish you all a successful end of the year, a relaxing Christmas period with your loved ones, and I look forward to our continued work together in 2026. I also look forward to seeing many of you at ISE in Barcelona, and to raising a toast at the GSA Cocktail Reception or welcoming you at the GSA booth, where you can recharge and reconnect.

Mark Ossel

Chairman, Global Signage Alliance