Key Takeaways from Pop Summit 2025: Trends, Innovations, and What’s Next in Digital Signage

Pop Summit 2025 was all about big ideas and practical strategies shaping the future of digital signage.

Over two days in Denver, we brought together industry leaders, innovators, and Poppulo customers to talk about what’s next—AI-powered personalization, smarter hardware, immersive experiences, and more.

While this blog doesn’t cover every insight shared at the conference, it highlights the key takeaways that stood out, including ideas and innovations that can help you elevate your strategy and stay ahead of the curve. From simplifying workflows with AI agents to designing immersive environments and future-proofing hardware, these highlights offer a roadmap for creating connected, impactful experiences with digital signage.

Setting the Stage: A Vision for Smarter Communication

Pop Summit kicked off with a welcome from Ruth Fornell, CEO of Poppulo, who centered her message around the power of delivering the right message at the right time, and creating moments that drive behavior and measurable business impact.

What was once static is now becoming intelligent and adaptive, powered by AI, data, and design thinking. Screens can respond to crowd density, personalize content for loyalty members, and integrate with mobile, email, and environmental sensors. The goal isn’t chasing trends—it’s solving real problems and helping organizations work smarter and connect better.

“When the right information gets delivered to the right person at the right time, magic happens. That’s why we show up every day—to empower you to create those moments.” – Ruth Fornell, CEO at Poppulo

Stories from customers brought this vision to life, showing how signage impacts everyday experiences—from guiding travelers to informing employees. A highlight was the Poppulo Impact Award, presented to Delta Air Lines for scaling from seven screens to over 3,000, revolutionizing communication for employees and passengers.

Innovation with purpose remains Poppulo’s North Star. AI-driven insights, dynamic scheduling, and proactive monitoring are simplifying operations while amplifying impact. The vision: smarter screens, stronger connections, and more value with less effort—freeing teams to focus on creativity and strategy.

Digital Signage in the Age of AI: What's Next?

The first panel of Pop Summit 2025 tackled one of the most transformative topics in technology today: AI and its role in digital signage. Poppulo’s product team, including Frank Gauld, Chief Product Officer, Austen Portz, VP of Product & Technology, and Sanjay Rakshit, VP of AI and Analytics, explored how screens are evolving from static displays into intelligent, responsive platforms.

From Broadcast to Connection

The panel highlighted a fundamental shift: digital signage is no longer just about visibility and reach. Instead of broadcasting one message to all, screens can now “listen” as much as they speak—pulling in contextual data to deliver relevant, personalized experiences. This evolution moves communication from campaigns to conversations, creating moments that truly resonate.

“Screens can listen as much as they speak. At that point, you’re pulling in context data to shape messages that become relevant. For communicators, it’s a shift from reach to resonance—and did it matter.” — Frank Gauld, Chief Product Officer at Poppulo

Making Technology Accessible

Accessibility should be a top focus as technology becomes more powerful. Poppulo’s vision includes natural language interfaces where users simply state their intent and the system handles scheduling, layout, and compliance. Progressive controls and explainability will build trust, while integrations with everyday tools like Slack and Teams will allow teams to work where they already are. The goal: clarity and simplicity at scale.

Data as the Foundation for AI

There are four critical steps to turn data into decisions: define the use case, ensure high-quality and high-fidelity data, apply AI techniques to extract patterns and insights, and enable decision intelligence. With predictive models, organizations can move from reactive messaging to proactive engagement—anticipating needs and acting before issues arise. Examples included predicting network failures and automating corrective actions through AI-driven agents.

Security and Trust in AI

The panel addressed concerns around data privacy and security, noting Poppulo’s achievement of ISO 42001 AI certification. This global standard ensures trust, rigor, and expertise in building AI solutions—critical at a time when AI sits at the peak of the Gartner hype cycle.

Looking Ahead

Predictions for the next 12 months include automated workflows that transform intent into complete campaigns and more conversational interactions with screens. Longer-term visions involve portable private context, dynamic multimodal content generation, and signage acting as active participants in physical spaces. This requires shifting your mindset from campaigns to conversations, broadening problem spaces, and designing for outcomes rather than output.

AI isn’t just adding intelligence to screens—it’s redefining how organizations communicate, engage, and create impact.

Market Trends: Navigating the Evolving Digital Signage Landscape

Stefan Schieker, Managing Partner at invidis Consulting and John Schweikert, General Manager of Digital Signage at Poppulo, explored the evolution of digital signage—from simple poster replacements to advanced, interconnected platforms that deliver immersive experiences. Digital signage has evolved into dynamic ecosystems that integrate software, sensors, and data to create personalized, impactful journeys across physical spaces.

The conversation highlighted the convergence of AV, IT, and digital signage, moving toward software-defined spaces. Central to this transformation is the CMS, which is no longer just a scheduling tool but an orchestration hub connecting multiple back-end systems, APIs, and sensors to deliver real-time, context-aware content.

“When we look back twenty years, the industry started as digital poster replacement. Today, it’s about creating journeys—connecting screens, sensors, and data into one orchestrated experience.” —Stefan Schieker, Managing Partner at invidis Consulting

Here are the key trends discussed:

• Evolution from static signage to experience networks: Coordinated touchpoints across spaces like airports, retail, and corporate environments.
• Integration with broader digital experience platforms: Combining physical signage with online and mobile channels for unified campaigns.
• Software-defined spaces: Orchestration of displays, lighting, sound, and environmental controls through centralized software.
• API-driven connectivity: Breaking silos to integrate multiple back-end systems and leverage real-time data.
• Sensor-driven personalization: Adapting content and ambiance based on crowd density, store traffic, or environmental conditions.
• Cybersecurity and governance: Ensuring data protection and managing access as systems become more interconnected.
• AI adoption and automation: Moving from static playlists to intent-driven content creation, enabling dynamic scheduling and predictive insights.
• Vertical-specific solutions: Tailoring experiences for industries like hospitality, retail, and corporate communications.
• Human-AI collaboration: AI handles operational complexity while humans focus on strategy, creativity, and brand control.

Looking ahead, AI and agentic systems will redefine workflows, freeing teams from manual playlist management and enabling strategic, data-driven communication. While technology is ready today, organizational adoption and change management remain critical for success. Watch the session on-demand to learn more about how digital signage has evolved, and where it’s heading.

The State of the Product: Poppulo's Vision and Roadmap

Digital signage is no longer just about putting messages on screens—it’s about creating intelligent, connected experiences. In the State of the Product session, the big takeaway was clear: the future isn’t static. It’s adaptive, data-driven, and designed to make communication easier, faster, and more impactful.

For Poppulo, 2025 was all about laying the groundwork—introducing analytics for content playback and device health, expanding hardware and integration options, and launching an agentic AI platform. These steps set the stage for what’s next: signage that doesn’t just display messages but understands context, reacts to its environment, and works seamlessly with the tools you already use.

So, what’s coming next?

• A unified platform with a refreshed interface and streamlined workflows, making it easier than ever to design and deploy content.
• A new Designer tool that democratizes template creation, complete with dynamic data support and auto-translation for global networks.
• Agentic AI capabilities that help create, monitor, and optimize content—working alongside teams to reduce manual effort without sacrificing control.
• Deeper ecosystem connections, including integrations with Canva, Workato, and meeting room platforms like Microsoft Teams and Crestron.

“Simplification is key. We want to make managing and publishing content easier, faster, and smarter.” –Venessa Wiist

Deep Dive: Poppulo's Analyze Agent

Poppulo’s Analyze Agent is redefining how organizations manage and optimize their digital signage networks. Designed to move beyond static dashboards, this AI-powered tool transforms raw data into actionable insights, enabling faster, smarter decision-making.

Analyze Agent provides full visibility into user activity, offering clear audit trails of content changes, device updates, and folder modifications. It also identifies recurring device issues, surfaces root causes, and predicts potential outages—helping teams stay proactive rather than reactive. For content strategy, the agent delivers detailed playback insights, showing what played, where, and how often, even across complex networks. It also flags underperforming content and highlights opportunities for refresh, ensuring campaigns remain effective and relevant.

One standout capability is its ability to streamline network organization. By identifying unused folders and suggesting cleanup actions, Analyze Agent keeps systems lean and efficient. Users can interact through natural language prompts like “Provide a proof-of-play report for September 25” or “Why is device X offline?”—receiving instant answers, trend charts, and recommended actions. This conversational approach dramatically reduces time spent on manual reporting and troubleshooting.

Key capabilities include:

• User Activity & Audit Logs: Full visibility into who made changes to content, devices, or folders.
• Device Health Monitoring: Detects recurring issues, surfaces root causes, and predicts potential outages.
• Content Playback Insights: Detailed reporting on what played, where, and how often.
• Network Cleanup: Identifies unused folders and suggests cleanup actions for efficiency.

“Our Analyze Agent isn’t going to replace human judgment—it’s going to augment it. It’s not about blind trust but getting a head start on what you look at.” –Venessa Wiist, Director of Product Management at Poppulo

This release marks a significant step toward intelligent, proactive digital signage management—empowering organizations to optimize performance and deliver impactful experiences with minimal effort. To learn more about what’s coming with Analyze Agent, watch the full session below.

The Future of Digital Signage Hardware: Smarter, Sustainable, and Serviceable

Digital signage hardware is entering a new era—one defined by intelligence, sustainability, and adaptability. Screens are no longer passive endpoints; they’re a connected network that respond to real-world conditions and deliver immersive experiences.

Poppulo’s hardware team shared valuable insights to help guide your strategy for building signage networks that are not only powerful today but ready for tomorrow. The conversation focused on how hardware choices can influence design, operational efficiency, and sustainability goals.

Key trends shaping the future:

• Sensor-Driven Experiences: Technologies like proximity sensors, RFID, NFC, LiDAR, and AI-powered vision enable signage to react dynamically to real-world conditions. These tools unlock interactive experiences and provide valuable data such as dwell time and audience engagement.
• Edge AI and NPUs: Neural Processing Units (NPUs) are emerging as a game-changer, allowing lightweight AI models to run locally on devices. This means smarter screens that can process triggers, optimize content, and even self-monitor—all without sending sensitive data to the cloud.
• Serviceability and Longevity: Future-proofing hardware isn’t just about specs—it’s about planning for maintenance. Accessible installations, preventive maintenance programs, and extended warranties help ensure uptime and reduce operational headaches. Even small choices, like using Velcro instead of zip ties, can make a big difference.
• Sustainability Initiatives: Energy efficiency and eco-friendly practices are becoming non-negotiable. Built-in players reduce power consumption, while RS-232 and HDMI-CEC controls allow scheduled on/off cycles. Display manufacturers are also innovating with recyclable packaging and low-power technologies like e-paper.
• Integration and Control: Hardware is increasingly tied to orchestration platforms that enable remote monitoring, predictive maintenance, and automated workflows. This convergence of hardware and software creates systems that are easier to manage and more responsive to business needs.

“Screens are everywhere now, so it’s not just about what’s displayed—it’s about the experience you create.” —Joseph Aviles, VP of Partnerships and Growth at Poppulo

The takeaway? Hardware strategy is no longer just about choosing screens—it’s about building intelligent, sustainable systems that can evolve with your business.

Watch the full session below to dive deeper into digital signage hardware.

Best Practices in Digital Signage: Inspiration from Around the World

Digital signage has become a powerful tool for storytelling, engagement, and brand differentiation, and around the world, organizations are pushing creative boundaries—blending technology, architecture, and content to deliver experiences that captivate audiences and drive action.

Stefan Schieker, Managing Partner at invidis Consulting, drew on invidis’ extensive global research and first-hand insights from site visits around the world to explore how organizations are leveraging signage in bold and unexpected ways.

Content remains king. From anamorphic 3D illusions in Seoul to Nike’s immersive LED walls in Beijing, brands are using bold visuals and reflective surfaces to amplify impact. Even without big budgets, smart content strategies—like dynamic backgrounds or leveraging mirrors—can create memorable experiences without massive hardware investments. Effective content follows a simple framework: grab attention, spark interest, build desire, and drive action. It should be visible, relevant, memorable, and increasingly shareable.

Integration with space matters. Signage isn’t just about walls. Creative use of floors, staircases, and architectural elements can transform environments. Examples include LED-infused escalators, mirrored staircases in Zurich, and hybrid designs that combine light and display for dramatic effect. These approaches prove that impactful design doesn’t always require large LED walls—sometimes, subtle integration delivers the biggest wow factor.

Emerging trends and technologies:

• Immersive environments: Fashion retailers in London and esports arenas in Riyadh are using full-room LED installations, mirrors, and sound to create dynamic spaces that adapt to events and audiences.
• Interactive engagement: Museums in Reykjavik showcase touch-free and gesture-based interfaces, while retail brands personalize content using app data for hyper-relevant experiences.
• IoT and added value: Screens are becoming infrastructure hubs, housing Wi-Fi, environmental sensors, and even safety features like gunshot detection—expanding their role beyond communication.
• Sustainability and cost efficiency: From refurbished screens to energy-saving e-ink displays, green signage strategies are gaining traction globally.
• Cultural considerations: Display density and content style vary by region—what feels overwhelming in Europe may be expected in Asia.

“Technology is not the limit—your creativity is.” –Stefan Schieker, Managing Partner at invidis Consulting

Digital signage is no longer just about screens—it’s about creating spaces, telling stories, and delivering measurable value. For organizations ready to innovate, watch this session for tips to elevate strategy and unlock new opportunities.

Pop Summit 2025 showed us just how much potential digital signage has to transform communication—and the future is already here. From AI-powered workflows and immersive global experiences to smarter, more sustainable hardware, the opportunities to innovate are endless. These highlights only scratch the surface of what was shared during the event, so if you’re ready to dive deeper, reach out to us to discover more strategies for maximizing the value of your signage. Now’s the time to take these insights and start creating the connected, intelligent experiences your audiences expect and deserve.