Why the Best Brands Are Using AI in Their Digital Signage

Artificial intelligence is showing up everywhere from logistics to HR systems. And in the world of signs, it’s already proving useful in ways that are practical, creative, and growing by the day. While the most transformative changes are still on the horizon, today’s tools are already helping brands improve speed, accuracy, and creativity in their sign programs.

The Role of AI in Digital Signage Right Now

The old way of managing signs was analog. Manual work for everything from cleaning up logo files to scheduling when messages would change. The new future — promised by movies and overexcited AI investors — is one where machines think, feel, and yes, even manage your signs.

But today, we’re somewhere in the middle.

Smart brands are putting AI to good use in their signs. And while it’s not doing everything yet, it’s absolutely helping. So how is AI being used right now (and what’s to come)?

AI is already streamlining a lot of the behind-the-scenes work that goes into running an effective sign program, including:

• Upscaling low-resolution logos or artwork that would normally take hours to clean up manually.
• Generating and refining copy for signs, including promotions, product highlights, and brand messaging.
• Creating mockups and visualizations for how new signage, logos, or colors might look — on the front of a building or on a digital message center.
• Testing variations in content, such as headlines or calls to action, to find what performs best.
  Identifying trends in campaign performance using historical engagement data.

These enhancements aren’t just theoretical — they’re already driving results for brands. As Pam Boiros of Bridge Marketing Advisors explains:

"AI is starting to help bridge the gap between the digital and physical worlds, and that has huge implications for marketers. For agile, creative small businesses, AI offers a way to punch above their weight—enabling dynamic, data-informed content on digital signage that feels as personalized and responsive as online experiences. It’s no longer just about what’s on the screen, but when, where, and why it shows up."

That blend of digital responsiveness and physical presence is where signage is headed — and AI is the key to unlocking that potential. AI isn't replacing the fundamentals; it's making the day-to-day work more efficient.

AI and Digital Message Centers

AI is also showing up in more customer-facing ways. In digital message centers, it’s being used to:

• Rotate messaging based on time of day, foot traffic, and popularity
• Sync promotions with events or peak traffic windows
• Allow centralized teams to update content across dozens of locations instantly

A Not-So-Far-Away Future: AI Connecting the Dots

The next major shift won’t just be about tools — it’ll be about connections. When point-of-sale data, inventory levels, and message center software all speak the same language, AI can become a powerful driver of real-time, sales-focused messaging.

Picture this: It’s 3:00 p.m. in Minneapolis and your best-selling item is underperforming. The system knows. It queues up new messaging for that item, pushes it live, and tracks the results. That’s not fantasy. That’s the logical next step. And it’s coming soon.

While these systems aren’t widespread yet, they’re not far off. Flexlume is watching these developments closely and preparing to support clients looking to make the most of AI.

Real-World Example: Quick Service Gets Quicker

Want to see a big-name company testing AI in the field? In recent years, McDonald’s tested AI-powered menu boards that shifted content based on weather, time of day, and sales patterns. While the company ultimately scrapped this approach, the pilot proved how adaptive and AI-assisted messaging could work in high-volume environments.

Now, AI support can be more clearly seen on the creative side, as retailers and other restaurants use AI tools to produce localized promotions, resize digital graphics, clean up old logos, and adapt visuals for different screen formats.

Why Flexlume Is Leading the Pack in Paying Attention

We’ve been in the sign industry for over a century; over that time, we’ve seen a lot of tech come and go. But AI isn’t just another trend. It’s already improving how signs are created, managed, and measured.

At Flexlume, we’re tracking where this is going. AI is evolving fast, and while it’s hard to predict exactly how it will change the industry, we expect big things soon.

The sign is still the message. But how that message gets created, updated, and optimized? That’s changing fast. Want to make sure your signs are ready for what’s coming? Contact Flexlume today.