Harnessing AI to Power Smarter, More Human Digital Signage

At TouchSource, we view artificial intelligence (AI) not as a buzzword but as a transformational force—one that accelerates our capabilities and enables experiences that were previously unimaginable. AI in digital signage is helping us build solutions that serve people where they are, with information they care about, in a way that’s context-aware, inclusive, and deeply human.

AI in Digital Signage as an Enabler and Accelerator

At the core of our strategy is the belief that AI is both an enabler and an accelerator. On the enabling side, we’re applying AI in digital signage to unlock powerful new features: real-time translation, accessible route-finding, refined search listings, and automated content creation. These capabilities are being actively integrated across our platform.

For instance, we’re using AI to refine business listings in our interactive directories. If a shopper searches for sunglasses, our system no longer limits results to stores with “sunglasses” in their name. AI understands context and product availability across a broader set of retail tenants—surfacing department stores or fashion outlets likely to carry sunglasses as well. This leads to a more helpful and complete experience for the end user.

On the acceleration front, AI is already speeding up internal processes. Our software engineering teams use AI-assisted coding tools and validation agents, allowing them to ship features faster. We’re also layering AI into our MCP (Model Context Protocol) tech stack and real-time monitoring, enabling proactive diagnostics and integration workflows that were previously tedious or complex. For customers, this translates into faster feature releases, smarter content and less manual effort day-to-day.

And importantly, TouchSource exists in a very different arena from traditional search or mobile platforms where AI can act as a gatekeeper to content. Digital signage is visible, immediate, and curated for place-based engagement. There is no algorithm between our content and the visitor. This allows for reliable messaging while still benefiting from AI’s behind-the-scenes intelligence.

Real-Time Language Translation and Dynamic Accessibility

Inclusivity is central to what we build. Many of our directories and signage applications already offer dual-language support—typically English and Spanish. In areas like Wisconsin and Minnesota, we’ve even added tertiary languages like Hmong.

But what happens when a visitor speaks Mandarin, Arabic, or a lesser-used dialect? That’s where AI translation makes a difference. Real-time, multi-language translation via AI enables us to serve communities previously left out by static multilingual content. Tools like Meta’s Massively Multilingual Speech (MMS) project and Google Translate’s neural machine translation models now support over 200 languages with increasing fluency and context awareness.

Similarly, accessibility features powered by AI further enhance our platforms for people of all abilities. For example, using AI in our digital signage platform allows us to dynamically assess and improve wayfinding routes for wheelchair users. Also, it can instantly audit on-screen content for font size, contrast ratio and other ADA standards that we incorporate into our designs. This goes far beyond compliance—it’s about delivering AI-wayfinding and AI-powered translation to create dignity and usability for everyone.

Simplifying Life for Content Managers Using AI in Digital Signage

TouchSource has always prioritized ease of use. Our mission is to support non-technical professionals—property managers, leasing agents, nurses, and marketing teams—who rely on our tools every day.

Today, updating content may require multiple manual steps: design, scheduling, placement. But with AI, we’re shifting toward a model where a user could simply describe what they want (e.g: “blood drive next Tuesday or use hospital brand colors”), and our platform generates compliant, brand-aligned content. Plus it can recommend optimal schedules—all with human oversight in the loop. This agentic model (blending prompts and intelligent actions) significantly reduces the workload on our users without taking away their control.

AI in Dynamic DOOH Advertising and Context-Aware Content

AI is also revolutionizing digital out of home (DOOH) advertising. Traditionally, ad slots are pre-purchased and scheduled far in advance. But AI lets us dynamically adjust content in real time based on actual conditions.

For example, if it’s raining near a retail center, AI can prioritize ads for umbrellas or hot drinks. If a building sensor detects high foot traffic due to an event, our system can automatically rotate in relevant content tied to that moment. This isn’t speculative—it’s already being used in programmatic DOOH campaigns. According to a 2024 eMarketer report, over 34% of U.S. DOOH spend is now programmatic, and nearly half of that involves dynamic creative optimization (DCO). As more advertisers and marketers are turning to DOOH, the need to scale rapidly becomes essential.

For non-paid content, AI can curate from live data streams. Imagine our system pulling top Instagram images from a tenant’s feed to match a campaign or stitching together content from various branded sources into an engaging digital display. These tools make signage more alive, responsive, and meaningful. Overall, this shift makes signage not just smarter—it makes every ad dollar work harder.

Building for a Smarter, More Inclusive Future

AI in digital signage isn’t a replacement for human ingenuity—it’s a force multiplier. At TouchSource, we use it to deepen our relationships with customers, empower them to do more with less, and create smarter environments for the people who visit, work, and shop in the spaces we serve.

We’re early in this journey, but already we’re seeing the profound impact AI can have on experience design, operational simplicity, and contextual content delivery. As we move forward, we’ll continue to test thoughtfully, prioritize quality, and ensure human feedback remains central.

Ultimately, we see the future of signage as more than just smart. It’s compassionate, accessible and intelligent by design. That’s the future we’re building at TouchSource.