Grassfish unveiled IXM Aqua, a cloud-native evolution of its in-store experience platform. Succeeding IXM One, the new system – which is based on Visual Art’s Signage Player – introduces AI-driven content automation and an API-first architecture.
Grassfish, one of the brands of Swedish-based Vertiseit, just announced in the course of its Grassfish Summit a new digital in-store experience platform. IXM Aqua is the successor to the IXM One platform and is based on a cloud-native architecture.
Through AI-powered content automation, the platform aims to deliver highly personalised, contextual experiences at scale across physical touchpoints.
“Grassfish IXM Aqua is more than a technological leap—it’s a smarter, simpler, and more open foundation for in-store innovation,” says Andrew Jarder, CPO at Grassfish. “We’ve taken everything we’ve learned from years of working with the world’s most iconic retailers and created a platform that empowers our customers to evolve faster, adapt to each journey, and create extraordinary experiences every day.”
Scalability and AI-driven
Andrew Jarder was formerly Visual Art’s Product Owner for their platform Signage Player – which is the basis for the new platform. Now, with Visual Art being a part of the Vertiseit Group, he stepped in as CPO at Grassfish, bringing his Signage Player expertise with him.
With IXM Aqua, Grassfish focussed on scalability and security, paired with AI-automated content delivery. It is built on Microsoft Azure, and has a modular, API-first approach for global store network roll-outs.
Important for Grassfish was a customer-centric experience management: The platform delivers relevant, dynamic content tailored to local contexts and real-time conditions. Additionally the flexible architecture and built-in smart-operations-support of the plattform help retailers align their physical spaces with sustainable, data-driven retail strategies.
Support for IXM One continues
For a smooth migration path, Grassfish will continue to enhance and support the existing Grassfish IXM One platform, over a multi-year roadmap.
Johan Lind, CEO from Vertiseit, and Roland Grassberger, Chief Strategy Officer from Grassfish, will both speak at DSS Europe 2025 at the Hilton Munich Airport, which runs until Friday.