DSS ISE 2026: Exploring the Future of Signage with invidis

ISE traditionally serves as a kick-off for the year ahead for many companies: new perspectives are explored, potential partnerships evaluated, and strategies refined. The same applies to DSS ISE, co-organized by invidis. This is where the digital signage industry gathers inspiration and outlines its roadmap for the coming year.

That was certainly the case for 2026. The panels reflected the topics currently top of mind for the industry – unsurprising, as in a complex market like digital signage, challenges and business opportunities are often closely linked.

AI in digital signage

“AI should not be used for AI’s sake. It needs to create value for the business and for the customer.”
— Dan Brookes, WW Digital Signage Manager at Intel

As in previous years, AI was once again one of the dominant themes. Panellists quickly agreed on its transformative potential – but the crucial question remained: how can artificial intelligence be applied in a meaningful way?

“Meaningful AI applications require a great deal of contextualisation.”
— John Schweikert, General Manager Digital Signage at Poppulo

At the heart of this lies data – but not just any data. As several speakers emphasised, collecting data without a clear purpose rarely leads to success.

“Data and standards are the key to successful AI deployment.”
— Jason Cremins, Chief Product Officer at Navori Labs

It is therefore up to companies to define clear guidelines and standards, both internally and in customer-facing scenarios. With this foundation in place, relevant use cases begin to emerge – from internal software development to content creation.

“We see AI as an accelerator for creating high-quality content.”
— Tamara Bepp, CEO of Spectrio

Managed Signage

“What was acceptable two years ago is unacceptable today.”
— Stan Richter, CEO of SignageOS

Already a central topic in the invidis Yearbook 2025, the relevance of full-service approaches remains undiminished in 2026. As digital signage becomes business-critical, expectations rise accordingly – every minute of downtime costs time, money, and reputation.

“We need to reach profitability where AV and signage actively increase value creation.”
— Borja Janariz, Econocom

There was broad consensus that managed services will be essential for integrators going forward – particularly for large-scale deployments, but also as a cornerstone of delivering consistently high-quality solutions.

“Scale is important, but expertise is even more important.”
— Gianluca Pasquali, CEO of M-Cube

However, managed signage does not happen by itself. Companies must invest in specialist talent and allocate sufficient resources. A half-hearted managed services approach will no longer be viable.

“The bench for managed signage must be deep. It cannot all depend on one person.”
— Joe Whitesides, Director of Experience Technology at AVI-SPL

Next-Gen Tech

The technology panel revolved around three core topics: e-paper, LED, and 3D. The latter was showcased by Ameria, which has developed a new form of interaction between screen and user in collaboration with Sony.

“At ISE we are showing our solution for retail and museums; it becomes really exciting when our concept is embedded into processes such as manufacturing.”
— Johannes Tröger, Deputy CEO of Ameria

E-paper technology also attracted significant attention. This year, E Ink presented its new outdoor solution, Marquee, across multiple exhibition stands.

“We are currently at around 70 percent in terms of colour capabilities for e-paper displays.”
— Ian French, CEO of E Ink

The key question remains when e-paper displays will achieve a broader breakthrough. While interest is high, large-scale projects have yet to materialise.

“We are still searching for the optimal niche for e-paper displays.”
— Jamie Bugler, Director of Business Development, Samsung Electronics

LED, by contrast, continues to grow – although major technological shifts are expected in the coming years.

“There will be a move away from packaged LED, IMD, and NIB towards unpackaged COB and COG. We are facing a massive transformation.”
— Ted Romanowitz, Head of Professional Displays at Futuresource

Consolidation

“We expect a very active year for M&A.”
— Chris Ryan, Managing Partner at Clearhaven Partners

A dedicated panel on market consolidation provided valuable insights. Three industry players shared their acquisition strategies and outlined what they look for in potential targets.

“A state-of-the-art tech stack is becoming increasingly important.”
— Johan Lind, CEO of Vertiseit

Beyond technology and financials, however, cultural aspects also play a crucial role in successful M&A.

“A company suitable for acquisition must be able to function without the people at the very top.”
— Matt Goche, CEO of Uniguest

Retail Media

Retail media is a key topic for both the DooH and digital signage ecosystems. Broadsign operates successfully in both segments. In a conversation with Florian Rotberg, Mats Klevjer explained why this convergence has developed so naturally – and which challenges still lie ahead.

“If you don’t align with the shopper experience and the retailer’s expectations, you have no place in retail media.”
— Mats Klevjer, Director of Partnerships for Retail Media

Corporate signage and beyond

“There is a point where digital signage becomes a business application.”
— Christophe Billaud, Managing Director at Telelogos

The panel titled “Beyond Retail” highlighted that significant transformation is also taking place in less visible areas of the market.

“In some areas, signage is simply an extension of collaboration. And both are now part of the same conversation.”
— John Sidwick, Co-owner of Blue Touch Paper

A central theme was Microsoft’s MDEP, which could have a far-reaching impact on the corporate signage landscape. Unified standards promise improved efficiency and enhanced security.

“Everyone wants maximum security with the least possible pain.”
— Juha Kuosmanen, Microsoft

Experiences

A refreshing change of pace came from Marcos Terenzio, who shared insights from his digital architecture studio, known for creating exceptional experiences. His approach deliberately moves beyond traditional user-centred thinking to design experiences outside the norm.

“Alongside neuroscience, nature can be a great source of inspiration.”
— Marcos Terenzio, Managing Director & Principal, Digital Experience, IA Canada

Best practices

“Whatever best practices worked before – they might not work next time.”
— Julian Phillips, SVP and Marketing Director, XTG at AVI-SPL

The best-practices panel showcased the full breadth of possibilities within the industry.

“AI and innovation have enormous potential if there is the ability to scale them meaningfully.”
— Guillermo Grau, Head of Partnerships at Admira

The discussion ranged from meticulously planned experiences such as Changi Airport, to AI-driven personalisation and precisely orchestrated playouts that deliver the unique magic of digital signage.

“The magic does not come from AI, but from the content being displayed.”
— Andy W. Bohli, Cingerine

Global panel

“Globally, we are seeing strong consolidation. Companies now need to make money.”
— Bradley Hanrahan, Head of Global Alliances at Sony

To conclude, a global panel featuring digital signage representatives from around the world provided a snapshot of the international market. Each region faces distinct challenges – and offers opportunities rarely found elsewhere.

“The market in India is only just really getting started.”
— Sanket Rambhia, MD, LEDC Technology

“There is strong demand for hyper-personalised experiences in the Middle East.”
— Nita Odera, Director Strategy, Blue Rhine Industries

“In Mexico, many European and US digital signage companies are currently trying to establish a presence.”
— Sebastian Obregon, Co-founder and CEO of Enmedio

“Instead of new competitors, we are receiving many international partnership enquiries – which is very positive for us.”
— Matt Steedman, Managing Director at Amped Digital

Ready for may

All in all, DSS ISE delivered a dense programme of insights and perspectives. Attendees returned to the bustling halls of ISE full of inspiration – and with a clear preview of what to expect at the main DSS event in Munich this May.